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2 months ago

Question 1.

Marketing academics and consultants Jeffrey Rayport and Bernie Jaworski believe that to deliver high levels of customer-perceived value, any customer-service interface should excel on four dimensions.  Define the term "customer-service interface" and identify the four dimensions on which it should excel.

Question 2.

Developing brand strategies for a service brand requires special attention to the elements of branding and marketing. Explain why it is different for branding a service versus a tangible product.
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Marketing Management
Edition: 13th
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2 months ago
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Answer 1

A Customer-service interface is any place at which a company seeks to manage a relationship with a customer, whether through people, technology, or some combination of the two.  To deliver high levels of customer-perceived value, any interface should excel on: (1) physical presence and appearance; (2) cognition; (3) emotion or attitude; and (4) connectedness.


Answer 2

First, choosing brand elements—the intangibility of services has implications for the choice of brand elements. Because service decisions and arrangements are often made away from the actual service location, brand recall becomes critically important. Second, establishing image dimensions—organizational associations are likely to be particularly important brand associations that may affect evaluations of service quality directly or indirectly. Service firms must design marketing communication and information programs so that consumers learn more about the brand than the information they get from service encounters alone. Lastly, devising branding strategy—services must also consider developing a brand hierarchy and brand portfolio that permits positioning and targeting of different market segments. Classes of service can be branded vertically on the basis of price and quality and vertically by subbranding strategies where the corporate name is combined with an individual name or modifier.
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