Product Will Be Fixed Promptly

A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

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.

2. Emotional:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
c. Company Capability: Company capability that crosses all products
2. Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:
b. Product will be fixed promptly




1 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.
2 5731 1988 Circuit City offers warehouse pricing, but service too. Stores are piled high with merchandise, and have service departments.
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.