Service organisatons should build the right relatonships with the right customers. Explain the four relatonship groups identfed in reference to a service organisaton you are familiar with. What factors appear to influence customer adopton of technologyenabled services?
Task 2: Service organisations should build the right relationships with the right customers Explain the four relationship groups identified in reference to a service organisation you are familiar with In order for service organisations to build the right relationships with the right customers, they classify their customers into one of four relationship groups – according to their profitability and projected loyalty Each of these groups requires a different relationship management strategy Th sh is ar stu ed d v i y re aC s o ou urc rs e eH w er as o co m Strangers have a low potential for profitability and little projected loyalty There is collide between this kind of customers needs and the company’s offerings – so in order to manage these customers, business’ should not invest anything in them and try to make money on every transaction An example of stranger for Mecca Cosmetica is passer-by who does not stay, work, or study in the area – however makes a one of impulsive purchase of a moisturiser Butterflies are potentially profitable but not loyal They is a good fit between their needs and the companies offerings – however business’ can only enjoy them for a short while until they disappear In order to capture the butterfly, business; need to create satisfying and profitable transactions in order to maximise profits in the short time they buy with the company After that, the business should move on and cease investing in them until the next time they encounter An example of a butterfly at Mecca Cosmetica is a customer who purchases large quantities of products for a short time, however since they are constantly seeking out the best deals without building a regular/loyal relationship, will quickly cease purchasing at Mecca if other retailers such as Sephora are offering better bargains They will then flutter from retailer to retailer True friends are both loyal and profitable There is a strong fit between their needs and the company’s offerings The company wants to provide continuous relationship investments to delight these customers in order to nurture, grow and retain them Business’ aim to turn true friends into the true believer – who are customers that come back regularly and tell others about their positive experiences An example of a true friend at Mecca Cosmetica is the customer who lines up at the door when Mecca launches a new product line They not care about the cost or compare the new line to other retailers products, they simply want what their friend brand has to offer Barnacles are highly loyal but not very profitable There is a limited fit between their needs and the company’s offerings They are perhaps the most problematic customers as they create drag, and business’ should attempt to improve their profitability by selling them more, raising their fees or reducing service to them However, if they cannot be made profitable they should be fired An example of a barnacle of Mecca Cosmetica is the customer who comes in a few times a week and purchases a $0.20 face wipe, or just asks for product samples This study source was downloaded by 100000824458947 from CourseHero.com on 09-09-2021 06:12:28 GMT -05:00 https://www.coursehero.com/file/84124908/Learning-Portfolio-2-3docx/ Task 3: What factors appear to influence customer adoption of technology-enabled services? In order for technology enabled services to be successful, customers need to be willing to adopt an SST The factors that appear to influence the customer perceived ease of use, perceived risk, perceived control and perceived fun This means that in order for customers to feel comfortable enough to adopt the use of a technology enabled service, they have to be perceived as better than the alternative, free of risk, controllable, enjoyable and trustworthy Th sh is ar stu ed d v i y re aC s o ou urc rs e eH w er as o co m Technology-enabled services’ adoption can also be influenced by a number of individual differences such as age, gender, income, education, technology anxiety, technology readiness and the need for human interaction According to research, this means that people who are more adoptive tend to be younger, more likely male than female, better educated and paid and less anxious about using technolgy in general This study source was downloaded by 100000824458947 from CourseHero.com on 09-09-2021 06:12:28 GMT -05:00 https://www.coursehero.com/file/84124908/Learning-Portfolio-2-3docx/ Powered by TCPDF (www.tcpdf.org)