Beruflich Dokumente
Kultur Dokumente
Module: Introduction to
Marketing
Lesson 2
4. Perishability
Services cannot be stored.
Perishable products are those that worsen in quality over
time, and become lesser in value.
Perishable goods decay rapidly if not refrigerated, or if
some other preservation technique is not employed
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Service Quality
Service quality involves a comparison of expectations
with performance.
According to Lewis and Booms (1983) service quality is a
measure of how well a delivered service matches the
customers expectations.
Generally the customer is requesting a service at the
service interface where the service encounter is being
realized, then the service is being provided by the
provider and in the same time delivered to or consumed
by the customer.
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Service Encounter
A service encounter is a period of time during which customer interact
directly with a service. It is also called as "Moment of Truth"
Examples of service encounters may happen in a Hotel:
-Arrival at the front office
-Greeting
-Luggage handling
-Reception
-Trip to the room
-Entry into the room
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Service Encounter Analysis
With the information at hand hospitality managers can organize, and
analyze the data and it is here that the 6S approach can help. These
are:
Specification
Staff
Space
System
Support
Style
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Service Encounter Analysis cont.
Specification means clearly detailing information about the what, when, where,
and how, of service encounters. It requires giving careful thought to the linkages
between particular service encounters and others in the service chain.
Which staff members are involved in providing the service and what skills do
they need? What attitudes are appropriate-- friendly, open, helpful, warm
service, or efficient, unobtrusive, uninvolving, unthreatening service?
Is the space appropriately designed to facilitate the service encounter and
Where will the service encounter occur?
Are the necessary systems to support the encounter in place? Is the information
necessary to respond effectively to guests' needs readily available? Is the
appropriate technology being fully used?
Are the service providers given the facilities and financial and human support
needed to do the job?
Is the management style, and marketing orientation, appropriate for the tasks
and How should the service encounter be conducted, given the enterprise
culture?
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CONCLUSIONS
Thus it can be concluded that “Service Quality
is the ability to consistently meet external and
internal customer needs, wants and
expectations involving procedural and
personal encounter” (Crosby, 1984) > CHANGE, EVERYDAY
Copyright: G.J.SHANIL
Question
(1)Write short notes and support your answer with
relevant example for each word below:
1.Intangibility
2.Inseparability
3.Variability
4.Perishability (5 x 4)
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