BMK 201 Lecture Notes - Lecture 16: Services Marketing, Customer Service, Interpersonal Communication
6 Jan 2021
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Document Summary
Heterogeneity: inevitable, but minimisable, variations in quality in the delivery of a service product. For service marketers, the challenge is to provide a product with a reasonably consistent level of quality that matches customers" expectations. Technology can machinery can also reduce heterogeneity; for example, unlike a bank teller, atms provide the same service to every user, every time. Similarly, the use of electronic scanners at supermarket checkouts has improved the speed and accuracy of supermarket service. Service providers must work to ensure the service they deliver, at least, matches the service they promote. Beyond managing the expectations of customers, it may often be necessary to manage the behavior of customers to ensure a desired service outcome. Staff members need to be trained to effectively implement the service delivery systems and to manage the expectations of customers. The first aspect involves developing competence and technical skills. The second involves developing interpersonal communication and personal selling skills.
