Principles of marketing and management
Customer Service Principles of Service Marketing and Management_3 ppt
... Berry, and A Parasuraman, "The Nature and Determinants of Customer Expectations of Service, " Journal of the Academy of Marketing Science 21, no (1993): 1-12 predicted service: the level of service ... o n d P Fisk, and Joby John, "Services as Theater: Guidelines and Implications," in Handbook of Service Marketing and Management, ed.Teresa A Schwartz and Dawn Iacobucci (Thousand Oaks, CA: Sage ... Peter A D u n n e , and William J Glynn, "Self -Service and Technology: Unanticipated and U n i n t e n d e d Effects on Customer Relationships," in Handbook of Service Marketing and Management, ed...
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Customer Service Principles of Service Marketing and Management_5 pptx
... maintenance service to all of its customers, ABB n o w offers different levels of service and prices as part of a negotiated service agreement It no longer requires customers to have ABB service ... 26 Amy L Ostrom and Christopher Hart, "Service Guarantees: Research and Practice," in Teresa A Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management, (Thousand Oaks, CA: Sage ... their customers want and expect in each element of the service Guarantees set clear standards, telling customers and employees alike what the company stands for Compensating customers for poor service...
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Customer Service Principles of Service Marketing and Management_6 pptx
... E S FOR SERVICES 177 large customers are more profitable But a large customer w h o makes extensive demands on a supplier may, in fact, be less profitable than a small and undemanding customer ... requires an understanding of h o w the core and supplementary services should be c o m b i n e d and sequenced to create a product offering that meets the needs of target customers Blueprinting ... aspect of the service that directly benefits customers (requiring marketers to research what aspects of the service the customers and not value) This strategy requires firms to communicate service...
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Customer Service Principles of Service Marketing and Management_7 doc
... images of specific companies and their brands Build awareness of and interest in an unfamiliar service or brand Build preference by communicating the strengths and benefits of a specific brand Compare ... Teresa A Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management (Thousand Oaks, CA: Sage Publications, 2000), 191-200 Leonard L Berry and Manjit S.Yadav, "Capture and Communicate ... Compare a service with competitors' offerings and counter competitive claims Reposition a service relative to competing offerings Stimulate demand in low-demand periods and discourage demand during...
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Customer Service Principles of Service Marketing and Management_8 doc
... issues of where, when, and how service is to be delivered to customers ^> define the three different types of service delivery channels £> understand the role of physical evidence and servicescapes ... food and health care services, and a safe, pleasant campus environment FIGURE 10.7 Services as Substitutes for Owning and/ or Using Goods 228 PART THREE SERVICE MARKETING STRATEGY The Power of Service ... availability, full range of services offered, service quality, and capital resources However, Long Island Trust ranked first on helping Long Island residents and the Long Island economy T h e bank's...
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Customer Service Principles of Service Marketing and Management_9 pptx
... battles, and even reproductions of Venice and its canals Servicescape Design The term servicescape describes the style and appearance of the physical surroundings where customers and service providers ... colorful signage, and costumed employees of theme parks like Disneyland and Legoland contribute to the sense of fun and excitement that visitors encounter on arrival and throughout the service experience ... productivity and quality in a service context =^> understand the relationship between customer expectations, service quality and customer satisfaction =£> explain the gaps model of service quality...
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Customer Service Principles of Service Marketing and Management_2 docx
... Berry, and A Parasuraman, "The Nature and Determinants of Customer Expectations of Service, " Journal of the Academy of Marketing Science 21, no (1993): 1-12 predicted service: the level of service ... o n d P Fisk, and Joby John, "Services as Theater: Guidelines and Implications," in Handbook of Service Marketing and Management, ed.Teresa A Schwartz and Dawn Iacobucci (Thousand Oaks, CA: Sage ... Peter A D u n n e , and William J Glynn, "Self -Service and Technology: Unanticipated and U n i n t e n d e d Effects on Customer Relationships," in Handbook of Service Marketing and Management, ed...
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Customer Service Principles of Service Marketing and Management_3 pdf
... No service business can afford to lose sight of the broader goals of providing quality service and good value relative to the price and other costs of service that customers incur Ending Unprofitable ... examples of customer loyalty programs =£> identify different types of customer misbehaviors and strategies for handling them 97 98 PART TWO • THE SERVICE CUSTOMER TARGETING THE RIGHT CUSTOMERS ... LOYALTY For profit-seeking firms, the potential value of a customer should be a key driver in marketing strategy Grant and Schlesinger state: Achieving the full profit potential of each customer relationship...
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Customer Service Principles of Service Marketing and Management_5 docx
... E S FOR SERVICES 177 large customers are more profitable But a large customer w h o makes extensive demands on a supplier may, in fact, be less profitable than a small and undemanding customer ... requires an understanding of h o w the core and supplementary services should be c o m b i n e d and sequenced to create a product offering that meets the needs of target customers Blueprinting ... aspect of the service that directly benefits customers (requiring marketers to research what aspects of the service the customers and not value) This strategy requires firms to communicate service...
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Customer Service Principles of Service Marketing and Management_6 doc
... images of specific companies and their brands Build awareness of and interest in an unfamiliar service or brand Build preference by communicating the strengths and benefits of a specific brand Compare ... Teresa A Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management (Thousand Oaks, CA: Sage Publications, 2000), 191-200 Leonard L Berry and Manjit S.Yadav, "Capture and Communicate ... Compare a service with competitors' offerings and counter competitive claims Reposition a service relative to competing offerings Stimulate demand in low-demand periods and discourage demand during...
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Customer Service Principles of Service Marketing and Management_8 potx
... battles, and even reproductions of Venice and its canals Servicescape Design The term servicescape describes the style and appearance of the physical surroundings where customers and service providers ... colorful signage, and costumed employees of theme parks like Disneyland and Legoland contribute to the sense of fun and excitement that visitors encounter on arrival and throughout the service experience ... productivity and quality in a service context =^> understand the relationship between customer expectations, service quality and customer satisfaction =£> explain the gaps model of service quality...
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Customer Service Principles of Service Marketing and Management_10 docx
... perceptions of the FIGURE V.l Decisions Involving the Integration of Marketing, Operations, and Human Resources value and quality of the firm's services and achievement of profits (or of broader ... of capacity offered for sale Service organizations often use percentage of capacity sold as a measure of operational efficiency Transport services talk of the "load factor" achieved, hotels of ... dealing "with customers Service encounters are potentially "a three-cornered fight," with the customer (demanding attention and service quality) and the organization (demanding efficiency and productivity)...
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