CAPS

The CAPS concept enhances and supplements the 4Ps and has special significance in the marketing of services. The following connections may be considered. Procedure for use: Consideration refers to the inconvenience that is caused to the customer. This could be loss of time, safety or loss of dignity. This adds to price. Access refers to the ease with which a service can be used. Promotion is a little different when we consider that many aspects of a service are intangible. Finally service is of course something that has far more dimensions than a product. Service cannot be touched or smelt but only experienced. Example for use: Apply CAPS to a bank to improve customer service. Consideration – The paper work could be made easy to understand and someone may be deputed to help. Access – Computer and Internet access may be provided so that people can complete their transactions from home or office. 24/7 ATMs improve access. Promotion – Member-get-member programs may be used. Service – Home delivery or office delivery of cash could be offered to selected clients.