Beruflich Dokumente
Kultur Dokumente
Services Marketing
Business trends
Relaxation of professional assn. standards Marketing emphasis by nonprofit organisations Outsourcing Quality movement Franchising
Advances in technology Convergence of computers and telecommunications Miniaturisation Digitalisation Enhanced software
What is a Service?
A form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Increased demand and competition Facilitated by information technology Growth and focus on service marketing and management
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service product is essentially a bundle of activities, consisting of the core product - which in Federal Express case consists of transporting packages overnight and delivering them next morning to the addressee, plus a cluster of supplementary services.
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Implications of Intangibility Services cannot be inventoried Services cannot be patented Services cannot be readily displayed or communicated Pricing is difficult
Furniture
Clothing
Restaurant meals
Medical surgery
Motor vehicle
Vacation
Consultancy project
Easy to evaluate
Difficult to evaluate
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Heterogeneity (Variable)
service quality varies across service encounters service encounter is the interaction between service employee and customer moments of truth service people are central to service delivery service is delivered in real time
Implications of Heterogeneity
Service delivery and customer satisfaction depend on employee actions Service quality depends on many uncontrollable factors There is no sure knowledge that the service delivered matches what was planned and promoted
Inseparable
simultaneous production and consumption the service provider is the product the customer is involved (partial employee) other customers may be present
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Perishable
services cannot be stored need to manage supply and demand
Implications of Perishability
It is difficult to synchronize supply and demand with services Services cannot be returned or resold
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Low
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Product (service)
Process
Price Price
Promotion
Physical evidence
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Physical Evidence The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. atmosphere dcor, music etc. equipment facilities uniforms
Process The actual procedures, mechanisms, and flow of activities by which the service is deliveredthe service delivery and operating systems.
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