Chapter 3: Process Policy PROCESSES

Question 1

What is Process Policy?

Answer 1

Designing and managing procedures and workflows involved in the service delivery

Question 2

What are key elements of Process Policy ?

Answer 2

Standardisation
Customisation
Efficiency
Transparency
Customer Involvement

Question 3

How is it relevant to the marketing mix?

Answer 3

Allows efficient & smooth processes
Enhance customer satisfaction
Reduces errors
Supports positive brand image

Question 4

What is the psychology of waiting?

Answer 4

How consumers perceive and react to waiting times

Question 5

Give 5 behavioural science findings of psychology of waiting

Answer 5

1) Unoccupied time feels longer than Occupied time
2) Uncertain waits feel longer than certain waits
3) Unexplained wait feels longer than explained waits
4) Waits for valuable services seem shorter
5) End of the wait influences perception