MKT 100 Chapter Notes - Chapter 10: Customer Service

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Service: any intangible offering that involves a deed, performance, or effort that cannot be physically possessed. Customer service: human or mechanical activities firms undertake to help satisfy their customers" needs and wants. Marketing services differs from marketing products because of 4 differences unique to services: intangible, inseparable, inconsistent (variable), and cannot be held in inventory (perishable) Intangible: a characteristic of a service; it cannot be touched, tasted, or seen. Service providers offer cues to help their customers experience and perceive their service more positively (waiting room w/ tvs, computer games, toys for children, beverages, comfy chairs) Atmosphere and images are used to convey value and benefits. Inseparable: a characteristic of a service; it is produced and consumed at the same time- that is, service and consumption are inseparable. Little opportunity to try the service before purchasing. Because the risk for services can be high, services provide warranties and guarantees.