MKT 723 Chapter Notes - Chapter 14: Retail, Ikea, The Home Depot
24 Oct 2014
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9500 locations 4 million members: reasonable expectations ads use real women not models, well defined roles 30 min workout guide; 3 times per week, support. Lack of understanding of their roles: gym equipment, not being willing or able to perform their roles, rewards for good performance o, self check out. Interfering with other customers o: not boarding the plane on time. Consumer presence required during service delivery: products are standardized. Consumer inputs required for service creation: clients inputs customize a. Customer co-creates the service product: active client participation. B2c: airline travel, motel stay, haircut, annual physical exam, personal training. B2b: uniform cleaning, payroll service, surgery, management consulting, pest control. Freight transportation: management seminar, greenery maintenance, advertising company. Installation of network: participation= information, physical effort, or possessions. Strategy to serve the do it yourself home renovator. Service implications of target segments: contractor, diy. Customers as contributors to service quality and satisfaction: customers can contribute to, their own satisfaction with the service.
