Verified Document

Service Reviews Customer Responses To Term Paper

At the second dealership, Carol felt the salesperson respected her knowledge about cars and answered her questions without talking down to her. She was very pleased with her purchase and told the salesperson she would be happy to recommend the dealership to her friends. Kathy, a plus-sized lady who is sensitive about her size, was shopping for a dress to wear to her son's wedding. She went into an independently-owned dress shop that had come highly recommended. A young saleswoman "breezed by" and told Kathy to let her know if she needed help with anything, then promptly disappeared. Kathy felt overwhelmed by the choices among dresses and left the shop within a few minutes. She drove to David's Bridal, a move she had been resisting because she likes to shop independent stores rather than chains if she can. As soon as she walked in the door, Kathy was greeted by a pleasant young saleswoman who asked questions about the wedding venue, colors for the bridal party, and Kathy's preferences for colors and styles. Kathy tried on several dresses and really appreciated the fact that the saleswoman was objective in her assessments, rather than merely telling...

Kathy felt that, with the saleswoman's help, she eventually chose a beautiful dress that was perfectly suited to her taste and body type.
In all three cases, the individuals interviewed were satisfied with service experiences with which they were treated respectfully. They each felt vulnerable, Ken because of his age, Carol because of her gender, and Kathy because of her size. They had positive experiences when they felt accepted and valued, not diminished. As Morrison and Crane (2007) point out, "It is the marketing of services where emotions play a key role." Ken was initially offered a different kind of service than what he requested, i.e., dental implants instead of dentures. For Carol and Kathy, however, the products in their unsuccessful and successful experiences were the same. They could have gotten the car and the dress, respectively, from any number of retailers. Service made the difference.

References

Morrison, S., & Crane, F.G. (2007). Building the service brand by creating and managing an emotional brand experience. Brand Management 14(5), pp. 410-421.

Sources used in this document:
References

Morrison, S., & Crane, F.G. (2007). Building the service brand by creating and managing an emotional brand experience. Brand Management 14(5), pp. 410-421.
Cite this Document:
Copy Bibliography Citation

Related Documents

Customer Service Management
Words: 2471 Length: 8 Document Type: Essay

Customer Management Description of the Business I am going to work with a chain of sandwich shops specializing in banh mi. The concept is simple -- banh mi is a Vietnamese sandwich on a baguette. They are usually quite affordable, often coming in a price point lower than the big sandwich chains. The name of the chain is going to be Uncle Ho's Banh Mi, with a tongue-in-cheek Uncle Ho as the

Customer Relationship Management
Words: 1892 Length: 7 Document Type: Research Paper

Customer Relationship Management Over the last several years, customer relationship management (CRM) has become an area which is helping firms to reduce costs and increase productivity. This is because it is focusing on offering small, medium and large sized businesses with number of solutions to streamline their operations. While at the same time, they are utilizing technology to integrate various solutions together. The most notable include: technical support, sales, marketing and

Customer Service Website Marketing Plan
Words: 6464 Length: 18 Document Type: Term Paper

From a performance analysis perspective, costs of alternative support channels are first evaluated, followed by the key performance indicators (KPIs) typically used in financial services organizations to measure the performance of their online initiatives, most notably, websites. Following this discussion of performance analysis there is an analysis of resource availability and allocation of resources. Performance Analysis From a cost-per-incident analysis, the following table presents findings from Forrester Research specifically in measuring

Customer Relationship Management CRM and Customer Loyalty
Words: 1740 Length: 6 Document Type: Dissertation

Customer relationship Management (CRM) and customer loyalty are successful marketing strategies in banking industry in Hong Kong The role of customer relationship management is significant to facilitate the customer satisfaction within several industries including banking. Integration of marketing strategy, customer relationship and customer satisfaction processes results into reduced cost and performance improvement. Business allows the optimal use of resources resulting into optimal performance; it is facilitated through several initiatives of customer

Customer Expectations in the Hospitality
Words: 8123 Length: 30 Document Type: Thesis

For any hospitality services business to attain the role of trusted advisor they must consistently keep these elements of the proposed Services Expectation Model synchronized with each other. The approaches companies take to create Cooperative Advantage of accomplishing improved organizational performance on the one hand and superior customer value on the other require the prerequisite of their being a tightly coupled integration between Validation and Reinforcement of Trust and Social

Customer Service in C.H. Robinson
Words: 2126 Length: 7 Document Type: Research Proposal

Training programs are also another useful means of creating employee satisfaction as they give the sense of support in the professional formation of the individual. The implementation of the reduced retail prices is only possible through processes of internal cost reduction. The first step is that of lowering the profit margin in the meaning of accepting reduced profits. Then, the organizational leaders could engage in conversations with the purveyors in

Sign Up for Unlimited Study Help

Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.

Get Started Now