Basic objectives related to the additional marketing mix components in services:
Personnel Decisions:
- employee competence
- employee motivation
- employee performance/productivity
- employee loyalty
- customer-oriented employees
Physical Evidence Decisions:
- conveys the image of know-how and efficiency
- customers can easily and quickly find their way
- located within a reasonable vicinity of the customer
- creation of an atmosphere that is consistent with the services being provided
Process Decisions:
- accurate and error-free processes
- cost-effective processes
- flexible processes
- transparency of processes for customers
- reasonable processing time