BU352 Chapter 10: BU 352
Document Summary
Service: any intangible offering that cannot be physically possessed. 4 is of service: intangibility, inseparability, inventory, inconsistent. Customer service: specifically refers to human or mechanical activities firms undertake to help satisfy their customers" needs and wants. Intangible: cannot be seen, tasted, felt, heard or smelled before purchase. Inseparability: production and consumption are simultaneous, services cannot be separated from their providers. Inconsistent: quality of services depends on who provides them and when, where, and how. Inventory: services cannot be stores for later sale or use. Knowledge gap: understanding customer expectation, evaluating service quality by using well-established marketing metrics. Service quality: customers" perceptions of how well a service meets or exceeds their expectations. Voice-of-customer (voc) program: an ongoing marketing research system that collects customer insights and intelligence to influence and drive business decisions. Standards gap: achieving service goals through training, commitment to service quality.
