Yarra Tram service

This paper is set out to analyse the experiential aspects of service product and how these experiences affect my view of the product using the multi-segment model (MS model) (See Appendix). The chosen service is Yarra Trams ¨C Melbourne. In this paper I will examine and analyse the experiential factors of this service that is an ¡°intangible action directed at intangible assets¡±. I will also explain why these experiences affected my view of Yarra Tram service and its delivery.

The easiest way to understand Yarra Trams service from my ¨C the customer¡¯s perspective ¨C point of view is analysing it using the MS model. Starting in the product quadrant, the entities (E) are: tram timetables and information, trams turn up at right time and right location, ability to carry passengers. The marketers activity (MA) is making sure all information about the trams, route and timetables is correct and available, ensuring the ability to carry passenger punctually and timely. The buyers...