Chapter 12 Notes - Chapter 12 Notes Service- any intangible...

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Chapter 12 Notes Service- any intangible offering that involves a deed, performance or effort that cannot be physically possessed Customer Service- human or mechanical activities that help satisfy their customers’ needs and wants Services differ from Products: 1. Intangible- cannot be touched, tasted or seen like a pure product can 2. Inseparable- services are produced and consumed at the same time a. Risky therefore people use 100% satisfaction guarantees and extended warranties 3. Variable- quality differs from one to the next service 4. Perishable- cannot be stored for use in the future Providing Great Service- the Gaps Model: 1. Knowledge gap- difference between customers’ expectations and the firms’ perceptions of those customer expectations; can be solved by matching customer expectations a. Evaluate service quality using marketing metrics 2. Standards gap- difference between the firm’s perceptions of customers’ expectations and the service standards it set; can be closed by setting appropriate service standards and
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This note was uploaded on 04/06/2012 for the course MAR 3023 taught by Professor Bagwhandee during the Fall '08 term at University of Central Florida.

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Chapter 12 Notes - Chapter 12 Notes Service- any intangible...

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