Service
Service defines as the general benefit the service company will provide in terms of the bundle of goods and service sold to the customer. The services concept translates the customer-benefit concept into the range of benefits the services marketers will provide. For example like hotel, that services concept might specify the benefits that it will develop the flexibility, responsiveness, and courteousness in providing meeting room, full range of audiovisual equipment, flexible meal schedules, message services, professional personnel, climate-controlled meeting rooms.(Michael D. Hutt, Thomas W. Speh, Pg.360).
When a product sold oversea requires repairs, parts, or service, the problem of obtaining, training and holding a sophisticated engineering or repair staff is not easy. If the product breaks down, and the repair arrangements are not up to standard, the image of the product will suffer. In some cases, products abroad may not even be used for their intended purpose and may thus require modifications not only in product configuration but also in service frequency. For instance, snow plows exported from the United States are used to remove sand from driveways in Saudi Arabia. Closely related to servicing is the issue of product warranties. Warranties not only are instructions to customers about what to do if the product fails within a specified period of time but also are effective promotional tools. (Michael R. Czinkota, Ilkka A. Ronkainen, Pg.324)
The smiling service worker produced a higher level of customer satisfaction than the neutral service worker, regardless of the sex of the service worker (and the sex of the participant). In addition, the results indicate that this outcome involved both emotional contagion and affect infusion. ( ...