ADM 2320 Chapter Notes - Chapter 10: Customer Insight

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

Aka services: intangible and marketed diferently from a physical good. Providing good customer service adds value to the product and services. The service sector makes up 70% of canada"s economy because: production has become cheaper in other countries, household maintenance has become specialized, high value on convenience and leisure. Most businesses fall in between by selling a product with an embedded service element. Marketing for services difers from product marketing because of these diferences: intangible: not a physical good, therefore diicult to convey the beneits, use cues to aid customers: quality of furnishings, diplomas, etc, atmosphere conveys value c. Service gap: service"s failure to meet expectations of customers. The gaps model highlights the areas where customers believe are service gaps, and how these gaps can be closed. Firms can understand customer expectations through customer research and increasing communication between managers and employees.