service marketing

1. Service Marketing
An Overview of the entire Gamet

2. Chapter Overview
2

3. Three Stage Model
Stages of Service Consumption Key Concepts
Pre-purchase
Stage
Awareness of need
• Information search
• Clarify needs
• Explore solutions
• Identify alternative service products and suppliers
Evaluation of alternatives (solutions and suppliers)
• Review supplier information
(e.g. advertising, brochures, websites)
• Review information from third parties
(e.g. published reviews, ratings, comments on web, blogs,
complaints to public agencies, satisfaction ratings, awards)
• Discuss options with service personnel
• Get advice and feedback from third-party advisors and
other customers
Make decisions on service purchase and often make
reservations
Need arousal
Evoked set
Consideration set
Multi-attribute model
Search, experience, and credence attributes
Perceived risk
Formation of expectations: desired service level, predicted
service level, adequate service level, zone of tolerance
Service
Encounter
Stage
Request service from a chosen supplier or initiate self-
service (payment may be upfront or billed later)
Service delivery by personnel or self-service
Moments of truth
Service encounters
Servuction system
Theater as a metaphor
Role and script theories
Perceived control theory
Post-
encounter
Stage
Evaluation of service performance
Future intentions
Confirmation/ Disconfirmation of expectations
Dissatisfaction, satisfaction and delight
Service Quality
Word-of-mouth
Repurchase
Loyalty
3

4. Developing A Services Marketing
Positioning Strategy
4

5. The Flower Of Service
The Flower of Service: Core Product Surrounded by Clusters of
Supplementary Services
5

6. The Components of a Service Product
Core Product
• ‘What’ the customer is fundamentally buying
• The core product is the main component that supplies the
desired experience
Supplementary Services
• The core product is usually accompanied by a variety of other
service-related activities referred as supplementary services
• Supplementary services augment the core product, both
facilitating its use and enhancing its value
Delivery Processes
• The processes used to deliver both the core product and
each of the supplementary services
6

7. 7
Figure 5.2 The Flow Model of Service Distribution
Distribution In A Services Context

8. Objectives for Pricing of Services
8

9. IntegratedServiceCommunicationsModel
Figure 7.2 Integrated
Service
Communications Model
9

10. 10

11. Building Blocks In Managing Capacity And
Demand
11

12. Service Environments
12

13. Managing People For Service Advantage
13

14. Managing
Relationships
And Building
Loyalty
14

15. Organizing
Framework
For Managing
Complaints
And Service
Recovery
15

16. Integrating
Service
Quality And
Productivity
Strategies
16

17. Four Levels Of Service Performance
Assessment Tool
Table 15.1 Four levels of service performance
assessment tool
17