MARK344 Lecture Notes - Lecture 12: Customer Retention, The Attractions, Relationship Marketing
Document Summary
The pressure on companies to compete through superior service and effective customer relationships has never been higher. But achieving appropriate competitive positioning based on service and relationships investments has never been harder. From the customers" perspective, however, the benefits derived from purchase and consumption may well be less tangible baked beans defeat hunger. The distinguishing factor is that these benefits are primar- ily delivered by the physical features and characteristics of the product: at the right-hand end of the spectrum the relative importance of intangibles and tangibles is reversed. In medical services, for example, the essence of the offer" is intangible. It is concerned with the service provided to the patient and the way in which the patient interacts with doctors, nurses and technology. There are some tangible, physical elements involved, such as medicines, prosthetics, written instructions, and the physical surroundings: between these two extremes lie offers that combine tangible and intangible elements in more equal proportions.
