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Topic 5 Services and Relationship Marketing (Characteristics of a Service,…
Topic 5 Services and Relationship Marketing
Service
originally associated with the work performed by servants for their masters.
To provide solution to the customers
problem.
Acts, deeds, performance or efforts
An activity or series of activities take place by interaction between customer and service employees
Consumed at a time it is produced
Goods Vs. Services
Characteristics of a Service
Intangibility
Perishability
Lack of ownership
Inseparability
Variability
Service Processes
People Processing
Possession Processing
Mental Stimulas Processing
Information Processing
Levels of Customer Contact
High Contact Services
Medium Contact Services
Low Contact Services
More Customer Contacts
Search Properties
Experience Properties
Credence Properties
Approaches to Service Quality Measurement
SERVQUAL
is a disconfirmation model and is based on the difference between the expected services and the actual perceived service.
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Products and Services
Services
Not have a physical presence and intangible
Products
A physical presence and tangible