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intangibility
inseparability
variability
perishability
criterion for
satisfaction
participates in the
process
 4Ps + 2Cs + 4Os

Price Mix Product Mix

Competitors

Object

Costs
Objectives
Organization

Operations





Place Mix
Promotion Mix

 7 PSevenPs of Marketing
Product
Price
Place
Promotion
Physical Evidence
Processes
People


 service triangle

 (service quality)

1.
2.
3.
 RSQS(Retail Service Quality
Scale)

SERQUAL Dabholkar (1996)

SERVQUAL

RSQS(Retail Service
Quality Scale)
1.
2.
3.

4.

5.



touchpoint

 PZB
1 .

2 .

3 .

4 .

5 .


 PZB

1.
1.

2.
2.

3.
3.

Source: Adapted from Zeithaml, Parasuraman & Berry



iPhone
iPhone

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1.
2.
3.
4.

5.

 ( )

1.
2.
3.
4.

 ( )











( )

 ( )

1.
2.
3.
4.




check-in









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 SOFTEN
S smile
O open mind
F forward near
T touch
E eye contact
N nod