MKT 723 Study Guide - Midterm Guide: Service Recovery, Self-Service, Relationship Marketing
2 Nov 2015
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Document Summary
Services marketing mix: (31: product, place, promotion, price, people all human actors who play a part in service delivery and thus influences the buyers perceptions: namely, the firms personnel, the customer, and other customers in the service environment, physical evidence the environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service, process the actual procedures, mechanisms, and flow of activities by which the service is delivered the service delivery and operating systems. Consumer choice: need recognition, information search, evaluation of alternatives, purchase, consumer experience, post experience evaluation. Levels of customer expectations (86: ideal expectations/desires, normative should expectations, experience based norms, acceptable expectations, minimum tolerable expectations. What determines customer satisfaction: product & service features, consumer emotions, attributions for service success or failure perceived causes of events, perceptions of equity or fairness, other consumers, family, coworkers, etc.
