Using the SERVQUAL Model
This article covers using the SERVQUAL model to help improve overall service quality for a firm.
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Understanding Physical Evidence in the 7Ps Marketing Mix
Physical evidence embraces all corporate tangibles that customers perceive through their senses—sight, sound, touch, taste, smell. In essence, it forms the service environment in which the service is offered and delivered; setting the stage for the experience that is delivered.
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What are the Unique Characteristics of Services Marketing?
Explore how the unique characteristics of services marketing shapes the way businesses market services, by looking at intangibility, inseparability, perishability, variability, and heterogeneity.
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Example SWOT for an Airline
Here are some thought-starter ideas for preparing a SWOT analysis for an airline, where you can pick and choose the ones that best suit your needs and analysis.
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Free Customer Journey Map Excel Template
About the Customer Journey Map TemplateThis free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make their way to your brand and ultimately become loyal advocates.Download the free template here… customer-journey-map-Excel-templateThe template gives
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What is Utility in Marketing?
When a firm or brand strives to create and distribute a product that delivers utility for the end consumer, there are five types of different utilities that may be generated, these are: Form utility, Task utility, Time utility, Place utility, and Possession utility.
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Why Use a Brand Persona?
Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market – helps the firm more clearly understand the consumer.Generally firms will develop multiple brand personas –
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Brand Personas
Using Brand Personas in Customer Journey MappingA fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide.Target markets are smaller parts of the overall market, where consumers are grouped into sets of similar
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What is customer journey mapping?
As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer of a brand) in their journey to becoming a customer of the brand.
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Main phases of a customer journey
Three main phases of a customer journeyCustomer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of seeing cars, seeing promotional campaigns and product placement, being involved in discussions regarding motor vehicles, using
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