MKTG10001 Lecture Notes - Lecture 12: Intangibility
27 Jul 2018
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Document Summary
Often entered into by firm to get lacked resources or expertise. Not just for marketing efforts can be used for product development (e. g. ) Heineken and facebook form a mutually beneficial partnership. Customers visit service facility and remain throughout service delivery. Active contact between customer and service personnel (e. g. ) education. Little or no physical contact with service personnel. New technologies help reduce contact level (e. g. ) banking (online) The points of interaction between customer and the organisation. Your consumption and their production happens at the same time: Encounters need to managed so they"re integrated and consistent. Customers demand control, or at least perception of it, during service delivery process, due to: Control important for service workers concept of empowerment. Behavioural control giving people actual control over factors in their environment. Giving the feeling of control through information and predictability. Occurs when customer takes an active role in the experience, and drive it according to their own preferences or values.
