MKT 100 Lecture Notes - Lecture 6: Shortage, Root Canal, Auto Mechanic

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Francescucci

Document Summary

Mkt 100 chapter 10: service any intangible ofering that involves a deed, performance or efort that cannot be physically possessed, customer service human or mechanical activities irms undertake to help satisfy their customers" needs and wants. Gap model: service gap results when a service fails to meet the expectations that customers have about how it should be delivered. Fixing knowledge gap: service quality customer"s perception of how well a service meets or exceeds their expectations. The desired and expected level of service for each dimension, from low to high. Customers" perception of how well the focal service performs and how well a competitive service performs, from low to high. The importance of each service quality dimension. Fixing delivery gap: empowerment in the context of service delivery, means allowing employees to make decisions about how service is provided to customers. Example: having returns signed by managers can take several minutes and irritate customers.