* Service marketers must manage the ways customers encounter the service organization
* Each element they encounter must be consistent or the organization’s credibility is weakened
* High contact services present marketing challenges
- More contact points, more moments of truth
- Requires consistent messaging at each contact point
* Low contact services have less contact points with higher importance
- Customer more reliant on the contact point chosen
- Importance of self service technology (SST) that works
* Service Operations (front stage and backstage)
- Where inputs are processed and service elements created
- Includes facilities, equipment, and personnel
* Service Delivery (front stage)
- Where “final assembly” of service elements takes place and service is delivered and visible to customers
- Includes customer interactions with operations and other customers
* Service Marketing (front stage)
Visible part of service operations, service delivery and other contact points