Marketing
Service marketing vocabulary
Service marketing vocabulary
Set of flashcards Details
| Flashcards | 61 |
|---|---|
| Language | English |
| Category | Marketing |
| Level | University |
| Created / Updated | 18.05.2016 / 14.01.2020 |
| Weblink |
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Explain the service recovery paradox
Customer who experience a failure that is satisfactorily resolved mal be more likely to make future purchase than customers without problems.
How to enable effective service recovery ?
- be proactive and help before customer compain
- plan recovery procedures and prepear skript for employees
- teach recovery skills
- empower personnell to use judgement skills to develope recovery solutions
How to design a effective service guarantee?
- unconditional
- easy to understand, invoke and collect
- meaningful to the customer
- credible
What is the power of service guarantees
Service guarantee set clear standards for the firm, and they also reduce customers risk perception and can build long-term loyalty.
3 priciples of service recovery sytems
- make it easy to give feedback
- enable effictive service recovery
- establish appropriate compensation level
Groups of jaycustumers (how to manage them)
- the Cheat - fake returns ar complains
- the Thief - no intention to pay
- the Rule breaker
- the Belligerent - shouting angrily
- the Famliy Feuders - customer argues with customer
- the Vandal
- the Deadbeat
to delight
erfreuen, gefallen, begeistern
measurable
messbar, nachweisbar
How to adjusting capacity to match demand ?
- use part time employees
- invite customer to self-service
-ask customer to share
- rent extra facilities/equipment
Why is the customer loyalty important for service firm's profitability?
The longer cutomer stay in with a firm the more profitable they became.
The profits derived from loyal customers come from:
1. increased purchase
2. reduced operation costs (for instance they need less assistance)
3. referral of new customers (word-of-mouth is like free advertising)
4. price premiums ( New customers often benefit from inductory discounts)
How to deepen the customer realtionship?
To make a switch more difficult
Cross-selling and Bundeling: to have many services with one firm, sometimes bundles do come with price discounts. Bank account+ familiy account+ credit card
Why is it important to target the right customer?
- match what firm can deliver
- focus on number and value
- "right customers" are not always high spenders
Value
Wert, Nutzen
proposition
Angebot, Vorhaben, Absicht, Aussage
referral
Empfehlung
Einkommen, Ertrag
Service Landschaft
unterscheiden
ablehnen
überschuss
ungenügend, mangelhaft
erfassen
Schlange stehen
beschäftigt
Mittelmaß
Anreiz
verbleiben
abgeleitet
abschreiben
Staffelung
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