MKT 723 Lecture Notes - Lecture 1: Firstclass
4 Mar 2015
School
Department
Course
Professor
Document Summary
Continuum of evaluation for different types of products: search qualities attributes consumers can search for before purchasing (diamond ring, experience qualities qualities that can only be determined after the service is over (haircuts, vacations, credence qualities characteristics consumer may find hard to evaluate even after receiving service (medical services; don"t know if doctor is right and rely in doctor"s opinion/knowledge) don"t have expertise in. Disconnect between what expectations and what"s received: product, price, place, promotion, people, physical evidence, process, those who play part in service delivery and influence buyer"s perceptions; firm"s personnel, customers and customers in service environment, any tangible components that facilitate performance/communicate service, justifies service you"re giving, actual procedures, flow of activities by which it"s delivered. Deficiencies in human resource policies: ineffective recruitment, role ambiguity and role conflict, poor employee technology job fit, inappropriate evaluation and compensation systems, lack of empowerment, perceived control and teamwork.
