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The document discusses key concepts in services marketing and customer relationships. It outlines the nature and importance of services, characteristics of services like intangibility and heterogeneity, and issues in planning and marketing services. It also discusses the four Rs of services marketing - retention, referrals, relationships, and recovery. Finally, it notes the impact of technology on service delivery and the importance of customer perceptions in measuring service quality.

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Chapter 12 Services Marketing and Customer Relationships Sommers  Barnes Ninth Canadian Edition Presentation by Karen A. Blotnicky Mount Saint Vincent University, Halifax, NS Copyright © 200 1 by McGraw-Hill Ryerson Limited
Chapter Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12 -
The Nature of Services ,[object Object],[object Object],[object Object],12 -
Goods and Services Continuum ,[object Object],[object Object],[object Object],[object Object],12 -
12 - Canned foods Ready- made clothes Auto- mobiles Draperies, Carpets Rest- aurant meals Repairs: auto, house, landscaping Air travel Insurance, Consulting, Teaching MOSTLY GOODS MOSTLY SERVICES The Goods-Services Continuum
Importance of Services ,[object Object],[object Object],[object Object],[object Object],12 - Copyright © 1998 by The McGraw-Hill Companies, Inc.
Characteristics of Services ,[object Object],[object Object],[object Object],[object Object],[object Object],12 -
Strategic Services Management ,[object Object],[object Object],[object Object],[object Object],12 -
Strategic Product Implications ,[object Object],[object Object],[object Object],[object Object],12 -
Managing Service Quality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12 -
Pricing Services ,[object Object],12 - ,[object Object],[object Object],[object Object],[object Object]
Distribution of Services ,[object Object],[object Object],[object Object],[object Object],12 -
Promotion of Services ,[object Object],[object Object],[object Object],[object Object],12 -
Four Rs of Service Marketing ,[object Object],[object Object],[object Object],[object Object],12 -
The Changing Environment for Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12 -
Other Considerations in Marketing Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12 -
Future Service Profitability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12 -

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Customer Service

  • 1. Chapter 12 Services Marketing and Customer Relationships Sommers  Barnes Ninth Canadian Edition Presentation by Karen A. Blotnicky Mount Saint Vincent University, Halifax, NS Copyright © 200 1 by McGraw-Hill Ryerson Limited
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  • 5. 12 - Canned foods Ready- made clothes Auto- mobiles Draperies, Carpets Rest- aurant meals Repairs: auto, house, landscaping Air travel Insurance, Consulting, Teaching MOSTLY GOODS MOSTLY SERVICES The Goods-Services Continuum
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