Marketing Strategy: Segmentation, Target Markets, and SERVQUAL
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Marketing Fundamentals: MIS and SERVQUAL
Marketing Information System (MIS)
The MIS conducts internal studies within a company to gather relevant marketing data.
SERVQUAL Model: Service Quality Research
The SERVQUAL Model is a type of market research focusing specifically on service quality. It measures customer expectations against perceived performance across five dimensions:
- Tangibility: Appearance of facilities, personnel, equipment, and use of logos.
- Reliability: Opportune opening, regular times, and consistent results.
- Responsiveness: Personal training, awards, and incentives to increase identification and prompt service.
- Security: Diplomas and recognition, media references, and experiences of other customers.
- Empathy: Suggestion boxes, surveys