Respond to the Discussion A discussion response is meant to allow a person time for personal reflection in order to respond thoughtfully to a topic following a group discussion in which ideas and thoughts were exchanged on a particular topic or issue.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Respond to the Discussion

A discussion response is meant to allow a person time for personal reflection in order to respond thoughtfully to a topic following a group discussion in which ideas and thoughts were exchanged on a particular topic or issue.

Discussion: I think that services have a higher likelihood of suffering from consumer perceptions of unfairness. The way that a customer is treated and their interaction with workers and the environment of a service provider can make or break the way they view the service itself. The way customers perceive a company can even impact the company’s ability to raise capital and their success (Wirtz & Lovelock, 2018). We have all had experiences where we love the service that is provided; however, we do not love the way that it is presented, or the way we as consumers interact with it. For example, I used to love going to this sandwich shop. They made the best sandwiches, and I would always go there on my lunch break. The service they were providing was creating and cooking the sandwich for me. However, every time I went to it, they were rude, messed up my order, or were not very welcoming. This presentation of the service, and my perception of it, led to me no longer going to this restaurant. Consumer perception is built on how consumers feel about a particular brand or company. I began to feel like this company did not care about its customers and did not want to put in effort. If the service was presented in a way that made me feel welcome into the restaurant, or like I was a valued customer then I would have perceived the brand better. With a good, most people only care about the good they are receiving. If you buy a T-shirt, you mainly care about the quality of the T-shirt you are getting and the price you are getting it for. There is less of a likelihood that you will be influenced by customer perception of unfairness. 

 
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