MKT 723 Lecture Notes - Lecture 7: Servicescape, Services Marketing, Customer Satisfaction
23 Nov 2016
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Document Summary
The service encounter is the moment of truth . Each time customer interacts with firm is critical in determining customer loyalty. Opportunity to: build trust, reinforce quality, build brand identity, increase loyalty. Flowcharting: displaying the sequence of steps when customer flows through the service process, should be able to map the process but not all steps are as important. Types of service encounters: remote encounters- websites, atm, direct mail, technology-mediated encounters- phone calls, live chats, face-to-face encounters- verbal and non-verbal. Blueprinting: a blueprint maps the customer, employee and service system interactions from service initiation to final delivery, show key customer interactions, show employee roles. Step 1: identify process to be blueprinted, eg. mail delivery. Step 3: map the process from customer"s point of view. Step 4: map contact employee actions/ technology actions. Step 5: link contact activities to the needed support functions. Step 6: add evidence of service at each customer step.
