Summary
Summary BEM 120: CHAPTER 2 NOTES
BEM 120 CHAPTER 2 NOTES :)
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
Content preview
EVALUATION QUALITIESCHAPTER 2 • qualities indicate qualities present in service
value: from customer service to satisfaction that can be evaluated by customer
and loyalty o search qualities (colour, fit, smell)
§ attributes customer can
BENEFITS OF PROVIDING BETTER SERVICE evaluate prior to purchasing
• increased market share service
o improved service quality can entice § tangible products are high in
competitor’s customers to switch, search qualities
which increases market share § services rarely display
o matching superior service is difficult attributes in respect of core
• improved value proposition service
o adding superior customer service to o experience qualities (gardening)
superior service increases § attributes customers can
customer’s perceived value evaluate during + after
o customers make future purchasing consumption process
decisions based on perceived value § customers rely on expectation
• financial impact of how they want to feel when
o improved financial performance is using services together with
outcome of higher sales income & technical outcome
lower costs due to improved o credence qualities (education)
efficiency § attributes customers find
• to gain marketing benefits difficult to evaluate even after
o quality accreditation or awards are consumption
used by organisations to substantiate § customers will never really
marketing communication claims know whether service was
o being publicly recognised for good/poor quality
delighting customers has potential to
attract new customers 3 LEVELS OF VALUE FROM CUSTOMER’S POV
• perceived quality of service delivered
INCREASING VALUE • expectations about characteristics of service
• difference between customer’s perception of • perceptions of actual service delivered
benefits received from purchasing &
consuming service + customer’s perception ROLE OF CUSTOMER SERVICE IN VALUE CREATION
of costs incurred in exchange for service • customers will go to places where they feel
• customers will buy service when: welcome
o benefits of exchange > cost of • guidelines to develop customer-centred
exchange culture:
o service offers superior value o customer service systems
compared to other alternatives in § design service delivery
market systems from customer’s pov
o customer service commandments
VALUE LEVELS § ask customers what they want
• value customer derives from service § have effective systems in
• value customer derives from quality of place
supporting service act § under-promise & over-deliver
§ the answer is always yes
1
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller saaymanzante. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R55,00. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67474 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy summaries for 14 years now