BU352 Chapter Notes - Chapter 10: Customer Service, Competitive Service, Shortage
Document Summary
Customer service specifically refers to human or mechanical activities firms undertake to help satisfy their customers" needs and wants. Intangible a characteristic or a service; it cannot be touched, tasted, or seen like a pure product can. It makes it difficult to convey the benefits of services. A service is also difficult to promote because it can"t be shown directly to potential customers. Marketers must therefore creatively employ symbols and images to promote and sell services. Because of the intangibility of services, the images marketers use reinforce the benefit or value that a service provides. Services are produced and consumed at the same time that is, service and consumption are inseparable. Inseparable a characteristic of a service: it is produced and consumed at the same time that is, service and consumption are inseparable. Consumers rarely have the opportunity to try the service before they purchase it. After the service has been performed, it can"t be returned.
