Beruflich Dokumente
Kultur Dokumente
VK Mehta
1
Product Descriptive
Characteristics
Features, advantages and
benefits
Goods/service blend
quality level
MRO services
Product mix
Branding -
Branded or unbranded
Own or retailer brand
Family or product Brands
3
Packaging
Protection and logistic
convenience function
Enhancing function
Promotion function
Warranty
Why or why not
warranty
Terms and condition
New product development
Strategy
Most Services
Complex surgery
Legal
services
Computer
repair
Entertainment
Haircut
Farming
Restaurant
meals
Foods
Car
Difficult to
evaluate
Chair
Clothing
Easy to
evaluate
High in credence
attributes
8
Supplementary Services
Facilitating
Services
Enhancing
Services
Supplementary services
that customers take for
granted
Absence or poor
performance of these will
add to dissatisfaction
Absence wont
necessarily create
dissatisfaction
Loose competitive
differentiation over time
Help in Competitive
Differentiation
10
Eight Groups of
Supplementary Services
11
Information
Order-Taking
Billing
Exceptions
Core
Hospitality
Payment
KEY:
Safekeeping
Consultation
Facilitating
Enhancing
12
Core
Customers require
information about:
Features, benefits,
range, etc.
how to obtain and
use a product.
reminders
documentation
13
Elements of Information
Directions to service site
Schedule and Service hours
Prominent features of the core product
Instructions for using core product and
supplementary services
Prices
Documentation
Reminders
Notifications of changes
14
Core
15
Online shopping
B. Reservations and
check in:
Seats
Tables
Rooms
Professional
appointments
16
Core
17
Elements of Billing
18
Core
19
Elements of Payments
On-line payments through Credit cards
ECS, standing instructions for debits
PDCs
Collection drop boxes and kiosks
Self-addressed reply envelopes
Collection personnel visits
20
Core
21
Elements of Consultation
Advice
Personal counseling
Training in product usage
Management or technical consultancy
22
Core
Elements of Hospitality
Greeting
Food & beverages
Toilets & Washrooms
Waiting facilities & amenities waiting areas, proper & cozy
sitting,magazines,newspapers,
entertainment etc.
Security
24
Core
26
Core
Customers appreciate
some flexibility in a
business when they
make special requests.
They expect it when not
everything goes
according to plan
27
Elements of Exceptions
A) Special request in advance of service
delivery:
Children's needs
Dietary needs
Medical or disability need
B) Handling special communications like
Complaints, Compliments, Suggestions
28
Elements of Exceptions
C) Problem solving:
Warranties & guarantees against
product malfunctioning
Resolving difficulties that arise from
using the product.
29
Statement of
Integrity
Suggested
2
action by
customer, if
unsatisfied with
performance
Response
action by firm
Repair
Replace
Compensate
Time commitment
30
31
32
33
markets
enhancing elements
6. Service Improvements
in core or supplementary components