CHAPTER 9 & 10 Service

CHAPTER 9 & 10 Service

1. 9. Promoting the Interactive Service Experience

   • Integrated marketing (IMC)
     • Persuite of a single positioning concept for an org. or its products.
       • Achived by planning, coordinating and unifying all the communication tools
   • Tangibilizing the service
     • Making the service more concrete to understand it better
   • Promotional mix
     • Sales promotion: contests, sweepstakes, premiums, sales, coupons and free samples
       • Advertising: forceful reminders, enhanced service image the primary communication
         • Personal selling: tool for informing or persuading customers about complex or expensive service
           • Publicity and public relation:promoting service, particulary new or high-risk offerings
     • Guidelines for advertising service
       • Promote tangible cues
         • Capitalize on word-of-mouth communication
           • Make the service understood
             • Establish advertising continuity
               • Advertise to employees
                 • Promise what is posible
   • Vividness strategy
     • Use concrete language, tangible objects, and dramatization techniques to tangibilize the intangible

2. 10. Bulding Customer Loyalty Through Service Quality

   • Customer delight occurs when customer expectations are significantly exceeded
   • Link Customer-Provider
     • Servece deliver
       • Customer satisfaction
         • Customer-provider link
   • Gaps Model
     • The market Information gap
       • The service standars gap
         • The service performance gap
           • The internal communications gap
             • The service quality gap
   • Zone of intolerance
     • Range between desired service and adequate service

3. Viviana Lyn Barrón Noriega A01132277

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