Transcript Lecture 6 Retail Personal Service

Further Reading…
• Meuter et al. (2000), “Self-Service Technology:
Understanding Customer Satisfaction With
Technology-Based Service Encounters,” Journal of
Marketing, 64(3), pp. 50-64
• Bitner et al. (2000) “Technology Infusion in Service
Encounters,” Journal of the Academy of Marketing
Science, 28(1), pp.138-149
• Bateson (1985), “Self-service consumer: an
exploratory study,” Journal of Retailing, 61(3), pp.
49-76
• Wulf et al. (2001), “Investments in consumer
relationships: a cross country and cross industry
exploration,” Journal of Marketing, 65(4), pp. 33-50
Objectives
• Promoting Goodwill
– An image-building function of
public relations and events
are organised to reflect
favourably on a firm
• Promoting a Product or
Service
– To increase public awareness
of a firm’s brands and
products
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason,
Ohio: South Western
Objectives
• Preparing Internal
Communication
– Disseminate information and
correct misinformation within a
firm to reduce the impact of
rumours and increase
employee morale
• Counteracting negative
publicity
– To prevent the negative
publicity from damaging the
image of a firm and its brands
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason,
Ohio: South Western
Objectives
• Lobbying
– Assist a firm in dealing with
government officials and
pending legislations
• Giving Advice and Counsel
– Assisting management in
determining what position to
take on public issues,
preparing employees for public
appearances, and helping
management anticipate public
reactions
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason,
Ohio: South Western
Weaknesses
• Lack of Control
– Media have other priorities
and other sources, and the
published story may be
different from the information
disseminated.
–
• Journalists as Gatekeepers
– If a story is perceived by the
journalist as not enough
“news value”, it may not be
published
Pelsmaker et al. (2007), Chapter 10
Weaknesses
• Effectiveness Hard to
Measure
– Compared to advertising, it
is relatively hard to
measure and evaluate the
long-term effect of PR
efforts on company good
will or sales.
Pelsmaker et al. (2007), Chapter 10