Discuss the special considerations about services during the ...

[justinmsk]

Discuss the special considerations about services during the postchoice stage of the consumer decision process.

Question 2

With respect to developing a marketing plan, what does it mean for a marketing plan outline to be consistent?
 A) The outline should be sufficient to ensure that information is not omitted.
  B) The outline should have the ability to be modified to fit the situation.
  C) The outline should flow in a logical manner.
  D) The outline should have some connection to other functional area plans.
  E) The outline should be consistent across firms in the same industry.

[TDubDCFL]

Answer to Question 1

 The postpurchase evaluation of services is a complex process.
 The evaluation process begins soon after the customer makes the choice of the service firm he or she will be using and continues throughout the consumption and postchoice stages.
 The evaluation is influenced by the unavoidable interaction of a substantial number of social, psychological, and situational variables.
 Service satisfaction relies not only on the technical quality of the service and the four elements of the servuction system-contact personnel, the servicescape, other customers, and internal organization systems-but also on the synchronization of these elements in the service production/consumption process.

Answer to Question 2

D