Wa13 a - Written Assignment: 13 Service Environment 1....

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Written Assignment: 13 Service Environment 1. Discuss the criteria used in the selection of a site for a service. Explain how each relates to the firm's operational strategy. Operational position- A firm operating with a cost-efficiency approach look to locate in high- traffic areas, while firms operating with a customization approach will seek a location that gives them “prestige”. Service quality approach businesses will want the location of their customer service component to be in an area that is convenient for their customers. Merchantability- High degrees of merchantability do not require the customer to come to the service, while companies with lower degrees require that the customer come to the service. Convenience of location for the customers is most important when using the cost-efficiency approach, and slightly less with service quality approach. Traffic interception- If a service relies on volume, it should be in a higher traffic area. Cumulative competitive attraction- Some businesses thrive when they’re located in groups with
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This note was uploaded on 04/07/2008 for the course MKTG 369 taught by Professor Lancaster during the Spring '08 term at Clarion.

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Wa13 a - Written Assignment: 13 Service Environment 1....

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