...Conceptualizing and measuring experience quality: the customer’s perspective Ting-Yueh Changa∗ and Shun-Ching Horngb aGraduate Institute of Leisure, Recreation and Tourism Management, Southern Taiwan University, No. 1, Nantai Street, Yung-Kang City, Tainan 71005, Taiwan, Republic of China; bGraduate Institute of Business Administration, National Chengchi University, 64, Section 2, ZhiNan Road, Wenshan District, Taipei 11605, Taiwan, Republic of China (Received 14 October 2008; final version received 7 November 2008) Today many customers, managers, and scholars have become aware of the importance of experiences, which are characterized as satisfying customers’ psychic or personal needs. For customers, they care more about the experiences that are provided by stores, and they are willing to pay for them. As for managers, attractive experiences are the products they have taken great efforts to create, manage, and sell. For academic researchers, experiences are considered as distinct economic offerings that are different from goods and services. These scholars believe that the focus of the economy has been transferred to experience (O’Sullivan, E.L., & Spangler, K.J. (1998). Experience marketing: Strategies for the new millennium. State College, PA: Venture Publishing), and that experience industries are on the rise (O’Sullivan, E.L., & Spangler, K.J. (1998). Experience marketing: Strategies for the new millennium. State College, PA: Venture Publishing; Pine, B...
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...to interview retailers and compradors of meat and poultry in Alcoy and some parts of Dalaguete, Cebu markets regarding the Marketing Research of the USC Business Administration Department about meat and poultry supply from Alegria, Cebu. We were accompanied by Ms. Ivy Jumao-as and Dr. Larry Silapan. We departed from Cebu City 4:30 am going to the south of Cebu. We arrived in Alcoy market around 7am. We expected a tabo in Alcoy but the locals said tabo is every Thursday. There were only 3 meat and poultry retailers in Alcoy that time. We weren’t able to see compradors since all three of them take their products themselves from the suppliers. Most of them get their products from Dalaguete. We conducted an interview with each of the retailers. After Alcoy, we headed to Mantalongon, Dalaguete market. There were only 2 stalls of meat products there. One stall gets their supply from Alegria. People there were so nice and accommodating. They were so kind in answering our questions. Next stop was Dalaguete market. There were 8 retailers of meat and poultry but only one gets the products from Alegria. After the interview, we had lunch and head our way home. It was such a great experience for me since it was my first time to conduct a real and serious research. It wasn’t only learning but also experiencing and having fun. We heard real life stories and experiences from our interviewees. We were so amazed how they answered all our questions with smiles. It was also a great honor for me...
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...The customer–marketing experience on premium products (brands) 1.0 Introduction / Needs and Wants The content of marketing included the important concept which is the customer needs and wants of a product by research and development. This are consist of measuring the product value, the advantages of a product to a customer, the pricing, quality of product. Furthermore there are also including of the place and the promotion of the product. 1.1 Needs Needs that defined as the natural sight of a human personality that needed something very important and must have condition in daily life but it can be affected by the marketing environment. There are such as the physical needs including foods, clothes, and accommodation; while the social needs including belonging and affection and last which is the individual needs such as knowledge and self-expression. According to Kotler and Keller (2009) needs are the basic human requirements. People need foods, air, water clothing, shelter to survive and people also have strong needs for recreation, education and entertainment. 1.2 Wants Wants that defined as the human needs that shaped by culture, individual personality and the demand to have something, which are products and services. According to Boyd, Walker and Larreche (1998) wants reflect a person’s desires and preferences for specific ways of satisfying a basic needs. For example, a company needs office space and its top executives want an office at a prestigious address in midtown...
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...Developing & Marketing A Blockbuster Drug: Eli Lilly’s Experience with Prozac BME-6 B. HBS CASE: “Developing and Marketing a Blockbuster Drug: Lessons from Eli Lilly’s experience with Prozac” 1. What factors contributed to Prozac becoming a blockbuster drug? Explain how each factor contributed and what management decisions helped the drug’s success. The following factors contributed to Prozac’s success: • Prozac’s low side effects and toxicity: The many drugs that were available before Prozac, such as tricyclic antidepressants (TCAs) and monoamine oxidase inhibitors (MAOIs) for treating depression, were too toxic or tricky to use except by trained psychiatrists. In the early 1970s, Ray Fuller, a senior Lilly pharmacologist, had been following new European research showing that a low concentration of serotonin in the brain was linked to depression. A Lilly chemist Bryan Malloy had synthesized some compounds intended to boost serotonin without the side effects of the TCAs. Human research data produced consistent and positive data. The new lower dose human studies revealed that 20 mg once a day was better than placebo and just as effective as TCAs taken multiple times a day. Prozac also produced fewer side effects, and was not lethal in overdose. Dropout rates on Prozac were comparable to the other TCAs and lower than for placebo that contributed to its success. • Thoughtful Marketing Launch Plan: When Prozac was launched in January 1988, Ken Cohen, the Marketing Manager...
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...and what sort of experience are they looking for? These are the questions that McKinsey consultants Dahlström and Edelman (herein referred to as ‘McKinsey’) aim to shed light upon to help companies prepare themselves for this changing world. McKinsey believes that emerging technologies will mean that consumers demand a radically different, personalized experience from companies. Sensors in devices, the Internet of Things, the rise of Big Data and the ubiquity of smartphones will hasten the current shift in the balance between consumers and brands, adding a physical dimension to previously virtual transactions. And customers will want these experiences in real time and almost everywhere. The way customers judge brands is changing. Gone were the days that our brands are judged based on the quality of one’s marketing efforts, customer-service, or of the product/service individually. In this on-demand world, consumers will judge brands by their ability to deliver heightened experiences, which McKinsey defines as interactions that offer high levels of value and are radically customized and easy to access, across the entire customer decision journey. Relevant and unique, tailored, and seamless experience is the key. So what can companies do to adapt to these changes? Companies must change what and how they deliver by finding ways to engage customers, by assessing on every way a customer engages with the company, and finally, by creating awesome experiences for their customers...
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...being able to graduate. My professional objectives would be to improve my communication skills and strengthen my leadership role in a way unique to my combination of skills and experiences that would mutually benefit me. The coursework that I will be applying for will also fulfill my required credit hours needed at ITT Tech to graduate. The classes I seek to study abroad are Beverage/Bar Management, and Hospitality Management Marketing to name a few. I will continue to retaining full time status while study abroad and these courses have already been preapproved by the university; therefore, I will recieve credit towards my degree. What specifically do you hope to gain personally from experiencing life in another culture? 2. Personally, I plan on gaining a lot from experiencing life in another culture. I am excited to see how their community works as a whole in comparison to how Americans live. The United States' culture, values, and beliefs are not like any other country. We live a totally different lifestyle than most people all over the world; and I would like to experience it firsthand. To be able to live on another continent, in another country, living another culture-it will expose me to a new environment with new traditions. While I'm there, all I can do is learn, taking in every new experience, and realize there is more to living than the way I was taught in America. I love to learn and embrace new ideas; different cultures it has always fascinated me....
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...With respect to what particular type of fairness did you score highest? What specific experiences contributed to this assessment? My score was the highest in Interpersonal justice in the area of fairness that I received. My interpersonal justice score reflects the relationship that I have with my superior and my perception of fairness by my supervisor (Greenberg, 2010). I work for the same company for many years and my last boss was one of the best ever. He was concerned with family first and always treated all of the leaders and line level with respect. He also promoted from with in. 2. With respect to what particular type of fairness did you score lowest? What specific experiences contributed to this assessment? Procedural justice was the type of fairness I received the lowest score for. The hospitality industry is tough. Often you work long hours and weekends. In the very beginning of your career, you work many holidays that keep you away form the family. When you first start off, the pay is not the best and you have to relocate to grow your career faster. 3. What kinds of problems resulted from any violations of any type of organizational justice you may have experienced? What could have been done to avoid these violations? For me, I feel there is a disconnect in the field due the informational justice. Often leaders in the corporate office fail to provide information and explanations to the field. For management to be successful...
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...society, stronger animals prey on weaker ones. Everyone wants to have a good job and beat others. So many young people begin to consider their future: whether they should make a try in different sectors such as financial services and education area to find their "true love" or they just insist in one single career to get working experience in a certain field. Personally speaking, I would recommend young people to take different jobs before they decide what they really want to do. Young people who have taken various jobs can learn diverse professional knowledge and skills. Different occupations allow young people to study related knowledge from experts in different fields. In that way, young people can broaden their minds and it will be definitely help them in the future working. Take my brother as an example. My brother graduated from a business school. After his graduation, he stayed at the university and was a university professor. Through teaching the students, he consolidated his knowledge and had his own views over business. Later he found that he wanted to apply the knowledge he have learned to the practical business world so he went to work as a marketing manager in a company. In the company, he learned how a company was working and he was deeply attracted. Then he finally started up his own business by using his professional knowledge background and rich working skills. In addition, trying different jobs will also make young people be more confident. Young people need to...
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...Introduction: CPA, Calvin P. Anderson has a great deal of experience in services related to tax and financial statements as well as business consulting. In this case, He provided, for the first time, litigation services for a new attorney client. Those services require Calvin to be an Expert witness in the court. The following are a list of mistakes that the expert witness (Calvin) made in his engagement: * Insufficient preparation and experience in litigation support. (He have no experience in this field and He only attended a 3 day seminar before marketing for those services) * Calvin should have mentioned to the lawyer that he testified only once before in a divorce case and it was on tax services that he provided. * Calvin signed the engagement letter without carefully reviewing it. (Must importantly he should have reviewed it for any restrictions imposed on use and disclosure of his work, any conflict of interest exist with the attorney, fees and payment arrangements) * If Calvin has reviewed the engagement letter, he would have avoided the issue of independency related to fees, because the fees were tied to the trial results. * Lack of communication with his client, Lack of information (such as Plaintiff was disabled), inadequate examination of the issues presented, and wrong assumptions used for calculating potential damages. (An expert should review and rely on industry practices and professional standards instead of relying on opinion of single...
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...Benchmark Jobs Administrative Group Finance Group Human Resources Group Marketing Group Executive Assistant VP Finance Director Human Resources Director Product Management Office Supervisor Controller Manager Human Resources Sr Product Manager Administrative Coordinator Accounting Supervisor Human Resources Specialist Product Manager Receptionist Accountant Human Resources Assistant Product Specialist Compensable Factors for the Human Resources Job Family 1. Knowledge – the sum total of what a person must have the capability to do to be effective a. Depth of Knowledge b. Breadth of Knowledge 2. Work Complexity – ability to identify and resolve problems and the level of instruction needed to do so a. Problem Identification b. Problem Resolution c. Guidance 3. Autonomy – level of independence within role and responsibilities a. Supervision Received b. Judgment c. Work Review Required 4. Leadership – responsibility for a direct team or population a. Team Leadership b. Employee Leadership 5. Impact – level of criticality and visibility associated to employees role a. Impact of Decisions b. Scope of Impact 6. Interaction – employees reach within the organization a. Level of Interaction b. Nature of Interaction 7. Experience – technical skills, certifications, prior experience a. Experience Scale of Factors Degree 1 Degree 2 Degree 3 Degree 4 Degree 5 Depth of Knowledge Basic level of knowledge within area of specialty, is required. Limited use...
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...Literature review Methodology Findings Conclusion and recommendations References Appendices INSTRUCTIONS 1. Select an organization of your choice 2. Administer at least 60 tailored SERVPERF questionnaires to its customers 3. Enter the collected data into SPSS 4. Analyse the data 5. Write a brief report 6. Groups should be having between 8-10 members. 7. Submission date: 8TH May 2013 (Please observe submission date) More Instructions 1. Use APA referencing 2. Length 8-15 pages (including references and appendices) 3. Font type: Times New Roman 4. Line Spacing =1 5. Margins =1 inch all four sides 6. Font Size=12 7. Pages= Top Centre Individual Assignment (Service Journal Entry Form) Use marketing of services concepts already learned in class to share your personal service encounter experiences. SERVICE JOURNAL ENTRY FORM Service Encounter Diary No__________ Your Name: ___________________________ Type of Service (Industry) ________________ Name of Firm ________________________________________________________________ Date of encounter: _____________________Time of the Encounter: ____________________ 1. What specific circumstances led to this encounter? ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ 2. Exactly what did the...
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...really desired. Another modify was also made in the control of the organization. At first, Chris Salsbury took over Represents and Spencer after Sir Rich Greensbury reconciled and currently Luc Vandevelde leads the organization. The business's head control is running under a temporary way to find someone who can raise Represents and Spencer out the opening. Luc Vandevelde came to the organization in May 2000 and will stay on for a year unless he can convert the earnings around. To help him out, Mark Holmes, an professional in benefit turn-around and customer-focused organisational modify, will also be a part of Represents and Spencer in Jan of 2001 as professional home. The only problem experiencing the two is that neither have much experience in marketing meals or outfits so if they cannot convert earnings around, the organization panel will look to obtain a top level administrator from Wal-Mart, the planets biggest...
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...leadership team collectively and individually spend and behave their time). • Beyond providing new concepts that would make people look at their businesses and themselves differently, the course created a common vocabulary of change—literally words that became part of daily communications inside and across GE’s businesses. Below are the current programs available in GE leadership Institute: Internships & Co-Ops : GE offers full-time internships to qualified candidates at each of our GE businesses. GE also offers co-ops to four-year college students who want to work more than 12 weeks while maintaining their college schedules. Entry-Level Leadership Programs The Entry-Level Leadership Programs give you a lot of valuable experience quickly.. This experience is supplemented with formal classroom studies this includes IT, communications , finance , engineering etc. Experienced...
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... -What percentage of your time is spent doing what? -How does this type of work interest you and how did you get started? 2. Can you suggest some ways a student, like me, could obtain this necessary experience? 3. What are the most important personal satisfactions and dissatisfactions connected with your occupation? What part do you personally find most satisfying? Most challenging? What do you like and not like about working in this industry? 4. What things did you do before you entered this occupation/business? -Which one those have been most helpful? 5. Are you optimistic about the company’s future? 6. How does the company make use of technology for internal communication and outside marketing? (Use of email, internet, social networking, etc.) 7. If you could do things all over again, would you choose the same path for yourself? Why? What would you change? 8. What abilities or personal qualities do you believe contribute most to success in this business? 9. Does your work relate to any experiences or studies you had in college? 10. From your perspective, what are the problems you see working in this field? 11. What interests you least about the job or creates the most stress? 12. What kinds of experience, paid or unpaid, would you encourage for anybody pursuing a career in this field? 13. Do you have any special world of warning or encouragement as a result of your...
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...contributions to the overall project and report. We are grateful to Status of Women Canada for funding this project and for the continued sponsorship of the Ontario Coalition of Rape Crisis Centres. We also thank the members of our Advisory Committee for pushing and challenging us throughout this project. We thank the women who facilitated focus groups and helped us contact the women in this study. Finally, this report would not be possible without the contributions of the women who told us about their experiences. © 2004 Centre for Research on Violence Against Women and Children ISBN# 0-9688655-3-4 1 “To understand violence, we have to examine both the personal experience and the terrain of that experience.” Dr. Yasmin Jiawani This report is built on the personal experiences of women who have experienced workplace harassment, but their stories are also about the “terrain” or the context of those experiences. In drawing out the commonalities of their experiences, we have begun to shed light on the terrain. We must transform the terrain if women are to have equality and safety in their workplaces. 2 We dedicate this report to Theresa Vince whose death in 1996 changed the views of many people in Ontario about sexual and workplace harassment. Her tragic and untimely death showed us that workplace harassment can no longer be easily dismissed as a trivial problem. Fundamentally, the goal of this report is to prevent any other woman from losing her ...
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