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Weeks 1 - 5 Overview

Retail Management
Course Code
RMG 303
Frances Gunn

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Week 1
Characteristics of Services Compared to Goods:
Intangibility Cant touch
oServices cant be inventoried
oServices cant be easily patented
oServices cant be readily displayed or communicated
oPricing is difficult
Heterogeneity Diverse (everything is different)
oService delivery and customer satisfaction depends on the employee and
customer actions
oService quality depends on many uncontrollable factors
oThere is no sure knowledge that the service delivered matched what was
planned and promoted
Simultaneous Production and Consumption
oCustomers participate in and affect the transaction
oCustomers affect each other
oEmployees affect the service outcome
oDecentralization may be essential
oMass production is difficult
oIt is difficult to synchronize supply and demand with service
oServices cannot be returned or resold
Service Quality:
More difficult for consumers to evaluate
A comparison between expectations and performance
An evaluation of outcomes & processes

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Week 2
The Service Profit Chain
Measuring the relationships in the service profit chain across units
Communicating results of the self-appraisal resulting from the measurement
Developing a balanced score card of performance measures
Designing efforts to help managers improve service profit chain performance
Tying recognition and rewards to established measures
Communicating results and encouraging best practices
Components of Customer Expectations
Desired Service Level Wished for level of service quality that customer believes can
and should be delivered
Adequate Service Level Minimum acceptable level of service
Predicted Service Level Service level that customer believes firm will actually
Zone of Tolerance Range within which customers are willing to accept variations in
service delivery
Perceived Service Quality
Word of Mouth
Personal Needs
Past Experience
Factors that Influence Customer Expectations of Services
The Purchase Process for Services
Prepurchase Stage (Awareness of Need, Information Search, Evaluation of
Service Encounter Stage (Request service from supplier, Service delivery)
Postpurchase Stage (Evaluation of performance, Future intentions)

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Perceived Risks in Purchasing and Using Services
Functional unsatisfactory performance outcomes
Financial monetary loss, unexpected extra costs
Temporal wasted time, delays lead to problems
Physical personal injury, damage to possessions
Psychological fears and negative emotions
Social how others may think and react
Sensory unwanted impacts to any of five senses
How Customers Might Evaluate Online Businesses:
Design and Presentation
Content and Purpose
Currency and Accuracy
Gap 1 What the customer expectation (Knowledge Gap)
Not knowing what the customers expect
Inadequate Marketing Research Orientation
Lack of Upward Communication
Insufficient Relationship Focus
Inadequate Service Recovery
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