MKT 723 Chapter Notes - Chapter 10: Salad Bar
13 May 2013
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Document Summary
Translation of customer expectations into service standards depends on he degree to which tasks can be standardized. Service tasks are routine and specific rules and standards can be easily established. Service standardization can take 3 forms: substitution of technology for personal contact (automatic teller, car washes, combination of the two. It ensures that the most critical elements of a service are performed as expected by customers, not that every action in a service is executed in a uniform matter. Formal service targets and goals specific targets for individual behaviors. Company defined standards are not typically successful in driving behaviors that close gap 2. Companies must set customer defined standards based on customer requirements. Two major types of customer-defined service standards are: hard & soft. Things hat can be counted, timed or observed through audits. Reliability is the single most important concern of service customers.
