CHAPTER 3

27問 • 1年前

問題一覧

concerns the item itself: the technical content, the product features, the ease of use, the style and the quality

core product

which can be called ‘product surround’, represent the availability of the product, the ease of ordering, the speed of delivery, and aftersales support.

service elements

7 Rights of customer service

right quantity, cost, product, customer, time, place and condition

Transaction Elements are usually divided into three categories.

pre-transaction elements, transaction elements, post-transaction elements

these are customer service factors that arise prior to the actual transaction taking place. They include: - written customer service policy - accessibility of order personnel - single order contact point - organizational structure - method of ordering - order size constraints - system flexibility

pre-transaction elements

these are the elements directly related to the physical transaction and are those that are most commonly concerned with distribution and logistics. - order cycle time - order preparation - inventory availability - delivery alternatives - delivery time - delivery of complete order - condition of goods - order status information

transaction elements

these involve those elements that occur after the delivery has taken place, such as: - availability of spares - call-out time - invoicing procedures - invoicing accuracy - product tracing/warranty - return policy - customer complaints and procedures - claims procedures

post-transaction elements

Multifunctional dimensions the four main multifunctional dimensions are.

time, dependability, communications, flexibility

usually order fulfilment cycle time

time

guaranteed fixed delivery times of accurate, undamaged orders

dependability

ease of order taking, and queries response

communications

the ability to recognize and respond to a customer’s changing needs

flexibility

Two conceptual models of service qualilty

customer aspects, customer experiences

Any mismatch from customer aspects and customer experiences can be called the ‘service quality gap

true

- the identification of the main decision maker or buyer of the product - use of personal interviews to determine the importance of customer service and the different elements within customer service - the use of group interviews to determine the same

Identify the main elements of service and identify suitable market segments

Recognized research techniques can be used within the questionnaire to enable measurement of the relative importance of the difference service components identified. Example small list of components, some form of order ranking (most to lease important) or rating scale can be used

Determine the relative significance of each service element.

Having identified the key service components and their relative importance to the customer, the next step is to measure how well the company is performing for each of these key components. This can also be achieved using the questionnaire.

Establish company competitiveness at current service levels offered.

This may be true in terms of product quality, method of ordering, level of service or any other of the many different service elements that can be identified.

Identify distinct service requirements for different market segments.

This is the implementation phase and it will depend on the results obtained from the stages that have been described. Alternative packages for the different market segments need to be costed accordingly and the most suitable packages determined.

Develop specific customer service packages.

This requires an effective focus on the measurement of the service provided, involving a systematic and continuous concentration on monitoring and control

Determine monitoring and control procedures.

can also be measured with respect to the order cycle time or the actual lead time from the receipt of the order to its final delivery to the customer.

order fulfillment

This is a measure that attempts to take into account all of the main attributes that go towards the completion of an order that absolutely satisfies customer requirements. This is sometimes known as ‘on time in full’ or OTIF.

the perfect order

thus service fulfilment has become a priority for any successful strategy;

the growth of customer expectation

many buyers now recognize the importance of service as well as price in the product offering;

the growing professionalism of buyers

there is little else to differentiate between products;

markets have become increasingly service-sensitive

where immediate product availability is the vital factor;

the diminution of brand loyalty, particularly with respect to FMCG,

such as relationship marketing where fulfilling service expectations is the key and customer retention is a priority

the development of new ideas

CHAPTER 7

CHAPTER 7

CHAPTER 12

CHAPTER 12

MKTG 85

MKTG 85

GNED 09

GNED 09

QUIZ 1

QUIZ 1

Quiz CHAPTER 1

Quiz CHAPTER 1

Quiz 2

Quiz 2

MKTG 106 CHAPTER 1 TO 3

BA · 45問 · 1年前

MKTG 106 CHAPTER 1 TO 3

CHAPTER

CHAPTER

CHAPTER 1 TO 4

CHAPTER 1 TO 4

CHAPTER 3-5

CHAPTER 3-5

CHAPTER 3

CHAPTER 3

CHAPTER 4, 5, 6

CHAPTER 4, 5, 6

CHAPTER 7

CHAPTER 7

ENUMERATION

ENUMERATION

問題一覧

concerns the item itself: the technical content, the product features, the ease of use, the style and the quality

core product

which can be called ‘product surround’, represent the availability of the product, the ease of ordering, the speed of delivery, and aftersales support.

service elements

7 Rights of customer service

right quantity, cost, product, customer, time, place and condition

Transaction Elements are usually divided into three categories.

pre-transaction elements, transaction elements, post-transaction elements

pre-transaction elements

transaction elements

post-transaction elements

Multifunctional dimensions the four main multifunctional dimensions are.

time, dependability, communications, flexibility

usually order fulfilment cycle time

time

guaranteed fixed delivery times of accurate, undamaged orders

dependability

ease of order taking, and queries response

communications

the ability to recognize and respond to a customer’s changing needs

flexibility

Two conceptual models of service qualilty

customer aspects, customer experiences

Any mismatch from customer aspects and customer experiences can be called the ‘service quality gap

true

Identify the main elements of service and identify suitable market segments

Determine the relative significance of each service element.

Establish company competitiveness at current service levels offered.

This may be true in terms of product quality, method of ordering, level of service or any other of the many different service elements that can be identified.

Identify distinct service requirements for different market segments.

Develop specific customer service packages.

This requires an effective focus on the measurement of the service provided, involving a systematic and continuous concentration on monitoring and control

Determine monitoring and control procedures.

can also be measured with respect to the order cycle time or the actual lead time from the receipt of the order to its final delivery to the customer.

order fulfillment

the perfect order

thus service fulfilment has become a priority for any successful strategy;

the growth of customer expectation

many buyers now recognize the importance of service as well as price in the product offering;

the growing professionalism of buyers

there is little else to differentiate between products;

markets have become increasingly service-sensitive

where immediate product availability is the vital factor;

the diminution of brand loyalty, particularly with respect to FMCG,

such as relationship marketing where fulfilling service expectations is the key and customer retention is a priority

the development of new ideas