Marketing: Customer Service Essay
(after chapter 1 lectures)
1. What is so distinctive about services marketing that it requires a special approach, set of concepts, and body of knowledge?
Services are defined in as “deeds, processes and performances”. None of these physical objects are physical objects in which a customer can take ownership of, because it is so different from products, service marketing requires a special approach, set of concepts and body of knowledge.
2. What do you mean by variability of inputs and outputs in services? Give two examples.
The presence of personnel and other customers in the operational system makes it difficult to standardize and control variability in both service inputs and outputs.
Manufactured …show more content…
Technology has provided new opportunities for self-service, where delivery takes place electronically through interactions with equipment rather than people. Examples of these self-service technologies (SSTs) include bank ATMs, automated package tracking, pay-at-the-pump terminals at gas stations, automated kiosks for airline tickets and Internet investment transactions. In these types of encounters,