Management - How is American Express Addressing Five Dimensions

Running head: MARKETING
8002 Marketing
Name of the Student:
Name of the University:
Author Note:

MANAGEMENT1
Table of Contents
Case Summary:................................................................................................................................2
Key Service Issues:..........................................................................................................................2
Personal Case Analysis:...................................................................................................................3
Case Questions:...............................................................................................................................4
1. How is American Express Addressing Five Dimensions that Customers Use When Evaluating
Service Quality?...............................................................................................................................4
2. Why is Heterogeneity particularly important to credit customers?.............................................4
3. When American Express says its vision is to be "the world’s most respected service brand,"
what are the implications for how it manages service expectations?..............................................4
Conclusion:......................................................................................................................................5
References:......................................................................................................................................6

MANAGEMENT2
Case Summary:
American express refers to service provider which is into operations for more than 150
years. It was launched for offering a delivery service and later on during the latter half of 1950s,
made an entry into credit card business. Since then the organization offered both the debit and
credit cards for not only individuals but also for the smaller business as well as corporate
employees. The company holds the vision of being the most reputed service brand
(americanexpress.com 2020). This financial service firm generates annual revenue of close to
$34 billion and has close to 62,000 employees. The firm also aids its executives with an
advanced software known as reps that has access to specialized codes for judging customer
loyalty. Besides, it offers various ways in aiding the customers in managing their accounts. It
allows cardholders to log in to its website and allows live chat facility for the busy customers. It
also offers exclusive airport lounge facilities for the frequent fliers. As far as promotions are
concerned, the firm undertakes advertisements through magazines and television along with
promotions on the various social media platforms. American express has also been able to derive
immense publicity through involving in small Saturday business where shoppers have been
encouraged in buying from the local and the small business especially on Saturday after the
‘Thanksgiving’.
Key Service Issues:
 Intangible Aspects: The financial service offered by American Express can neither be
touched, seen, smelled nor tasted. It is only to be felt.
 Inseparable Aspects: The service enjoyed by the card and the account holders cannot be
separated from the service offered.