Critical Incidents

Critical Incidents.   Critical incidents are specific encounters between customers and services employees that are especially satisfying or dissatisfying for one or both parties. The critical incident technique like CIT technology is used for collecting and categorizing such incidents in service encounters. Conducting such and analysis offers and opportunity to determine...

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4 I’s of Services in Insurance Sector

4 I’s Of Services. Services have four major characteristics that greatly affect the marketing programs. 1.   Intangibility: Unlike products, services cannot be held, touched, or seen before the purchase decision thus, they should be made tangible to a certain extent. Marketers should “tangibilize the intangible” to communicate service nature...

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