To describe the customer service function
To discuss how to set service standards
To outline the role of employees in creating a
service oriented culture
Defining Customer Service
Week 4 Customer satisfaction and service quality
Define customer satisfaction and quality in service industries
Satisfaction is defined as:
Consumers post-purchase evaluation of the overall service experience (process and outcome).
Customer Complaints and
To outline the courses of action open to
a dissatisfied customer
Explain the factors influencing complaint
Identify the principles of an effective
and Service Quality
Define satisfaction and service quality
Examine models of satisfaction and service
List key drivers of satisfaction and service
Describe how to measure and analyse
WELCOME TO MKTG207 or
and were off the mark!
1. Taking a step back:
What is Marketing?
2. Taking a step forward:
So, what is Services Marketing?
Typologies of Services
Differences between goods
Explain the importance of customer retention in
Explain the economics of customer retention in
Outline retention strategies to develop and manage
Customer Profitability as
Customer Behaviour and
the Service Encounter
Explain the relevance of perceived risk and information
search at pre-purchase
Outline the impact of information sources on choice
Understand the importance of customers intrinsic
Week 6: Customer complaints and service recovery
Outline the courses of action open to a dissatisfied customer
Linked not only to fault free service, but also to
what transpires when something does go
First law of quality
NEW PERSPECTIVES ON
MARKETING IN THE
Explain how services are defined and conceptualised
Identify the key characteristics that distinguish services from goods
Explain how services create value for consumers
Week 2: The service economy
Explain how services contribute to the countrys economy
o services are the engine of economic growth in developed and most developing
o sector accounts 25- 30% of world trade
o between 60-80% of GDP for most countrie
Week 7 Market research in services (Lecture)
Qualitative research is defined as a means for exploring and understanding the meanings
individuals or groups ascribe to a problem.
Why is it important to understand?
o Provides real richness of information,
Week 3 Behaviour, culture & service encounters
Explain the 3-stage model of service consumption.
1. Problem recognition
-Identification or an arousal of a specific need.
-It creates a state of tension and the tension is
between our curr