Brand Equity Concept Meaning, Definitions and Factors Meaning Brand equity is the value that a brand adds to a product. That value is determined by consumer perception of and experiences with the brand. If people think highly of a brand, it has positive brand equity. When a brand consistently under-delivers and disappoints to […]
Role of Brand
Role of Brand A brand is a distinguishing name and/or symbol(such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers and to differentiate those goods and services from those of competitors. Role of Brand 1. Branding promotes recognition. People tend to […]
E-services and its Importance
E-services and Importance The concept of e-service ( electronic service) represents one prominent application of utilizing the use of information and communication technologies (ICTs) in different areas. E-services, a business concept developed by Hewlett Packard (HP), is the idea that the World Wide Web is moving beyond e-business and e-commerce into a new phase where many business services can be provided for a […]
Perceived Service Quality Model
Perceived Service Quality Model In 1982, Christian Gronroos, of the Swedish School of Economic, Helsinki, Finland, introduced The Perceived Service Quality Model . According to Gronroos, service quality studies and subsequent model development has from the beginning beenbased on what customers perceive as quality. In other words, service quality is an outgrowth of the marketing concept; […]
The SERVPERF Model
The SERVPERF Model Cronin and Tylor proposed that perceptions of performance are the only criteria to measure and define service quality and brought out SERVPERF model.They investigated the conceptualization and measurement of serviced quality and the relationaships between service quality,consumer satisfaction and purchase intentions.Their work focused on trying to overcome the “perceptions-minus-expectations” measurement focus […]
The SERVQUAL Model
The SERVQUAL Model The SERVQUAL Model is an empiric model by Zeithaml, Parasuraman and Berry to compare service quality performance with customer service quality needs. It is used to do a gap analysis of an organization’s service quality performance against the service quality needs of its customers.That’s why it’s also called the GAP model. It takes into account the […]
PZB Gap Model
PZB Gap Model The PZB Model was first developed by Parasurarman, Zeithaml and Berry (1985) to attempt to define and model service quality at a time when there was little focus on the construct. As part of their exploration they concluded that quality involves a comparison of expectations with performance, and thus satisfaction with services […]
Customer Satisfaction-Meaning,Definition and Methods
Customer Satisfaction-Meaning,Definition and Methods Meaning Customer satisfaction is the degree to which a buyer is satisfied with a product, service or company.Customer satisfaction takes place in a customer head and may, but does not have to, comply with reality. People generally develop their attitudes quickly and change them very slowly. Customers may be mistaken in […]
Search, Experience and Credence Attributes
Search, Experience and Credence Attributes From a marketing perspective, products and services can be separated into three useful classes: search products, experience products, and credence products. Search products or services have attributes customers can readily evaluate before they purchase. A hotel room price, an airline schedule, television reception, and the quality of a home entertainment […]
Characteristics of Services
Characteristics of Services The below cited characteristics of services make it unique and that is why services receive special treatment from marketers. There is general agreement that inherent differences between goods and services exist and that they result in unique, or at least different, management challenges for service businesses and for manufacturers that offer […]
