MKT 723 Lecture Notes - Lecture 6: Overnight Delivery, H&R Block, Flowchart
Document Summary
Service marketing week 6 7 ps of service marketing: process. Any time the customer interacts with the firm. Critical in determining customer satisfaction and loyalty. Is an opportunity to: build trust, reinforce quality, build brand identity. Flowcharting: displaying the sequence of steps when a customer flows through the service process: ex: getting a haircut from starting to finish, group project: need to create a flow chart. Service flowchart: you should be able to map the service, not all steps are equally important. Check in: the bell person takes luggage to the room. Personal butler: restaurant meal, clothes returned cleaned and pressed. Types of service encounters: remote encounters: company website, bank atm, communications received in the mail. Service encounter frame can be used here. Increase loyalty: technology mediated encounters: telephone, live chat. Rogers, apple chat: face to face encounters: verbal and nonverbal behaviours. Example: for a funeral - you do(cid:374)"t (cid:449)a(cid:374)t so(cid:373)eo(cid:374)e (cid:449)ho"s super happy.
