ADM 2320 Lecture Notes - Lecture 15: Organizational Culture, Marketing, Service Recovery
7 Dec 2017
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Document Summary
A service is any intangible offering that cannot be physically possessed. In a service economy, firms compete on how well they provide service to their customers in the form of customer service. Firms invest heavily in customer service to help satisfy their customers" needs and wants. This illustrates a pure service to a pure product. Most firms lie between a service dominant product and a product dominant. This is something that cannot be touched, tasted or seen. The atmosphere can give customers different perspectives of how the service will be. Images are used to convey benefit of value. Service production can"t be separated from consumption, astute service marketers provide opportunities for their customer to get directly involved in the service. Little opportunity to test a service before use. The more humans that are needed to provide a service, the more likely that the service"s quality will be inconsistent or variable.
