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Customer Service Marketing Essay

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CASE I SUSAN MUNRO, SERVICE CONSUMER Ray – Ann Julian MW 1:00 – 2:30 Sir Daniel Hebron Services Marketing In the course of a single day, a busy young woman makes use of a wide array of service… Susan Munro, a final-year business student, had worked late the night before on a big paper and overslept the following morning in the apartment she shared with three other students. Her roommates, who had early classes, had already left when she got up. After showering, she dressed hurriedly, then made a quick cup of coffee. But she skipped her usual bowl of cereal, figuring she could pick up a bagel at school. Noticing that the weather outside looked ominous; she clicked onto the Internet to check the local …show more content…

Categorize them according to the nature of the underlying process. This is the list of services Susan had used and is planning to use. The services were classified based on the nature of the underlying processes it takes to take effect, namely; People processing, Possession processing, Mental stimulus processing, and Information processing. People processing o Apartment lodging o Bus trip o Food stand o Food court o Hair salon o Optometrist Possession processing o Water service (utilized when she took her shower) o Mail (when she sent the letter, and in another instance received a letter form the Insurance company) o Dry – Cleaning ( includes the present and future service provider) o Electricity service (when Susan turned the kitchen lights on) o Pizza delivery Mental stimulus processing o Weather forecast o Education o Telephone Information processing o Internet o ATM o Insurance o Bank account 2. What needs is she attempting to satisfy in each instance? The needs Susan is attempting to satisfy in each instance are: o Apartment – lodging o Water services – to take her shower (hygienic purposes) o Internet – information about the weather o Weather forecast – to prepare precautionary actions for the update o Mail – communication o Bus trip – transportation o Food stand (bagels) - hunger o Education –

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