MKT 723 Lecture Notes - Lecture 9: G1 Phase, G2 Phase, Kmart
Document Summary
Service performers are categorized into 4 different levels. Refer to chart in the textbook 598 & 599. These firms are at the bottom of the barrel from customer, employee and managerial perspectives and get failing grades in marketing, operations & hrm. Non entities are dominated by traditional operations mindsets, typically based on achieving cost savings through standardization. Are in different league from non entities and have clear market position strategy. Are break through service organizations, world class service leaders and are at the creme de la creme of their respective industries, **every 1% increase in customer satisfaction is associated with a 2. 4% increase in a firm"s roi. Translate of perceptions into service quality specs -> Difference between what senior management believes customers expect and what customers actually need and expect. How to close the gap: educate management about what customers expect. Differences between mgmt understanding of customers expectations and service standards they set for the service delivery.
