MNM3713 - Services Marketing - Alternative Assessment Nov 2020
Capitec Bank - 88% final mark
Q1 - Factors Influencing Consumer Decision-Making
Q2 - 4 Perspectives to Assess Service Quality
Q3 - 3 Principal Factors Causing Inconsistencies Between Service Delivery & External Communications
Q4 ...
6 factors influencing consumer decision making during service encounter
four perspectives to assess quality of service
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University of South Africa (Unisa)
MNM3713 - Services Marketing (MNM3713)
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MODULE CODE
MNM3713
TITLE
Services Marketing
Alternative Assessment
Oct/ Nov 2020
by
Name Student Number Contact details
,Declaration
Complete and sign the following declaration.
PLAGIARISM DECLARATION FORM
Name :
Student No. :
Module code : MNM3713
I declare that this report entitled, “Alternative Assessment” for “Services Marketing” is my
own work and that all the sources that I have used or quoted have been indicated and
acknowledged by means of complete references. I did not receive help from any other
person/student or entity
Signature :
Date : 01 December 2020
,Table of Contents
Declaration............................................................................................................................................2
Introduction...........................................................................................................................................4
1. Factors that influence consumer decision-making during the service encounter phase...................4
2. Four (4) different perspectives Capitec’s customers will use to assess the quality of their service...7
3. Three (3) principal factors that can cause inconsistencies between their external communicated
and their service delivery.......................................................................................................................8
4. Distinguish between four (4) new types of services Capitec Bank can implement............................9
Conclusion...........................................................................................................................................10
References:..........................................................................................................................................11
, Introduction
Services are the intangible transaction of our economy in which intangible goods are
transferred from the seller to the buyer. Services include banking services, leisure services,
and entertainment, health care and car rentals among many. In this portfolio I will mainly
focus on banking services from Capitec bank as my focus case study. I will be looking at
how Capitec can market its services to the customers to remain competitive in the banking
sector. I will also be explaining how the way customers make their decisions can be
influenced by various factors which can be beneficial or detrimental to the business
depending on how Capitec manages the service encounter. I will also be noting the
problems and opportunities in the services sector.
1. Factors that influence consumer decision-making
during the service encounter phase
The service process
The service process is a factor that influences consumer decision making during the service
encounter phase. The service process refers to the actual actions, mechanisms, and flow of
activities by which the service is delivered to a customer. How the service process unveils
will influence Capitec customer’s service experience. When a customer’s global one card
gets stollen by thieves he or she engages in a process to stop the thieves from stealing his
money from his bank account. The first step the customer can take is to call Capitec
customer service line to report that the card has been stollen. The call argent who answers
the phone will tell the customer to hold on while he directs the call to the person in charge of
cancelling the card. When the customer gets hold of the person responsible, she will then
explain that the card has been stolen and she would like Capitec to cancel her card. The
Capitec employee will then do verification checks to make sure that he is speaking to the
owner of the Capitec account. The employee will ask personal information that only the
owner of the account will know like the name, surname, date of birth and gender to verify if
they are dealing with the customer or the thief. Once verified the Capitec employee will
immediately cancel the Global one card. The next stage in the process is whereby the
customer applies for a new card and then told when to come to the branch to collect the
card. The alternative process that the customer can do when their card is stolen or lost is to
do self-help service online whereby, he can cancel her own card on the Capitec bank mobile
app. The process of the customer cancelling the bank card themselves online is fast and
efficient if the customer knows technology and online banking but if he does not know much
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