4.6 Extended Marketing Mix

Question 1

Importance of employee-customer relationships in marketing a service

Answer 1

• Businesses must hire and train the right employees to deliver good customer service
• Employee-customer relations determine the client’s experience and perception of the business

Question 2

Importance of delivery processes in marketing a service

Answer 2

• The way in which a service is provided and delivered
• it ensures that the same level of service delivery to each customer (while also accommodating customer preferences)
• payment methods, delivery services, queuing/ waiting times, after-sales

Question 3

Importance of tangible physical evidence in marketing a service

Answer 3

• The appearance of the physical environment directly impacts the customer’s perception of a business
• decor, atmosphere, cleanliness, presentation of staff