BUA 270 Lecture Notes - Lecture 2: Premium Pricing, Service Recovery, Profit Margin
16 Feb 2016
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Document Summary
The importance of providing quality service for business. Firms add value to their products and services by providing good customer service. Most services lie somewhere in the middle of the service product continuum. Characteristics of services that differentiate them from physical products (opportunities and challenges of each of the characteristics for marketers) Intangible atmosphere and pictures are used to convey value and benefits of value. Inseparable production/consumption can"t try service before it takes place. Knowledge gap customer expectations/management perceptions of customer expectations. Marketing research to understand customer important to engage. Expectations are based on knowledge and experience, they vary according to type of service and depending on the situation. Evaluate service quality not what"s put into product but what consumer gets out of it dimensions of service quality are: Assurance (knowledge of and courtesy by employees, ability to convey trust and confidence) Customer evaluation of service quality zone of tolerance. What is the importance of each service quality dimension.
