Scribd
Upload
2 views

Service Marketing Revision Notes

The document outlines key concepts in service marketing, emphasizing the importance of building customer relationships to enhance loyalty and retention. It discusses the roles of frontline staff in operationalizing loyalty, strategies for service recovery, and the service gap between customer expectations and actual service received. Additionally, it highlights factors influencing customer expectations, including implicit promises and perceived alternatives.

Uploaded by

cretle21
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
2 views

Service Marketing Revision Notes

The document outlines key concepts in service marketing, emphasizing the importance of building customer relationships to enhance loyalty and retention. It discusses the roles of frontline staff in operationalizing loyalty, strategies for service recovery, and the service gap between customer expectations and actual service received. Additionally, it highlights factors influencing customer expectations, including implicit promises and perceived alternatives.

Uploaded by

cretle21
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

Service Marketing Exam Revision Notes

Building Customer Relationships

1. Benefits of Building Customer Relationships:

- Increases customer loyalty and retention.

- Encourages repeat purchases and referrals.

- Builds trust and enhances brand reputation.

2. Wheel of Loyalty:

- Helps businesses understand how to move customers from satisfaction to loyalty.

- Includes segments like acquiring the right customers, building a foundation, and reducing churn drivers.

3. Who is a Frontline Staff?

- Employees who interact directly with customers (e.g., receptionists, cashiers).

4. How Frontline Staff Operationalize Loyalty:

- Providing consistent, quality service.

- Being attentive and responsive to customer needs.

- Creating a positive and personalized experience.

5. Building Foundation:

- Delivering service excellence.

- Meeting customer expectations.

- Creating trust and reliability.

6. Reducing Churn Drivers:


Service Marketing Exam Revision Notes

- Identifying reasons customers leave.

- Improving complaint resolution.

- Increasing customer satisfaction.

Understanding Customer Responses to Service Failure

1. Service Failure:

- When a service does not meet customer expectations.

2. Service Recovery:

- Actions taken to correct a failed service and regain customer trust.

- Includes apologies, refunds, or compensations.

3. Service Recovery Paradox:

- Customers may become more loyal if the recovery is handled exceptionally well.

4. Firm Attitudes That Contribute to Failure:

- Poor employee training.

- Ignoring complaints.

- Disorganized service delivery.

Customer Expectations and The Service Gap

1. The Service Gap:

- The difference between customer expectations and actual service received.


Service Marketing Exam Revision Notes

2. Implicit Service Promises & Personal Service Philosophy:

- Implicit Promises: Unspoken cues like price and reputation.

- Personal Philosophy: Beliefs formed from previous service experiences.

3. Desired Service:

- The ideal level of service customers hope to receive.

4. Adequate Service:

- The minimum acceptable level of service.

5. Word of Mouth:

- Influences expectations through reviews and personal recommendations.

6. Perceived Service Alternatives:

- The more options a customer believes they have, the higher their expectations.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy