Chapter 10 Marketing discuss your own experience on consumer dissatisfaction related to a service provider
Recall a recent service encounter that you were dissatisfied with the service provider It could be
online (such as an e-tailer) or offline (such as a restaurant)
1
a
b Describe the incident
Did you complain to the service provider? If you did, which channel did you use
(face-to-face, or BBB, or 800 number, or the companyâs website, or the companyâs social media
website, etc)? If you did not, why not?
c
If you did complain, did the company provide you any compensation (such as an
apology, money-back, coupon, etc)? Were you satisfied with their strategies? Why or Why not?
Did you share your experience with your friends or other consumers through different channels
(both online and offline The channels include offline conversation, social media such as
Facebook, posts on review websites, etc)?
d
If you did not complain, did you share your experience with your friends or other
consumers through different channels (both online and offline The channels include offline
conversation, social media such as Facebook, posts on review websites, etc)?
e
What strategies do you think the manager should adopt to reduce consumersâ
dissatisfaction?
Chapter 9 1) Think about one of your recent adoptions of a new product/service It could be a product such
as a new cell phone, or it could be a service such as a new restaurant, or it could be joining a new
community, etc
Describe the factors that influence your adoption behavior, ie why you become interested in this
new product/service, and the reasons that you decide to try it Do you think the above factors,
such as network externalities, herding behaviors, information spillovers etc play a role in your
decision making?
2) Again, think about one of your recent adoptions of a new product/service Discuss whether
this product/service has the five characteristics mentioned in Chapter 9 They are relative
advantage, compatibility, complexity, divisibility and communicability (P152) Please describe
all these five attributes of the focal product/service in details