Week 9 Notes
Week 9 Notes CONSCI 3910 - 0010
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CONSCI 3910 - 0010
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This 2 page Class Notes was uploaded by Ian Adams on Wednesday March 9, 2016. The Class Notes belongs to CONSCI 3910 - 0010 at Ohio State University taught by Jay Kandampully in Fall 2015. Since its upload, it has received 48 views. For similar materials see Consumer Service and Satisfaction in Behavioral Sciences at Ohio State University.
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Date Created: 03/09/16
CONSCI 3910 Week 9 Notes Internal Marketing People, process, and physical evidence are most important of the 7P’s of the services mix (the other parts are product, place, price, and promotion) Functions of the Firm o Human Resource Management Internal Marketing: Marketing to employees so they become loyal. Then it will be easier to motivate them to perform best services possible o Operations Interactive Marketing: Delivering the firm’s promise during Moments of Truth o Marketing External marketing: Marketing to customers outside of a firm Service Promise: Firms make promises to customers that set the customers’ expectations The old way of marketing included companies trying to tell customers what they wanted instead of focusing on adapting services to suit the customer Management Implications o Support Systems The technology that impresses customers Example: Keyless hotel where you use a mobile app to open door o Empowerment Empower employees to correct complaints customers have Traditionally, employees needed to ask managers to correct mistakes Now, employees can correct mistakes without contacting managers Customers can be empowered through online communities Customers are empowered with the ability to market the firm through wordofmouth o Information and Knowledge When customers come to you, they believe you have information they cannot get on their own Employees must be knowledgeable in order to impress customers and retain their business Marketing Impacts o Referrals Customers spread their experiences with firms through wordofmouth The more referrals a firm gets, the more repeat customers a firm will have o Feedback Need clear feedback collection methods to effectively use feedback to improve firm Need to know what customers value and what they do not value o Value CONSCI 3910 Week 9 Notes Firms must provide customers with value that they cannot find other places This ensures the firm will have repeat business Outcome of Experience o Today, wordofmouth can be spread easily and rapidly with the advancing digital world o Social media allows customers to quickly show their experiences with a firm to their friends and family Loyalty Programs o For employees Important so employees stay engaged with the company Example: If you work at Starbucks, you can study at Arizona State for free o For customers Important to ensure that a customer will remain with a firm for a long period of time Marketing Service Image o Represented by customers (the market), shareholders, service personnel (who directly represent the brand through customer interactions), and suppliers The higher the firm’s image, the more suppliers will want to work with the firm, and success will be greater for a longer period of time
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