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MCS 1000 Chapter 21: Chapter 21 Introductory Marketing Notes

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azurecrow744
17 Dec 2011
School
University of Guelph
Department
Marketing and Consumer Studies
Course
MCS 1000
Professor
Douglas Adlam

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Document Summary

Chapter 21 marketing: managing people for service advantage. Service employees are extremely important: service personnel help to maintain the firm"s positioning: A core part of the product: service employees deliver the service and affect service quality greatly. The service firm: frontline employees rep the service firm, & from customers. The brand: frontline employees & service are often a core part of the brand. Service personnel are a source of customer loyalty. Frontline employees see what customers need, deliver the service & build personal relationships w/ customers. The frontline in low-contact services: a growing # of transactions no longer even involve frontline staff. Therefore increase in # of customer contact employees work by tv/ e-mail. Service-profit chain: a strategic framework that links employee satisfaction to performance on service attributes to customer satisfaction, than to customer relation, & finally to profits. Boundary spanners: link the inside of an organization to the outside world.

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Related Questions

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