MKTG 315 Study guide
MKTG 315 Chapter 1 Introduction to Services
Discussion Question
Page(s)
Answer
1. What distinguishes service offerings from customer service? Provide specific examples.
3-5
Service offerings are intangible products offered for sale to customers. These can be services sold to business customers (e.g., consulting services, shipping services) or to end consumers (e.g., restaurant services, transportation, health care). Service offerings can be sold by traditional service companies (e.g., Bank of America) as well as manufactures (e.g., IBM). A company does not need to be a “service company” in the traditional sense to sell services.
Customer service can be also be offered by service, IT and manufacturing business. It is service provided in support of a company’s core product, whether these core products are services or goods. Customer service includes things like answering questions, billing, handling complaints, taking orders, etc. There is typically no charge for customer service.
2. How is technology changing the nature of the customer service and service offerings?
14-19
New Service Offering
— Internet results in a host of new services. Internet-based companies like Amazon and eBay offer online-shopping services.
— Smart phones offer innumerable service applications.
New Ways to Deliver Service
— Technology is providing approaches for delivering existing services in more accessible, convenient, product ways.
— Technology facilitates basic customer service functions (online bill-paying, e-mail questions, online banking, order tracking), transaction (both retail and business-to-business, Cisco Systems), and learning or information seeking.
Enabling Both Customers and Employees
— Through self-service technologies, customers can serve themselves more effectively.
— Via online banking, customers can access their accounts and check balances without the bank’s assistance.
— For employees, technology can provide tremendous support in
Discussion Question
Page(s)
Answer
1. What distinguishes service offerings from customer service? Provide specific examples.
3-5
Service offerings are intangible products offered for sale to customers. These can be services sold to business customers (e.g., consulting services, shipping services) or to end consumers (e.g., restaurant services, transportation, health care). Service offerings can be sold by traditional service companies (e.g., Bank of America) as well as manufactures (e.g., IBM). A company does not need to be a “service company” in the traditional sense to sell services.
Customer service can be also be offered by service, IT and manufacturing business. It is service provided in support of a company’s core product, whether these core products are services or goods. Customer service includes things like answering questions, billing, handling complaints, taking orders, etc. There is typically no charge for customer service.
2. How is technology changing the nature of the customer service and service offerings?
14-19
New Service Offering
— Internet results in a host of new services. Internet-based companies like Amazon and eBay offer online-shopping services.
— Smart phones offer innumerable service applications.
New Ways to Deliver Service
— Technology is providing approaches for delivering existing services in more accessible, convenient, product ways.
— Technology facilitates basic customer service functions (online bill-paying, e-mail questions, online banking, order tracking), transaction (both retail and business-to-business, Cisco Systems), and learning or information seeking.
Enabling Both Customers and Employees
— Through self-service technologies, customers can serve themselves more effectively.
— Via online banking, customers can access their accounts and check balances without the bank’s assistance.
— For employees, technology can provide tremendous support in