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(Factors
that determine service quality)
Tangibles:
The physical part of service, such as the uniforms on the
hotel staff, a convenient location for a hair stylist and the "pick-up"
receipts from a dry cleaner.
Reliability:
Dependable, consistent and reliable service. It might be
the motel chain that offers neat, well-maintained rooms at every location
you visit, the car wash that consistently cleans your car inside and
out or the bank that keeps its ATM machines stocked with money for account
withdrawals at all times.
Responsiveness:
How quick, willing, competent, and prepared are the staff
who provide service. Does the tax preparation service accurately complete
your annual tax returns? Can you get an appointment when you need one?
Are your phone calls promptly answered? Do you get timely answers to
your questions?
Assurance:
The commitment and confidence of your service provider. This
would include warranties or guarantees, the confidence you feel when
a health care provider gives you advice or even the assurance by the
oil-change facility that the staff has thoroughly checked all fluid
levels in your vehicle.
Empathy:
How well do service providers adapt and customize what they
offer to meet customer needs. Perhaps it's the dentist who lets you
schedule your check-ups early in the morning so you can still get to
work on time or the maid service that cleans your house according to
your preferences.
(Distribution
Intensity)
Intensive
distribution: Distribute the product to a maximum
number of channels in the areas where the product is sold.
Selective
distribution: Limit the number of retailers who carry the
manufacturer's products, although there will typically be more than
one retailer in any local area. Selected retailers may have to meet
company guidelines to qualify, such as how the product is advertised,
priced and displayed.
Exclusive
distribution: Manufacturers only approve one retailer in
a geographic region to carry their products. The manufacturers may be
trying to build an image of prestige or quality by making the product
available at exclusive locations. The manufacturers and retailers will
usually build close marketing relationships.
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