The online retailer Zappos.com requires employees to complete a four-week customer loyalty program in delivering its "WOW" service, which is an example of which P in services?

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BlackTom AI · Accepted Answer

To tackle this question, let's examine what each option represents in the context of services marketing.
Option 1: people. In services, the 'people' aspect emphasizes the interactions between employees and customers, including training, attitude, and behavior during service delivery. A four-week loyalty program aimed at delivering the WOW service directly involves how employees engage with customers, how consistently they perform, and how service personnel embody the brand promise. This aligns with the service marketing concept that people are a central driver of service quality and customer experience.
Option 2: promotion. Promotion concerns communications about the service, messaging, advertising, and encouraging demand. While a loyalty program might be promoted, the core of delivering WOW service through a structured program is not primarily about promotional activities but about who performs the service and how, making promotion an secondary consideration in this context.
Option 3: place. Place relates to distribution channels, accessibility, and how the service is delivered to customers (e.g., online vs. in-store). Although Zappos is an online retailer, the specific question focuses on the internal program designed to enhance service delivery quality rather than the logistics or channels of delivery, so place is not the best fit for describing the WOW service initiative here.
Option 4: physical environment. This refers to tangible cues, equipment, and the overall ambience that customers perceive during service delivery. While the physical environment can influence perceived service quality, the four-week loyalty program described is fundamentally about training and guiding employee behavior to ensure consistent service, not about environmental cues.
In summary, the description centers on the human element—the employees who interact with customers and enact the service standards—rather than promotional messaging, distribution channels, or physical surroundings. Therefore, the option that best matches the described program is the 'people' component.

PHR 2410 SP2025 (36478) 模块 5 | 案例研究 #4 - 第一部分

The online retailer Zappos.com requires employees to complete a four-week customer loyalty program in delivering its "WOW" service, which is an example of which P in services?

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