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T7: Services (Ch13) (Factors leading to customer-switching behaviour…

- - - - Increased consumer participation, i.e. fill in own forms
      - Shared services
      - Peak-time efficiencies in workflow to manage around peak times
      - Facilities for future expansion can be planned / purchased in advance
      - Part-time employees for peak times
    - - Differential pricing - to move demand to off-peak times
      - Non-peak demand can be cultivate, e.g. a night time tourist attraction
      - Reservations systems to control demand
      - Complementary services for waiting customers
  - - - symbols
      - communication material
      - equipment
      - people
      - place
      - price
    - - Affective - emotional response
      - Behavioural - action-oriented
      - Sensory - impression on your senses
      - Intellectual - thinking / curiosity
  - - - Standardise the service performance throughout the organisation - create a service blueprint in the form of flowcharts (p.429)
      - Monitor customer satisfaction - surveys / suggestions and complaints systems / CRM / region-specific variables
      - Invest in good hiring and training procedures
    - - Responsiveness
      - Initiative
      - Caring attitude
      - Problem-solving ability
      - Competence
      - Goodwill
- - - - Voice of the customer (VOC) measurements
      - Importance v performance analysis
    - - Differentiating services
      - Innovation
- - - - Presence
        
        Absent, e.g. freight transport
        
        Present, e.g. beauty salon
      - Who
        
        Personal need (B2C)
        
        Business need (B2B)
    - - Equipment-based service, e.g. auto carwash
      - People-based service
        
        Unskilled, e.g. window washer
        
        Skilled, e.g. hairdresser
        
        Professional, e.g. accountant
    - - Objectives
        
        Profit
        
        Non-profit
      - Ownership
        
        Private
        
        Public