7第七讲 产品服务和品牌：构建顾客价值.pptVIP

产品、服务和品牌：构建顾客价值 不同产品和服务的无形性比较 产品特征 百丽的多品牌 品牌策略 * Note to Instructor Discussion Questions Have you ever been disappointed in an airline? Did you fly that airline again? Good service recovery can turn angry customers into loyal ones. In fact, good recovery can win more customer purchasing and loyalty than if things had gone well in the first place. Therefore, companies should take steps not only to provide good service every time but also to recover from service mistakes when they do occur * * Note to Instructor Companies must continually: Assess the value of current services to obtain ideas f