MKT 723 Chapter Notes - Chapter 2: 21 Questions, Executive Functions, Servqual

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Julie Kellershohn

Document Summary

Each attribute has an importance weight the higher the weight, the more important that attribute is. Table 2. 1 on page 55 shows an example of this: search attributes tangible characteristics that customers can evaluate before purchase. Ex: search attributes in a restaurant are type of food, location, and price: experience attributes cannot be evaluated before purchase. Customers must experience the service before they can assess attributes such as reliability, ease-of-use, and customer support: credence attributes - characteristics that customers find hard to evaluate even after consumption. Service encounter: this is the stage when customer interacts directly with the firm. Moments of truth : metaphor that shows the importance of effectively managing service touch points, the perceived quality is realized at the moment of truth when the service provider and the service customer confront one another. There is normally a service factory for these services not online based. Ex: nursing home: medium-contact services: brief physical contact between customers and service providers.