13-28: Use of Technology Technology has become an increasingly
important method for facilitating the delivery
of services. RFIDs (radio frequency
identification devices) are tiny computer chips
that automatically transmit to a special scanner
all the information about a container’s contents
or individual products.
Another way to use technology in the service
delivery process is with a retail store assistant
An RSA can be a kiosk or a device attached to
the customer’s shopping cart. Instead of
bringing a shopping list to the store, a customer
can swipe a loyalty card or enter a phone
number at an RSA.
Any information the customer has entered
online from home will show up on the
Ask Students what new technologies they
have seen at retailers?
13-29: The Communications Gap:
Communicating the Service Promise
Many people have never stayed in a five-star
hotel, but they know what level of service
quality they expect.
Often, such expectations develop in response
to the promises made in promotional materials
provided by the firm.
Many firms over promise and under deliver;
Southwest Airlines attributes its success to
under promising and over delivering instead.
This web link is for J.D. Power and Associates.
Clicking through will show you the different
industries that they rate, many of them service
Ask students what it means for a company to
win this? How should they use this in their