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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



iPhone
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