ADM 1300 Lecture Notes - Lecture 8: Competitive Service, Marketing, Marketing Mix
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ADM 1300 Full Course Notes
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Service: any intangible offersing that involves a deed, performance, or effort that cannot be physically possessed. Intangible: cannot be touched, tasted or seen, it can"t be shown directly to customers. Inseparable production and consumption: production and consumption are simultaneous, little opportunity to test a service before use. Reliability: the ability to perform the service dependably and accurately. Responsiveness: the willingness to help customers and provide prompt service. Assurance: the knowledge of and courtesy by employees and their ability to convey trust and confidence. Empathy: the caring, individualized attention provided to customers. Tangibles: the appearance of physical facilities, equipment, personnel, and communication materials. What are the customer"s perceptions of how well the focal service performs vs. how well a competitive service performs? (ups vs. fedex) The standards gap: setting service standards: setting standards for quality, developing systems to ensure high-quality service. Allowing employees to make decisions about how service is provided to customers.
