2. 13-2
L E A R N I N G O B J E C T I V E S
Describe how the marketing of services
differs from the marketing of products.
Discuss the four gaps in the Service Gap
Model.
Examine the five service quality dimensions.
Explain the zone of tolerance.
Identify three service recovery strategies.
Services: The Intangible Product
LO1
LO2
LO3
LO4
LO5
3. 13-3
Services Marketing Differs
from Product Marketing
Factors
differentiating
services
from goods
Inseparable
Heterogeneous
Perishable
Intangible
5. 13-5
Inseparable Production and Consumption
Production and
consumption are
simultaneous
Little opportunity to
test a service
before use
Lower risk by
offering guarantees
or warranties
http://www.youtube.com/watch?v=Set-r53xvBI
7. 13-7
Perishable
How are each of these perishable services?
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8. 13-8
CHECK YOURSELF
1. What are the four marketing elements that
distinguish services from products?
2. Why can’t we separate firms into just service or
just product sellers?
9. 13-9
The Knowledge Gap:
Understanding Customer Expectations
Marketing
research:
understanding
customers
Evaluating
service quality
Understanding
customer
expectations
The Knowledge
Gap
10. 13-10
Understanding Customer Expectations
Expectations are based on knowledge and experience
Expectations vary according to type of service
Expectations vary depending on the situation
versus
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11. 13-11
Evaluating Service Quality
The appearance
of physical
facilities,
equipment,
personnel, and
communication
materials.
TANGIBLES
The caring,
individualized
attention
provided to
customers.
EMPATHY
The knowledge
of and courtesy
by employees
and their ability
to convey trust
and confidence
ASSURANCE
The willingness
to help
customers and
provide prompt
service.
RESPONSIVENESS
The ability to
perform the
service
dependably and
accurately.
RELIABILITY
12. 13-12
The Standards Gap:
Setting Service Standards
Developing systems to
ensure high-quality service
Setting standards for quality
Royalty-Free/CORBIS
13. 13-13
The Delivery Gap:
Delivering Service Quality
Reduce
delivery
gaps
Empowering
employees
Provide
support &
incentives
Use of
technology
14. 13-14
The Communications Gap:
Communicating the Service Promise
Manage customer
expectations
Promise only what you
can deliver
Communicate service
expectations
J.D. Power &
Associate
Getty Images
15. 13-15
CHECK YOURSELF
1. Explain the four service gaps identified by the
Gaps Model.
2. List at least two ways to overcome each of the
four service gaps.