O intangible cant be touched tasted or seen like a

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o Intangible- can’t be touched, tasted or seen like a pure product § High challenging to marketers, difficulty to convey benefits of services Ex. Try explain why your visit dentist o Inseparable- describe a key quality of services, that distinguishes them from goods § Ex. Haircut: person is present and participating in service process. (Can’t return service and don’t have opp. to exp. before hand) o Heterogeneous: instability in the service’s quality
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§ Hair stylist gives bad haircut, went drinking night before § Restaurant can control its food quality but not var. in food prep or deliv. o Perishable- cannot be stored for the future § Gold’s gym membership § Challenges/ Opp. to Marketers: critical task of matching demand and supply Gaps – knowledge and communication will be the main focus. o Knowledge Gap: diff. between customer’s exp. and the firm’s perception of those customer expectations § Can close gap: determining what customer’s really want by doing research using m. metrics (Serv. Quality and zone of tolerance) o Communication Gap: diff between the actual serv. provided to customers and the service that the firm’s promotion program promises § Can close gap: If firms are more realistic about the services they can provide & manage customer expectations o Other gaps: Standards, delivery The building blocks of service quality – tangibles and empathy will be the main focus. o Tangible s: The appearance of physical facilities, equipment, personnel and communication materials § Updating rooms built in early 20 th cen. to meet needs of 21 st cen. Visitors o Empathy: The caring, individualized attention provided to customers § Ex. Personalized communication, address customers by name if poss. What is service quality and the zone of tolerance? Would you recognize them when you see them? o Service Quality : customer’s perceptions of how well a service meets or exceeds their expectations o Zone of Tolerance: the area between customer’s expectations regarding their desired service and the min. level of acceptable service Empowerment, how to do it, and why it is important. o Allows employees to make decisions about how service provided to customers § Ex. Trader joes cashier takes groceries to women’s car § Imp: customer’s maybe become loyal cust. and ser. quality improves The role of technology in services. o Used to reduce gaps, facilitator of the delivery of services, obtains info Service recovery – why is it important and how do you do it o Attempt to make amends with customer and learn from the exper. o Can increase customer satisfaction levels, prior to the service failure
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