Relationship with Customer Satisfaction
Integrated Marketing Communication
5 P’s – flow chart
Product (service), price, place, promotion, people
Promotion – Advertising, Public Relations, Sales Promotion, Professional Selling
Concept – change one attribute…need to change them all
Service Attributes
Understanding how SERVICE QUALITY = CUSTOMER SATISFACTION
Customer choose among products and services
Customer value – benefit that the customer gains from using a product/service compared to the cost
Customer Satisfaction – perceived performance in delivering value in relation to the buyer’s expectations…
