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Customer service insights summary
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Summary of all the chapters discussed during the classes for Customer service insights at BUAS year 3 in 2022.
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Samenvatting Services Marketing, ISBN: 9781526847805 Customer service insights (CSI)
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Samenvatting hoofdstuk 1,2,8,9,10 Services Marketing
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InhoudChapter 1: Introduction..........................................................................................................................1
Service contexts:.................................................................................................................................4
Service dominant logic:......................................................................................................................4
Technology and evolution of services:................................................................................................5
The Service Triangle:...........................................................................................................................6
Chapter 2: The gaps model of service quality.........................................................................................6
The customer gap:..............................................................................................................................6
The provider gaps...............................................................................................................................7
Putting it all together: closing the gaps..............................................................................................9
Chapter 8: Service innovation and design..............................................................................................9
Service blueprinting:.........................................................................................................................12
Chapter 9: Customer-Defined service standards..................................................................................15
Factors necessary for appropriate service standards.......................................................................15
Development of customer-defined service standards:.....................................................................17
Chapter 10: The physical and virtual services cape..............................................................................19
What is physical and virtual landscape?...........................................................................................19
How does physical evidence affect the customer experience?........................................................19
Servicescape usage:..........................................................................................................................20
Servicescape complexity:..................................................................................................................20
Strategic roles of the services cape:.................................................................................................20
The underlying framework – the physical service cape:...................................................................21
Chapter 1: Introduction
, What are services? Examples:
Transport services Using: buses, trains, taxi’s to bring you to your
destination
Hospitality services Buying coffee from Starbucks, going to a club.
Medical services Making a visit to the doctor/dentist.
Communication services Using your mobile phone or receiving e-mails.
Entertainment services Watching movies on Netflix / going to a concert.
Leisure services Working out at the gym or planning a holiday.
Delivery service Getting a pizza or package delivered.
Personal services Visiting the hairdresser or getting nails done.
Repair services Getting your laptop fixed or shoes re-heeled.
Retail services Buying clothes and food.
Public services Having your refuse or recycling taken away.
In all of these services you will have interacted with activities, processes and performances delivered
by people, organizations and technology. Although we rely on simple broad definitions of a service,
be aware that over time services are defined in different ways: tangible or intangible.
‘’All economic activities whose output is not a physical product or construction, is generally consumed at the
time it is produced, and provides added value in forms (such as convenience, amusement, timeless, comfort or
health) that are essentially intangible concerns if its first purchaser.’’
, 1. Services directed at peoples bodies: (People, tangible).
Services like this require the recipient to be physically present within the service. (Visit the dentist,
take the train, getting a massage). Could also be at home but commonly you have to visit someone.
YOU are a key part of the delivery of this service, because you need to be present (Airport, be on
time). Transport delivery services needs to be inviting, attractive for potential customers + good
location.
2. Services directed at peoples tangible possessions: (Possessions, tangible).
Services do not require the customer to be present when delivered, maybe at the start or end (car
services. EX: car repair or at a laundrette. Location and attractiveness = less important because
operational issues are more important.
3. Services directed at peoples minds: (People, intangible)
Include services such as: education, arts, professional advice, news etc. Although customers go to a
physical school, theatre, these services don’t need internet or broadcast/streaming technology. The
service is delivered from a distance without the customer being present in the place where the
service is produced.
Concerts, online school, sport game can be recorded, produced, stored. The service provider doesn’t
have to be active at the same time as the customer.
4. Services directed at peoples intangible possessions (Possession, intangible).
Services such as banking, insurance, accountancy can be delivered with very little direct interaction
between the customer and the organization. Customers sees very little tangible, therefor difficult.
Tangibility spectrum:
Services tend to be more intangible than manufactured product; more tangible. But the fast food
industry (intangible; service) also has tangible components; food, packaging. Car manufacturing
(tangible) offers intangible services; transportation, navigation.
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