What is a service?A common definition for a service in marketing terms is:A service is any performance, experience or act (that one party can offer to another and that is essentially intangible and does not result in the ownership of anything.A good way to remember the scope of the services to use the acronym of […]
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Using and Understanding the Intangibility ContinuumEssentially all product offerings in the marketplace are a mix of services and goods – that is, intangible and tangible elements. This was first documented by Lynn Shostack in 1977 in a journal article published in the Journal of Marketing (Breaking Free from Product Marketing). (Note: It is at a
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What’s the Difference between Services Marketing and Customer Service?When you study Services Marketing at university, essentially you are learning about firms that primarily sell a service as their core product. The whole essence of a services marketing textbook revolves around “pure” service firms.However, when we hear the word “service” we often think of customer service.
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List of SERVQUAL QuestionsBelow is a table (and a diagram at the bottom) containing the 22 questions originally used to construct the SERVQUAL model. There are several issues to note about the structure of the SERVQUAL questionnaire:About half the questions are posed as a negative question (as highlighted in the below table). This approach was
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Learn about the key differences between service quality and customer satisfaction in marketing and customer service. Find out why it’s important for companies to achieve both high levels of service quality and customer satisfaction for long-term success.
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Is Pursuing High Customer Satisfaction Worthwhile?The relationship between high customer satisfaction, leading to increased customer retention (loyalty), resulting in increased long-term profitability is generally well supported by academic research and commercial practice.But there are situations and industries where this logical relationship may not hold true. Therefore, when reviewing customer satisfaction issues it is important to
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Customer Satisfaction (CSat) and Customer Value are Different Concepts in MarketingCustomer satisfaction and value are both fundamental concepts in the understanding of marketing. It is important to note that while they are highly interrelated, they also operate independently.Essentially, value is when a consumer perceives that they will get a good deal from the company, brand,
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Don’t Under-promise and Over-deliver!It’s a common cliché to under-promise and over-deliver, which even some marketing consultants and professional speakers have tended to suggest. The problem with this approach is that it is based on a very simplistic understanding of the customer satisfaction model and is a very poor strategic choice for a firm.Let’s start at
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About the SERVQUAL (or RATER) Model(Note: This model is also referred to as the RATER model, which stands for the five service factors it measures, namely: reliability, assurance, tangibles, empathy and responsiveness.)As is indicated by the name of this model, SERVQUAL is a measure of service quality. Essentially it is a form of structured market
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What are the Limitations of CSat? (Customer Satisfaction)As we know, there are many benefits of customer satisfaction and many firms strive to maximize their CSat scores. In service firms in particulars, customer satisfaction is often their key marketing goal (and most significant marketing metric) that is regularly tracked and assessed.However, there are a number of
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