Final Customer Purchasing from an Intermediary of the Product

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Product will be fixed promptly

No. SIC Year Note
1 5731 1988 Circuit City offers warehouse pricing, but service too. Stores are piled high with merchandise, and have service departments.
2 5731 1994 Radio Shack has begun to repair out-of-warranty consumer electronics. The new service, called the Repair Shop at Radio Shack will fix more than 40 brands of equipment from Apple to Zenith.
3 6021 1996 By polling customers, NationsBank found that service was one of its credit card's draws. So it installed a client-server network called FronTier. It's designed to help customer service reps answer questions faster. Before, reps had to go through 11 screens.

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