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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)

SERQUALDabholkar(1996)
SERVQUAL

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

4.

5.


touchpoint

 PZB
1.

2.

3.

4.

5.


 PZB

1.

2.

3.



Source: Adapted from Zeithaml, Parasuraman & Berry


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1.
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4.

5.

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1.
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 SOFTEN
Ssmile
Oopen mind
Fforward near
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