MKT 100 Chapter 10: Services

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Francescucci

Document Summary

Customer service human or mechanical activities firms undertake to help satisfy consumer needs and wants. Intangible - cannot be touched, tasted or seen. Inseparable production and consumption produced and consumed at the same time. Inconsistent it"s quality may vary because its provided by. Inventory it is perishable and cannot be stored for future use humans. Service gap results when a service fails to meet the expectations that customers have about how it should be delivered. Knowledge gap difference between customers" expectations and firm"s perception of those expectations. Standards gap difference between the firm"s perceptions of customer expectations and the service standards it sets. Delivery gap difference between the firms service standards and the actual service provided. Communication gap difference between actual service provided to customers and the service that the firm"s promotion program promises. The knowledge gap: knowing what customer want: understanding customer expectations, evaluating service quality by using well-established metrics.