Service Brand Growth and Innovation

Front

What are the three drivers of service brand growth?

Back

(a) Quality, (b) Personalization, (c) Relationships.

Front

How does the quality driver relate to service brands?

Back

It relates to the rational and functional aspects of service brands relative to customer expectations.

Front

What does personalization in service branding emphasize?

Back

It emphasizes learning customer preferences and adapting service to these preferences.

Front

What is the goal of the relationship driver in service branding?

Back

To develop a positive emotional connection to the brand and increase perceived switching costs.

Front

What does the 'SERVBRAND TRIAD' model illustrate?

Back

It shows the interconnection of Service Brand Relationship, Personalization, and Quality.

Front

How does quality contribute to service brand growth?

Back

Quality keeps customers happy.

Front

What role does personalization play in customer experience?

Back

Personalization makes the experience special.

Front

What is the significance of relationships in service branding?

Back

The relationship deepens loyalty and positive word-of-mouth.

Front

What are some external communication strategies for service brands?

Back

Advertising, sales promotion, public relations, direct marketing, personal selling, social media, blogs.

Front

What is a strategy to manage customer expectations?

Back

Make realistic promises and offer service guarantees.