Management and Organizational Studies 2320A/B Chapter 10: Chapter 10
30 Mar 2018
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Document Summary
Service - any intangible offering that cannot be physically possessed. Customer service - specifically refers to human or mechanical activities firms undertake to help wants and needs. Cannot be touched, tasted, or seen like a pure product can. More difficult to promote because it can"t be physically seen. Images tend to reinforce the benefit or value that the service delivers. Provides opportunities for customers to get directly involved in the service. Customers rarely have an opportunity to try the service before they purchase it and it can. High risk so warranties and guarantees are used. Quality may vary because it"s produced by humans. By the time a firm has recognized the problem, the damage is done. Some marketers strive to reduce it through training and standardization. Can also use it to their advantage: customization. Also downsides with technology - consumers don"t embrace it or errors help satisfy their customers" t can"t be returned.
