Ch. 12 - Services and Nonprofit Organization Marketing

Chanel is the product company, its main focus is on the product; however, they also offer high levels of service. Service is the result of applying human or mechanical efforts to people or objects. 

Service Quality

The service quality is more difficult to define and measure than the quality of tangible goods. The improvement of service quality is one of the most critical challenges that business executives face today. Research found that customers evaluate service quality by the following five components:

©      Reliability: the ability to perform the service dependably, accurately, and consistently. This component has been found to be the most important to consumers. Chanel’s website provides reliable service. The website frequently updates their information and price, and newest styles up to date. The ordering process on Chanel’s website is dependably and secure. The checkout system in store and online are also secure.

©      Responsiveness: the ability to provide prompt service. Chanel's customer service line offers seven days a week. They are available 10 hours during the weekdays and 6 hours during the weekends, and they are very efficient to serve the customers. Also, if you have any question you can also submit on Chanel's website, the customer service agents will answer it professionally and quick.

©      Assurance: the knowledge and courtesy of employees and their ability to convey trust. Chanel employees are well trained with knowledge and respectful. They have the ability to provide customers with useful information, and they also have the ability to inform the customers with the knowledge of every products that they interested in.

©      Empathy: Caring, individualized attention to customers. Chanel personnel provide highly services.They have a person next to door to open the door for the customers and welcome them. They give individualized attention to every customers if the customers needed. 

©      Tangibles: the physical evidence of the service include the physical facilities, tools, and equipment used to provide the service, as well as the appearance of the personnel. Chanel provide secure and organized check-out system. Their employees are properly dressed.