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Services

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Transcript

  • 1. Marketing of Services
  • 2. Services
    • Any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything.
    • Its production may or may not be tied to a physical product.
  • 3. Categories of Service Mix Pure tangible good Goods accompanying services Hybrid Service accompanying goods Pure service
  • 4. Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability
  • 5. Physical Evidence and Presentation Place People Equipment Communication material Symbols Price
  • 6. How to Increase Quality Control Invest in good hiring and training procedures Monitor customer satisfaction Standardize the service-performance process
  • 7. Matching Demand and Supply
    • Demand side
    • Differential pricing
    • Nonpeak demand
    • Complementary services
    • Reservation systems
    • Supply side
    • Part-time employees
    • Peak-time efficiency
    • Increased consumer participation
    • Shared services
    • Facilities for future expansion
  • 8. Marketing for Services
    • Three additional P’s
    • People
    • Physical evidence
    • Process
  • 9. Holistic Marketing for Services
  • 10. Managing Differentiation
    • Offering
    • Faster and Better Service Delivery
    • Image
  • 11. Factors Leading to Customer Switching Behavior
    • Pricing
    • Inconvenience
    • Core Service Failure
    • Service Encounter Failures
    • Response to Service Failure
    • Competition
    • Ethical Problems
    • Involuntary Switching
  • 12. Service-Quality Model
  • 13. Gaps that Cause Unsuccessful Service Delivery
    • Gap between consumer expectation and management perception
    • Gap between management perception and service-quality specifications
    • Gap between service-quality specifications and service delivery
    • Gap between service delivery and external communications
    • Gap between perceived service and expected service
  • 14. Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles