4. SERVICES MARKETING
MODERN MARKETING MIX - 7 P’s
1. People
2. Procedures
3. Physical Environment
We are going to relate the modern marketing mix to the following aspects:
Customer roles
Service Encounter
Service scape
5. EXPECTATIONS Airline Expectation
Overall satisfaction is
highly influenced by prior Ryanair 2
expectations (Solomon et
al., 2009) Easyjet 5
Expectancy
disconfirmation model
Lufthansa 6
1 - extremely dissatisfied
7 - extremely satisfied
6. DIMENSIONS OF SERVICE QUALITY
Reliability
Assurance
Tangibles
Empathy
Responsiveness
7. DIMENSIONS OF SERVICE QUALITY
Reliability
Assurance
Tangibles
Judgement of Quality
Empathy
Responsiveness
8. 1. CUSTOMER ROLES
The customer participates in the co-creation of the overall service outcome
Customers as contributors to quality, satisfaction and value
Role learned though previous experience
Information provided by each airline
Other Customers (acquaintances/
strangers) - influential
in the overall experience
Social learning theory - observation
imitation (Bandura)
Not understanding your customer role
correctly
9. 1. CUSTOMER ROLES
The customer participates in the co-creation of the overall service outcome
Customers as contributors to quality, satisfaction and value
10. 1. CUSTOMER ROLES
The customer participates in the co-creation of the overall service outcome
Customers as contributors to quality, satisfaction and value
11. LEVEL OF PARTICIPATION
According to Bitner, Faranda, Hubbert and Zeithaml, the level of
participation is low
“Service is provided regardless any individual purchase “
due to new technologies
level of participation increases
decreasing price
12. LEVEL OF PARTICIPATION
According to Bitner, Faranda, Hubbert and Zeithaml, the level of
participation is low
“Service is provided regardless any individual purchase “
13. 2. SERVICE ENCOUNTER
“Period of time during which a customer
directly interacts with service”
multiple points of contact:
booking
check-in
baggage drop off
security - cannot be influenced by the service
provider - however important factor
boarding
flight
14. MAJOR EMPLOYEE BEHAVIOURS
Accounting for satisfactory / dissatisfactory
incidents
Employee response to service
delivery system failure
Employee response to customer
needs and requests
Unprompted employee actions
Bitner et al.
15. 3. THE SERVICESCAPE
Ambiant conditions
Spacial and functional
Signs, symbols and artefacts
Bitner et al.
32. LIMITATIONS
Travel to 3 different destinations
Time on travel – weekdays therefore affects
the number of people on the plane
We did not have bags to register –
did not do the entire process
Different times of booking
33. References
Baron, S. and Harris, K. (2003) Services Marketing: Text and Cases, 2nd Edition, Chapter 4, 6 and 8,
Palgrave: Basingtoke.
Bitner, M. J., Faranda, W. T., Hubbert, A. R. and Zeithaml, V. A. (1997) ‘Customer contributions and
roles in services delivery’, International Journal of Service Industry Management, 8(3): 193-205.
Bitner, M. J., Booms, B. M, and Tetreault, M. S. (1990) ‘The service encounter: diagnosing favorable and
unfavorable incidents’, Journal of Marketing, 54(January): 71–84.
Bitner, M. J. (1992) ‘Servicescapes: the impact of physical surroundings on customers and employees’,
Journal of Marketing, 56(April): 57-71.
Solomon, M.R, Bambossy, G., Askegaard, S., and Hogg, M.K. (2009) Consumer Behaviour, a European
Perspective, 4th Edition, Chapter 3, Financial Times Prentice Hall: Harlow
Svensson, G. (2006) ‘New aspects of research into service encounters and service quality’, International
Journal of Service Industry Management, 17(3): 245-257.
Swartz, T. A., Iacobucci, D., (2000) ‘Handbook of services marketing & management’, Sage Publications,
Inc: London
Ryanair - cheap, during previous experience it was dirty aircraft, rude staff, overcrowded \nEasyjet - good service for the money, previously positive feedback by W o M\nLufthansa - expected standard good service in pleasant environment \n
reliability - dependability of service provider and accuracy of performance (on time) \nAssurance - knowledge and courtesy of employees (are employees in a good mood, e.g. smiles, safety demonstrations)\nTangibles - physical components (atmosphere, ambiance) --> Servicescape\nEmpathy - caring, individualised attention (asking if I need anything)\nResponsiveness - Promptness and helpfulness (extra questions, e.g. picture taking) \n
reliability - dependability of service provider and accuracy of performance (on time) \nAssurance - knowledge and courtesy of employees (are employees in a good mood, e.g. smiles, safety demonstrations)\nTangibles - physical components (atmosphere, ambiance) --> Servicescape\nEmpathy - caring, individualised attention (asking if I need anything)\nResponsiveness - Promptness and helpfulness (extra questions, e.g. picture taking) \n
Not understanding your customer role correctly - eg. Kelly leaving water bottle in her bag\nCustomers- contributor because must participate in service delivery, care only about whether their needs are fulfilled, contribute to their own satisfaction (eg. Buying airline tickets online)\n- Productive resources because ????\nRyanair - very few people on board, no queuing - positive \nEasyjet - full aircraft - negative \nLufthansa - full aircraft - however good organisation - positive overall experience \nhttp://teachnet.edb.utexas.edu/~Lynda_Abbott/Social.html\n
Not understanding your customer role correctly - eg. Kelly leaving water bottle in her bag\nCustomers- contributor because must participate in service delivery, care only about whether their needs are fulfilled, contribute to their own satisfaction (eg. Buying airline tickets online)\n- Productive resources because ????\nRyanair - very few people on board, no queuing - positive \nEasyjet - full aircraft - negative \nLufthansa - full aircraft - however good organisation - positive overall experience \nhttp://teachnet.edb.utexas.edu/~Lynda_Abbott/Social.html\n
Not understanding your customer role correctly - eg. Kelly leaving water bottle in her bag\nCustomers- contributor because must participate in service delivery, care only about whether their needs are fulfilled, contribute to their own satisfaction (eg. Buying airline tickets online)\n- Productive resources because ????\nRyanair - very few people on board, no queuing - positive \nEasyjet - full aircraft - negative \nLufthansa - full aircraft - however good organisation - positive overall experience \nhttp://teachnet.edb.utexas.edu/~Lynda_Abbott/Social.html\n
Not understanding your customer role correctly - eg. Kelly leaving water bottle in her bag\nCustomers- contributor because must participate in service delivery, care only about whether their needs are fulfilled, contribute to their own satisfaction (eg. Buying airline tickets online)\n- Productive resources because ????\nRyanair - very few people on board, no queuing - positive \nEasyjet - full aircraft - negative \nLufthansa - full aircraft - however good organisation - positive overall experience \nhttp://teachnet.edb.utexas.edu/~Lynda_Abbott/Social.html\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
Group 2 - response to customer preferences - eg. asking for magazine, change seat during the flight, asking to see the cockpit \nGroup 3 - Extra stuff... e.g. another round of drinks, scratch-cards, cigarettes, keeping the magazine (bending the rules) \n\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
With the additional costs of Easyjet flight, it is not as much much cheaper as one may expect in comparison to Lufthansa \nExpectations of Ryanair was highly exceeded\nwith low-cost airlines experience more likely to vary. With Lufthansa --> much more constant service\n