AEM 2400 Chapter Notes - Chapter 12: Public Service Announcement, Internal Communications, Sales Promotion

• School: Cornell University
• Department: Applied Economics & Management
• Course: AEM 2400
• Professor: Debra Perosio

Document Summary

12-1: service the result of applying human or mechanical efforts to people or objects, deed, performance, or effort that can"t be physically possessed. 12-3 service quality: evaluating service quality, reliability, responsiveness, assurance, empathy, tangibles the physical evidence of the services, gap model of service quality. Communication gap: gap 5: between the service that customers receive and the service they want. Can be positive or negative: large gap = low perceived service quality. Information processing: service offering = core service + supplementary servie, core service most basic benefit the customer is buying, supplementary service supports or enhances the core service. Nike id: distribution strategies for service organizations must focus on, convenience, number of outlets. Expected to provide equitable, effective, and efficient services that respond to the wants and preferences of multiple constituencies. Focus on generating enough funds to cover expenses: selection of target markets.