MKT 100 Lecture Notes - Lecture 10: Complaint System, Customer Service, Overselling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Khalil Rohani

Document Summary

Chapter 10 - the intangible product (in canada accounts for 72 percent) Customer service: specifically refers to human or mechanical activities firms undertake to help satisfy their customers" needs and wants. Service: a service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product. Service marketing differs from product marketing because of 4 differences unique to services, they are: Intangible: a characteristic of service; it cannot be touched, tested or seen like a pure product can. Images are used to convey benefit of value. Inseparable: a characteristic of service; it is produced and consumed at the same time- that is service and consumption are inseparable. Little opportunity to test a service before use. Inconsistent (variability): a characteristic of service; it quality may vary because it is produced by humans.