Exercise #4: Choose a service organization and collect all forms of physical evidence that the
organization uses to communicate with its customers. If customers see the firms facility, also
take a photo of the service scape. Analyze the e
Chapter 5 notes: understanding customer requirements
Listening to customers through research
Elements in an effective service marketing research program
Analyzing and interpreting customer research
Using marketing research information
Page 209 Exercise 4
#4. Reread the technology spotlight in this chapter, featuring Cisco Systems. Visit Cisco
Systems support website and review what the company is doing to help its customers solve
their own problems. Co
Chapter 1 Notes
Service industries- health care, professional services, hospitality, travel
Contribute about 80% of GDP in U.S.
Services are not limited to service industries
Service as a product: intangible product offerings in the marketplace (for exa
Chapter 4 Notes- perceived service
Expectations are dynamic and are based off of customers perceptions of the service.
Satisfaction vs. service quality
Satisfaction- more broad. It is influenced by perceptions of quality, price, and
Chapter 3 Notes
Customer expectations- beliefs about service delivery that serve as the consumers standards
for judgment. Companies must be knowledgeable about their customers expectations.
Levels of customer expectations
Ideal expectations or desires
Companies exceeding my expectations homework
1. Tanque Verde Ranch in Tucson, Arizona: My family was recommended this place by friends
so we knew from them that it was going to be a nice place with really good food. When we got
there we were blown away by
Name of firm: Holzer Health Clinic at Walmart
Date of Encounter: Jan. 28, 2015
Type of Service (industry):
Time Encounter Occurred: 1:30 p.m.
Journal Entry: 1
What specific circumstances led to this encounter?
I had a cold f
Chapter 2 notes
The customer gap- difference between customer expectations and perceptions
Closing the gap is critical to delivering quality service
Must understand the customer!
Customers expectations come from marketer controlled factors (like pricing,
Choose one of the services you consume. If you were in charge of creating a survey for that
service, what questions would you ask on that survey? Give several examples. What type of
survey (relationship versus transaction based) would be most appropriate