MKT 201 Lecture Notes - Lecture 8: Customer Service, Competitive Service, Turbotax
14 Mar 2017
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Service: any intangible offering that involves a deed, performance, or effort that cannot be physically possessed, customer service: human or mechanical activities firms undertake to help satisfy custo(cid:373)ers" (cid:374)eeds a(cid:374)d (cid:449)a(cid:374)ts. Factors differentiating services from goods: inseparable, intangible, perishable, variable. Intangible: conveying benefits and value, requires using cues to aid customers, atmosphere, imagery, certificates, also user ratings today. Inseparable production and consumption: production and consumption are simultaneous, little opportunity to test a service before use, lower risk by offering guarantees or warranties. Variable (inconsistent: training, automation, check-in kiosk, automated phone service, technology, today a lot of services are technology based: online banking, turbotax, Youtube, siri: vary prices with time, minimize variable costs. Evaluating service quality service expectations: tangibles, reliability, responsiveness, assurance, and empathy. Service recovery: listen to customer, resolve problems quickly, provide a fair solution. Brand loyalty: cost 5 times more to get a new customer, repeat purchases, positive wom, easy to spread, especially online.
