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Customer service

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Presentation outlining how retail setting and staff influences buying behaviour, using contemporary marketing research.

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Customer service

  1. 1. Peter Prevos Marketing Management The Importance of Customer Service
  2. 2. Customer Service Hypotheses Retail setting and staff influences buying behaviour When product, price and promotion are identical, the better service provider will be more successful
  3. 3. Customer Service Marketing Mix <ul><li>Product
  4. 4. Price
  5. 5. Place
  6. 6. Promotion
  7. 7. People
  8. 8. Process
  9. 9. Physical Evidence </li></ul>Mary Jo Bitner, services marketing guru.
  10. 10. Customer Service Place <ul><li>Servicescape </li><ul><li>Environmental dimensions
  11. 11. Holistic environment
  12. 12. Moderators
  13. 13. Internal responses
  14. 14. Behaviours </li></ul><li>Atmospherics
  15. 15. Gruen Transfer </li></ul>Cluttered display of books stimulates buying.
  16. 16. Customer Service People <ul><li>Genuine smiles impacts the bottom line
  17. 17. Emotional contagion
  18. 18. Mirror Neurons </li></ul>Path model and associated correlations (Gountas et al. 2007).
  19. 19. Customer Service Process <ul><li>How staff and customers behave </li><ul><li>Socialisation
  20. 20. Procedures </li></ul></ul>Apple uses a long waiting time as a signal for quality created through promotion.
  21. 21. Customer Service Online Retail <ul><li>Price competition
  22. 22. Information availability
  23. 23. Convenience
  24. 24. Dissatisfaction with retail
  25. 25. Success of home making </li></ul>Online stores provide strong competition for 'brick and mortar' stores.
  26. 26. Customer Service Summary <ul><li>Claim : Retail setting and staff influences buying behaviour
  27. 27. Qualifier : Equal product, price and promotion
  28. 28. Rebuttal : Success of online retail
  29. 29. Data (Grounds) : Behaviour and place affects perception of quality and repurchase intention
  30. 30. Warrant : Human behaviour is non rational
  31. 31. Backing : Virgin Blue </li></ul>Toulmin model for sound arguments (Toulmin 1969).
  32. 32. Customer Service Managerial Implications <ul><li>Recruitment
  33. 33. Training
  34. 34. Store design
  35. 35. Service blueprinting </li></ul>Service Blueprint.
  36. 36. <ul><li>Bitner, Mary Jo (1992) Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing 56(2), 57-71.
  37. 37. Booms, B.H. and Bitner, M.J. (1981), Marketing strategies and organization structures for service firms, in Donnelly, J.H. and George, W.R. (Eds), Marketing of Services , American Marketing Association, Chicago.
  38. 38. Borden, Neil H. (1964) The concept of the marketing mix. Schwartz, George (ed.) Science in Marketing , New York: John Wiley.
  39. 39. Gountas, Sandra, Ewing, Michael T., and Gountas, John I. (2007) Testing airline passengers' responses to flight attendants' expressive displays: The effects of positive affect, Journal of Business Research 60, 81–83.
  40. 40. Krishna, Aradhna, and Morrin, Maureen (2008) Does touch affect taste? The perceptual transfer of product container haptic cues, Journal of Consumer Research 34, 807–818.
  41. 41. Lovelock, C., Patterson, P. and Walker, R. (2007) Services Marketing 4 th ed. Person Education.
  42. 42. Macknik, Stephen L. and Martinez-Conde, S. (2010) Sleights of Mind. New-York: Henry Holt.
  43. 43. Toulmin, S. (1969). The Uses of Argument, Cambridge, England: Cambridge University Press.
  44. 44. Woods, A.T., Poliakoff, E., Lloyd, D.M., Kuenzel, J., Hodson, R., Gonda, H., Batchelor, J., Dijksterhuis, G.B., and Thomas, A (2011): Effect of background noise on food perception, Food Quality and Preference 22(1), 42–47. </li></ul>Customer Service References

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