BU352 Chapter Notes - Chapter 10: Liquid Oxygen, Service Recovery
Document Summary
Services are intangible: cannot be touched, tasted, this can be difficult for marketing, as hard to convey benefits, e. g. explaining why you liked your visit to the dentist. Services are produced and consumed at the same time (inseparable: when going for haircut for example, get it while you are at place. Interaction with service provider can also affect perception of service, all in present: high purchase risk as can"t return a cavity filling for example or haircut, because of this high risk, companies offer warranties and guarantees. Service quality can be inconsistent: variability in food quality at restaurants. Inferior service cant be recalled though: how work to limit these inconsistencies, training and standardization: make all locations as similar as possible, replace people with machines (replace tellers with atm, self-checkout) Designed to highlight areas where customers believe they are getting fewer or poorer services than they expect (gaps) and how they can be closed.
