The document summarizes key aspects of the 5th edition of the textbook "Services Marketing: People, Technology, Strategy" by Christopher Lovelock and Jochen Wirtz. It provides an overview of the new co-author Jochen Wirtz and his background. It also outlines some of the new features of the 5th edition, including new chapters, examples, readings, and cases. Additionally, it describes the intended target markets for the textbook and provides a high-level overview of the structure and implementation of the textbook in a course.
This chapter discusses developing service concepts and their core and supplementary elements. It covers planning and creating services, including designing a service concept with a core product and supplementary services. The chapter also introduces the "Flower of Service" model which categorizes common supplementary services into facilitating elements like information, order taking, and billing and enhancing elements like consultation, hospitality, and exceptions handling. The chapter aims to help managers determine which supplementary services should be offered to customers.
The chapter discusses striving for service leadership. It covers the service-profit chain, integrating marketing, operations, and human resources, and creating a leading service organization. It also discusses the importance of human leadership. The key aspects are the service-profit chain, four levels of service performance, the need for leadership across functions, and the role of leaders in shaping organizational culture.
This document summarizes key aspects of consumer behavior in the context of services marketing. It discusses the three stages of the consumer decision making process: pre-purchase, service encounter, and post-encounter. In the pre-purchase stage, consumers seek to satisfy needs and evaluate service alternatives. During the service encounter, interactions range from high-contact to low-contact and can be understood using frameworks like moments of truth, servuction systems, and a theatrical metaphor. In the post-encounter stage, customers evaluate performance and determine satisfaction based on whether expectations were positively, negatively, or evenly matched. Delighting customers requires unexpectedly high performance that arouses positive emotions.
This document discusses positioning services in competitive markets. It covers focus strategies like fully focused, service focused, and market focused approaches. It also discusses market segmentation, determining important service attributes, developing an effective positioning strategy through analyzing markets, competitors, and internal strengths. Positioning maps are presented as a tool to visualize competitive positioning on attributes and analyze potential responses to strategic changes.
This chapter discusses the importance of studying services marketing. It notes that services now dominate most economies and account for over 60% of GDP worldwide. Most new employment is also being generated by the services sector. The chapter provides an overview of key topics to be covered, including the challenges of marketing services, developing an extended marketing mix for services, and integrating marketing with other management functions. It also examines factors driving the transformation of service economies, such as advances in information technology, globalization, social changes, and government policies.
The document outlines key concepts from Chapter 1 of the textbook "Services Marketing". It discusses why the study of services is important as services now dominate global economies. Services are defined as activities that provide benefits to customers without the transfer of ownership. Marketing services poses unique challenges compared to goods due to their intangible nature. An extended marketing mix of 7Ps is needed for services marketing, including physical evidence, people, and process in addition to the traditional 4Ps.
This document discusses key steps in service planning and design, including matching marketing opportunities to a firm's resources. It covers evaluating a firm's marketing assets like customer base and brand reputation, as well as operating assets like facilities, technology, and human resources. The document also discusses designing the service product by matching the marketing concept to the operations concept. It provides examples of core and supplementary services for different industries. Overall, the document provides an overview of important considerations for service planning and design.
This document provides an overview of Chapter 3 from the textbook "Services Marketing" which focuses on positioning services in competitive markets. The chapter discusses market segmentation, service attributes and levels, developing an effective positioning strategy, and using positioning maps to analyze competitive strategy. It emphasizes the importance of distinguishing a brand from its competitors through a clear positioning strategy that sets the firm or product apart from others in the minds of customers.
This chapter discusses developing service concepts and their core and supplementary elements. It covers planning and creating services, including designing a service concept with a core product and supplementary services. The chapter also introduces the "Flower of Service" model which categorizes common supplementary services into facilitating elements like information, order taking, and billing and enhancing elements like consultation, hospitality, and exceptions handling. The chapter aims to help managers determine which supplementary services should be offered to customers.
The chapter discusses striving for service leadership. It covers the service-profit chain, integrating marketing, operations, and human resources, and creating a leading service organization. It also discusses the importance of human leadership. The key aspects are the service-profit chain, four levels of service performance, the need for leadership across functions, and the role of leaders in shaping organizational culture.
This document summarizes key aspects of consumer behavior in the context of services marketing. It discusses the three stages of the consumer decision making process: pre-purchase, service encounter, and post-encounter. In the pre-purchase stage, consumers seek to satisfy needs and evaluate service alternatives. During the service encounter, interactions range from high-contact to low-contact and can be understood using frameworks like moments of truth, servuction systems, and a theatrical metaphor. In the post-encounter stage, customers evaluate performance and determine satisfaction based on whether expectations were positively, negatively, or evenly matched. Delighting customers requires unexpectedly high performance that arouses positive emotions.
This document discusses positioning services in competitive markets. It covers focus strategies like fully focused, service focused, and market focused approaches. It also discusses market segmentation, determining important service attributes, developing an effective positioning strategy through analyzing markets, competitors, and internal strengths. Positioning maps are presented as a tool to visualize competitive positioning on attributes and analyze potential responses to strategic changes.
This chapter discusses the importance of studying services marketing. It notes that services now dominate most economies and account for over 60% of GDP worldwide. Most new employment is also being generated by the services sector. The chapter provides an overview of key topics to be covered, including the challenges of marketing services, developing an extended marketing mix for services, and integrating marketing with other management functions. It also examines factors driving the transformation of service economies, such as advances in information technology, globalization, social changes, and government policies.
The document outlines key concepts from Chapter 1 of the textbook "Services Marketing". It discusses why the study of services is important as services now dominate global economies. Services are defined as activities that provide benefits to customers without the transfer of ownership. Marketing services poses unique challenges compared to goods due to their intangible nature. An extended marketing mix of 7Ps is needed for services marketing, including physical evidence, people, and process in addition to the traditional 4Ps.
This document discusses key steps in service planning and design, including matching marketing opportunities to a firm's resources. It covers evaluating a firm's marketing assets like customer base and brand reputation, as well as operating assets like facilities, technology, and human resources. The document also discusses designing the service product by matching the marketing concept to the operations concept. It provides examples of core and supplementary services for different industries. Overall, the document provides an overview of important considerations for service planning and design.
This document provides an overview of Chapter 3 from the textbook "Services Marketing" which focuses on positioning services in competitive markets. The chapter discusses market segmentation, service attributes and levels, developing an effective positioning strategy, and using positioning maps to analyze competitive strategy. It emphasizes the importance of distinguishing a brand from its competitors through a clear positioning strategy that sets the firm or product apart from others in the minds of customers.
This chapter discusses positioning services in competitive markets. It covers focusing strategies like being market focused, service focused, or fully focused. Market segmentation and developing the right service concept for segments is also discussed. Important concepts include determining attributes that distinguish services, establishing service levels, and developing an effective positioning strategy. Positioning maps are presented as a tool to analyze competitive strategies by visually mapping competitor positions based on attributes. The examples demonstrate how positioning maps can show changes in competitive landscapes over time.
This chapter discusses the importance of managing service employees effectively. It covers the difficulties of frontline work, the cycles of failure, mediocrity and success, and strategies for human resource management including hiring, training, empowering, motivating employees. It emphasizes the role of service leadership and culture in creating a customer-focused organization and sustaining service excellence.
This document discusses positioning strategies for services and competitive markets. It provides examples of how hotels in the city of Belleville can position themselves based on attributes like price, service level, location, and physical luxury. Positioning maps are introduced as a tool to help managers visualize their company's strategy and position relative to competitors. The maps display performance on key attributes that are important to target customer segments. They can predict how positions may change over time and spark strategic discussions.
This document provides an overview of Chapter 1 from the textbook "Services Marketing 7e, Global Edition". It discusses key topics in the chapter including why the study of services is important, what constitutes a service, the marketing challenges of services, and the need for an extended marketing mix to address the unique characteristics of services. The chapter introduces concepts like the four categories of services (people processing, possession processing, mental stimulus processing, and information processing) and the 7Ps framework for services marketing incorporating product, place and time, price, promotion, process, physical environment, and people.
1) The document discusses key concepts in services marketing, including defining services and distinguishing them from goods. Services are intangible performances that add value through time, place, or form utility.
2) An expanded "7Ps" marketing mix framework is presented for services, including additional elements of People, Physical Evidence, and Process beyond the traditional 4Ps.
3) Characteristics of services like intangibility, inseparability, and perishability are outlined that create additional challenges for marketing services compared to goods.
This chapter discusses key concepts for designing and managing effective service processes. It covers flowcharting customer journeys, blueprinting services to improve customer experience and operations, redesigning processes, managing customer involvement as co-producers, and the use of self-service technologies. The chapter aims to help readers understand how to clarify service delivery, identify points of failure, set standards to meet customer expectations, and enhance productivity and satisfaction through process optimization.
The document summarizes key topics from Chapter 6 of the textbook, including effective pricing strategies for services, the pricing tripod approach using costs, value and competition, revenue management techniques, ethical pricing concerns, and considerations for implementing pricing in practice. It provides overviews and definitions of these concepts, examples, and factors for firms to consider in setting service prices.
Chapter 07 promoting services and educating customersNardin A
The chapter discusses marketing communications strategies for promoting services. It covers the challenges of communicating intangible services and the roles of various marketing communication tools. The key points are:
1) Marketing communications help position services, educate customers on offerings, promote personnel contributions, and manage demand.
2) Services have challenges like intangibility that require tangible cues and metaphors in promotions.
3) Effective communication planning involves understanding objectives, audiences, messages and appropriate channels.
4) The marketing communications mix for services includes traditional channels like advertising, public relations, and personal selling as well as internet options.
This document provides an overview of chapter 1 from the textbook "Services Marketing". It discusses why the study of services is important as services now dominate global economies. It defines what constitutes a service and categorizes different types of services. The document also outlines some of the key challenges in marketing services due to their intangible nature and discusses how an extended marketing mix is needed to address these challenges. Finally, it notes that effective service marketing requires integration with operations, human resources, and other management functions.
This chapter discusses developing service products and new service development. It covers planning service products which comprise a core product and supplementary services. These are integrated through delivery processes. The Flower of Service model categorizes supplementary services as facilitating or enhancing. Branding strategies for service products range from a single brand to separate subbrands. New service development can involve reengineering processes, using physical goods as ideas, and understanding success factors such as market synergy and research.
Chapter 06 setting prices and implementing revenue managementNardin A
This chapter discusses pricing strategies for services. It covers setting prices based on costs, value to customers, and competitors. Revenue management aims to maximize revenue by adjusting prices for different customer segments. Rate fences help separate segments. The chapter also addresses ethical issues in pricing complexity and fairness. Effective implementation requires determining the price level and basis, who collects payment, and how to communicate prices.
The document discusses planning and developing service concepts, including core and supplementary elements. It defines core products as the central component that supplies the principal benefits customers seek. Supplementary services augment the core product by facilitating its use and enhancing its value and appeal. The document provides examples of core products and supplementary services for different types of services and industries. It also discusses developing new service categories and reengineering service processes.
This chapter discusses promoting services and educating customers through marketing communications. It covers the role of various communication channels in positioning services, overcoming intangibility challenges, and developing integrated marketing communication strategies. Specific topics include developing communication objectives, choosing appropriate communication mediums, using corporate design for branding consistency, and ensuring messaging is coordinated across different touchpoints. The ultimate goal is to effectively promote services and educate customers through an integrated marketing communication approach.
This document summarizes key points from Chapter 10 of the textbook "Services Marketing 7e, Global Edition" about crafting the service environment. It discusses the purpose of service environments in shaping customer experience and supporting brand image. It also covers models for understanding customer responses to environments and the main dimensions that comprise a service environment, including ambient conditions, spatial layout, and signs/symbols. The chapter emphasizes designing service environments holistically from the customer's perspective and provides tools to guide the design process.
This chapter introduces key concepts about services marketing. It discusses why studying services is important as the service sector dominates most economies. Services pose unique challenges for marketing due to their intangible nature. An expanded marketing mix of 8Ps is required for effective services marketing, including product, place, price, promotion, process, physical environment, people, and productivity/quality. Government policies, technology advances, and other forces are transforming the service industry in ways that require innovative marketing approaches.
This chapter discusses developing service concepts by outlining core and supplementary elements. It covers planning and creating services, the flower of service model, and developing new services. The key points are:
1) A service concept comprises a core product and supplementary services that augment the core product.
2) The flower of service model categorizes supplementary services into eight facilitating and enhancing elements.
3) Managers must determine which supplementary services are offered standard and which can be offered as options for an extra charge.
4) Service firms can differentiate their products through various branding strategies including a single brand, separate stand-alone brands, or a combination approach.
This document discusses services in the modern economy. It begins by providing examples of common services individuals use daily, such as turning on lights or getting a haircut. It then notes that many institutions, like colleges, offer a complex array of services beyond their core function, including libraries, cafeterias, and bookstores. The document outlines some of the key differences between marketing services versus physical goods, such as the intangible nature of services and greater customer involvement in the production process. It also discusses the large and growing role of the service sector in modern economies.
This chapter discusses consumer behavior in the context of services. It outlines a three-stage model of service consumption: the pre-purchase stage where customers evaluate alternatives and make decisions; the service encounter stage when customers interact with service providers; and the post-encounter stage when customers evaluate performance and develop future intentions. Key aspects of each stage are discussed, including how to understand and manage customer expectations, perceived risks, the servuction system of production and delivery, and the importance of effectively meeting customer needs at all touchpoints.
This chapter discusses the importance of studying services marketing. It notes that services now account for over 60% of global GDP and are the strongest growth area for marketing. It defines services as economic activities offered by one party to another that employ time-based performances to bring about desired results, with customers obtaining value through access rather than ownership. Key factors transforming the service economy include advances in technology, globalization, changes in business trends and government policies, and social changes. The chapter categorizes services and differentiates between service products, customer service, and after-sales service. It also presents a process perspective for understanding services.
This chapter discusses service distribution and delivery channels. It covers options for delivering services through physical locations or electronic channels. Key topics include the role of intermediaries in distributing services, challenges of large domestic and international markets, and how technology influences service delivery. The chapter compares distributing core versus supplementary services and examines place and time decisions for optimal service access. Overall it provides an overview of physical and electronic distribution strategies for marketing services globally.
The document discusses the GAPS model of service quality. It describes 7 potential gaps between customer expectations and perceptions of service: 1) knowledge gap, 2) standards gap, 3) delivery gap, 4) internal communications gap, 5) perceptions gap, 6) interpretation gap, and 7) service gap. The largest gap is the service gap, which is the difference between expected and perceived service. The document provides recommendations for closing each gap to improve service quality.
SQ Lecture Four : Distributing Services & Setting Prices and Implementing Re...SQAdvisor
This document provides an overview and summary of Lecture Four from MKTG 1268 Service Quality. The lecture covers distributing services through physical and electronic channels from Chapter 5, as well as setting prices and implementing revenue management from Chapter 6. Key points from the chapters include different options for service delivery, factors that influence channel preferences, and the use of revenue management to maximize profits from fixed capacities by charging different customer segments different prices.
This chapter discusses positioning services in competitive markets. It covers focusing strategies like being market focused, service focused, or fully focused. Market segmentation and developing the right service concept for segments is also discussed. Important concepts include determining attributes that distinguish services, establishing service levels, and developing an effective positioning strategy. Positioning maps are presented as a tool to analyze competitive strategies by visually mapping competitor positions based on attributes. The examples demonstrate how positioning maps can show changes in competitive landscapes over time.
This chapter discusses the importance of managing service employees effectively. It covers the difficulties of frontline work, the cycles of failure, mediocrity and success, and strategies for human resource management including hiring, training, empowering, motivating employees. It emphasizes the role of service leadership and culture in creating a customer-focused organization and sustaining service excellence.
This document discusses positioning strategies for services and competitive markets. It provides examples of how hotels in the city of Belleville can position themselves based on attributes like price, service level, location, and physical luxury. Positioning maps are introduced as a tool to help managers visualize their company's strategy and position relative to competitors. The maps display performance on key attributes that are important to target customer segments. They can predict how positions may change over time and spark strategic discussions.
This document provides an overview of Chapter 1 from the textbook "Services Marketing 7e, Global Edition". It discusses key topics in the chapter including why the study of services is important, what constitutes a service, the marketing challenges of services, and the need for an extended marketing mix to address the unique characteristics of services. The chapter introduces concepts like the four categories of services (people processing, possession processing, mental stimulus processing, and information processing) and the 7Ps framework for services marketing incorporating product, place and time, price, promotion, process, physical environment, and people.
1) The document discusses key concepts in services marketing, including defining services and distinguishing them from goods. Services are intangible performances that add value through time, place, or form utility.
2) An expanded "7Ps" marketing mix framework is presented for services, including additional elements of People, Physical Evidence, and Process beyond the traditional 4Ps.
3) Characteristics of services like intangibility, inseparability, and perishability are outlined that create additional challenges for marketing services compared to goods.
This chapter discusses key concepts for designing and managing effective service processes. It covers flowcharting customer journeys, blueprinting services to improve customer experience and operations, redesigning processes, managing customer involvement as co-producers, and the use of self-service technologies. The chapter aims to help readers understand how to clarify service delivery, identify points of failure, set standards to meet customer expectations, and enhance productivity and satisfaction through process optimization.
The document summarizes key topics from Chapter 6 of the textbook, including effective pricing strategies for services, the pricing tripod approach using costs, value and competition, revenue management techniques, ethical pricing concerns, and considerations for implementing pricing in practice. It provides overviews and definitions of these concepts, examples, and factors for firms to consider in setting service prices.
Chapter 07 promoting services and educating customersNardin A
The chapter discusses marketing communications strategies for promoting services. It covers the challenges of communicating intangible services and the roles of various marketing communication tools. The key points are:
1) Marketing communications help position services, educate customers on offerings, promote personnel contributions, and manage demand.
2) Services have challenges like intangibility that require tangible cues and metaphors in promotions.
3) Effective communication planning involves understanding objectives, audiences, messages and appropriate channels.
4) The marketing communications mix for services includes traditional channels like advertising, public relations, and personal selling as well as internet options.
This document provides an overview of chapter 1 from the textbook "Services Marketing". It discusses why the study of services is important as services now dominate global economies. It defines what constitutes a service and categorizes different types of services. The document also outlines some of the key challenges in marketing services due to their intangible nature and discusses how an extended marketing mix is needed to address these challenges. Finally, it notes that effective service marketing requires integration with operations, human resources, and other management functions.
This chapter discusses developing service products and new service development. It covers planning service products which comprise a core product and supplementary services. These are integrated through delivery processes. The Flower of Service model categorizes supplementary services as facilitating or enhancing. Branding strategies for service products range from a single brand to separate subbrands. New service development can involve reengineering processes, using physical goods as ideas, and understanding success factors such as market synergy and research.
Chapter 06 setting prices and implementing revenue managementNardin A
This chapter discusses pricing strategies for services. It covers setting prices based on costs, value to customers, and competitors. Revenue management aims to maximize revenue by adjusting prices for different customer segments. Rate fences help separate segments. The chapter also addresses ethical issues in pricing complexity and fairness. Effective implementation requires determining the price level and basis, who collects payment, and how to communicate prices.
The document discusses planning and developing service concepts, including core and supplementary elements. It defines core products as the central component that supplies the principal benefits customers seek. Supplementary services augment the core product by facilitating its use and enhancing its value and appeal. The document provides examples of core products and supplementary services for different types of services and industries. It also discusses developing new service categories and reengineering service processes.
This chapter discusses promoting services and educating customers through marketing communications. It covers the role of various communication channels in positioning services, overcoming intangibility challenges, and developing integrated marketing communication strategies. Specific topics include developing communication objectives, choosing appropriate communication mediums, using corporate design for branding consistency, and ensuring messaging is coordinated across different touchpoints. The ultimate goal is to effectively promote services and educate customers through an integrated marketing communication approach.
This document summarizes key points from Chapter 10 of the textbook "Services Marketing 7e, Global Edition" about crafting the service environment. It discusses the purpose of service environments in shaping customer experience and supporting brand image. It also covers models for understanding customer responses to environments and the main dimensions that comprise a service environment, including ambient conditions, spatial layout, and signs/symbols. The chapter emphasizes designing service environments holistically from the customer's perspective and provides tools to guide the design process.
This chapter introduces key concepts about services marketing. It discusses why studying services is important as the service sector dominates most economies. Services pose unique challenges for marketing due to their intangible nature. An expanded marketing mix of 8Ps is required for effective services marketing, including product, place, price, promotion, process, physical environment, people, and productivity/quality. Government policies, technology advances, and other forces are transforming the service industry in ways that require innovative marketing approaches.
This chapter discusses developing service concepts by outlining core and supplementary elements. It covers planning and creating services, the flower of service model, and developing new services. The key points are:
1) A service concept comprises a core product and supplementary services that augment the core product.
2) The flower of service model categorizes supplementary services into eight facilitating and enhancing elements.
3) Managers must determine which supplementary services are offered standard and which can be offered as options for an extra charge.
4) Service firms can differentiate their products through various branding strategies including a single brand, separate stand-alone brands, or a combination approach.
This document discusses services in the modern economy. It begins by providing examples of common services individuals use daily, such as turning on lights or getting a haircut. It then notes that many institutions, like colleges, offer a complex array of services beyond their core function, including libraries, cafeterias, and bookstores. The document outlines some of the key differences between marketing services versus physical goods, such as the intangible nature of services and greater customer involvement in the production process. It also discusses the large and growing role of the service sector in modern economies.
This chapter discusses consumer behavior in the context of services. It outlines a three-stage model of service consumption: the pre-purchase stage where customers evaluate alternatives and make decisions; the service encounter stage when customers interact with service providers; and the post-encounter stage when customers evaluate performance and develop future intentions. Key aspects of each stage are discussed, including how to understand and manage customer expectations, perceived risks, the servuction system of production and delivery, and the importance of effectively meeting customer needs at all touchpoints.
This chapter discusses the importance of studying services marketing. It notes that services now account for over 60% of global GDP and are the strongest growth area for marketing. It defines services as economic activities offered by one party to another that employ time-based performances to bring about desired results, with customers obtaining value through access rather than ownership. Key factors transforming the service economy include advances in technology, globalization, changes in business trends and government policies, and social changes. The chapter categorizes services and differentiates between service products, customer service, and after-sales service. It also presents a process perspective for understanding services.
This chapter discusses service distribution and delivery channels. It covers options for delivering services through physical locations or electronic channels. Key topics include the role of intermediaries in distributing services, challenges of large domestic and international markets, and how technology influences service delivery. The chapter compares distributing core versus supplementary services and examines place and time decisions for optimal service access. Overall it provides an overview of physical and electronic distribution strategies for marketing services globally.
The document discusses the GAPS model of service quality. It describes 7 potential gaps between customer expectations and perceptions of service: 1) knowledge gap, 2) standards gap, 3) delivery gap, 4) internal communications gap, 5) perceptions gap, 6) interpretation gap, and 7) service gap. The largest gap is the service gap, which is the difference between expected and perceived service. The document provides recommendations for closing each gap to improve service quality.
SQ Lecture Four : Distributing Services & Setting Prices and Implementing Re...SQAdvisor
This document provides an overview and summary of Lecture Four from MKTG 1268 Service Quality. The lecture covers distributing services through physical and electronic channels from Chapter 5, as well as setting prices and implementing revenue management from Chapter 6. Key points from the chapters include different options for service delivery, factors that influence channel preferences, and the use of revenue management to maximize profits from fixed capacities by charging different customer segments different prices.
10 Facts About the Telecommunications Industry, from Richard HorowitzRichard Horowitz
You may not consider the telecommunications industry to be very exciting, but it actually has a pretty interesting history and has had a huge impact on modern day society. I recently came across an great article that shares some fun telecommunications facts, that I thought would be good to share:
Spring Web Service, Spring Integration and Spring BatchEberhard Wolff
This presentation shows Spring Web Services, Spring Integration and Spring Batch applied to a typical scenario. It walks through the advantages of the technologies and their sweet spots.
Utsav Mahendra : Managing People for Service Advantage Utsav Mahendra
This document discusses managing frontline service personnel for competitive advantage. It contains 3 key points:
1) Frontline employees are important for differentiation and driving customer loyalty through anticipating needs, customizing service, and building relationships.
2) Frontline roles involve balancing operational and marketing goals, which can cause role stress from conflicting demands.
3) Companies can experience cycles of failure, mediocrity, or success depending on how they manage frontline employees through factors like training, pay, turnover, and emphasis on rules versus service.
This document discusses the importance of people in delivering service and building brands, especially for finance and insurance companies. It argues that consumers are loyal to the individuals who provide them service, not just the company brand. All aspects of a company that interact with customers, including employees, processes, forms, and statements, contribute to how the brand is perceived. For service companies to successfully build their brands, they must ensure all employees understand and represent the brand values, empower staff to customize service, and integrate people, processes, and physical touchpoints to deliver a seamless customer experience aligned with the brand promise.
SQ Lecture Nine -Building Relationships & Service Recovery (Chapters 12 and 13)SQAdvisor
This document provides an overview and summary of key topics from Chapter 12 of the marketing textbook, including managing customer relationships and building loyalty. It discusses the importance of customer loyalty for a firm's profitability, strategies for developing loyalty bonds like deepening relationships, implementing reward programs, fostering social bonds, and offering customization. Graphs and figures are referenced to explain concepts such as the customer satisfaction-loyalty relationship, measuring customer lifetime value, and effective customer tiering. Case studies from companies like Harrah's and British Airways are also mentioned.
This document discusses relationship marketing and service quality. It analyzes different models of service quality and their limitations in assessing quality in long-term relationships. It then examines the Liljander-Strandvik relationship quality model in more detail for its strengths and weaknesses. The objectives are to analyze how well service quality models fit relationship marketing, identify the main dimensions of relationship quality, and determine the relative impact of service quality on loyalty compared to other relationship quality factors.
The document discusses distribution channels and the factors to consider when selecting a distribution channel. It defines distribution and distribution channels. There are typically four main types of distribution channels: 1) Producer to Customer, 2) Producer to Retailer to Customer, 3) Producer to Wholesaler to Retailer to Customer, and 4) Producer to Agent to Wholesaler to Retailer to Customer. When selecting a channel, an entrepreneur should consider product characteristics, market characteristics, and other factors like costs, sales volume, and the firm's marketing policies. Product considerations include value, perishability, and need for service. Market considerations include customer type, location, and order size. Other factors include the firm's size, resources,
A Keynote delivered for the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises.
Integrating digital channels in not-for-profit marketing: best practices and trends.
Covering examples of the latest best practices in digital marketing for charities
The document discusses service quality and models for measuring it. It defines service and quality, and compares goods and services. It outlines models for assessing perceived service quality, including the five gaps model. The five gaps model identifies potential gaps between customer expectations and perceived service quality, including not knowing customer expectations, having incorrect quality standards, a service performance gap, a gap between promises and delivery, and a gap between expected and perceived service quality.
This document summarizes key concepts from Chapter 2 of the textbook "Services Marketing". It discusses a framework for understanding customer behavior in service encounters using a three-stage model of the service consumption process: pre-purchase, service encounter, and post-encounter stages. In the pre-purchase stage, customers seek solutions to needs, evaluate service options, and consider risks. The service encounter stage examines customer participation and interactions during service delivery. In the post-encounter stage, customers evaluate service quality, experience satisfaction or dissatisfaction, and determine future intentions toward the service provider. The document also outlines different categories of services and their implications for customer behavior.
This document provides an overview of successful charity marketing. It discusses that charities are often not automatically customer-oriented due to factors like being monopolies or having a patronizing attitude. It defines charity customers to include beneficiaries, supporters, stakeholders, and regulators. It also discusses the marketing mix of product, price, place, promotion, people, physical evidence, process, and philosophy. Finally, it provides tips for introducing a marketing approach into a charity organization, including considering resources, processes, structure, policy, and culture.
Improving Service Quality and Productivity - Service MarketingNuwan Ireshinie
This document discusses improving service quality and productivity. It begins with an agenda that outlines integrating quality and productivity strategies to achieve long-term profitability by delivering high quality experiences to customers more efficiently. The document then covers topics such as defining and measuring service quality and productivity, tools to analyze quality problems, and strategies to improve quality such as addressing gaps in service and implementing quality frameworks like ISO 9000 and Six Sigma. It emphasizes that quality and productivity improvements should focus on redesigning customer service processes to boost both service quality and efficiency.
The document discusses strategies for managing customer relationships and building loyalty. It covers four stages of brand loyalty, why loyalty is important for profitability, assessing the value of loyal customers, and reasons why customers become loyal. It also discusses strategies for developing loyalty bonds such as rewarding customers, reducing customer defections, handling complaints and recovering from service failures. The importance of service guarantees and how to design effective guarantees is also covered.
Service blueprinting involves mapping customer service processes through flowcharts. It shows the customer experience and identifies potential failure points. Blueprinting a restaurant involves a three-act structure: introduction, delivery of food/drinks, and conclusion. Setting standards and targets allows measurement of customer satisfaction. Redesigning service processes can reduce failures and increase productivity. When customers co-produce services, their level of participation and psychological factors must be considered. Self-service technologies also require management of customer reluctance to change and ensuring systems are reliable and easy to use.
The document provides an overview of key topics in services marketing. It discusses 1) the differences between goods and services, 2) the intangible and heterogeneous nature of services, 3) models for understanding service quality like the GAPS model and service triangle, 4) factors that influence consumer decision making and evaluation of services, 5) the importance of processes, people and physical evidence in service delivery, and 6) challenges in marketing services internationally due to cultural differences.
1. The document discusses key concepts in services marketing including the characteristics of services, the expanded marketing mix for services, consumer behavior in services, customer expectations of service, and issues involving customer expectations.
2. Services have intangible characteristics like intangibility, heterogeneity, simultaneous production and consumption, and perishability that differentiate them from goods. Customers evaluate services based on their search, experience, and credence qualities.
3. Understanding consumer choice processes, how customers experience and evaluate services, and managing customer expectations are important for effective services marketing. Customer expectations are reference points that influence their satisfaction with service quality.
This document provides an introduction and overview of services. It defines services as intangible deeds, processes, and performances that may include tangible components and are typically produced and consumed simultaneously. The document outlines some key challenges in services like quality, communication, and coordination. It provides examples of common service industries and discusses how the proportion of services in economies has increased over time. Finally, it discusses differences between goods and services and introduces an expanded 7 Ps marketing mix framework for services, focusing on people, physical evidence, and processes in addition to the traditional 4 Ps.
The document discusses the key aspects of services. It defines services as deeds, processes, and performances, such as repair and maintenance services, consulting services, and training services. Customer service involves answering questions, taking orders, handling complaints, and repairs for building customer relationships. Services are intangible and involve the transfer of intangible benefits to customers. Marketing services is different than marketing products, as services have more variables in the marketing mix and operations are more closely linked to marketing. The customer experience is a major difference, as people tend to buy services from people they like.
Marketing services is diffferent to marketing physical products, and requires additional markeing tools and techniques. Learn more from Marketing Professional Dee Davey, of Creative Ideas Marketing.
Here are the answers to the identification and enumeration questions:
I. Identification.
1. Service script
2. Service customers
3. Service setting
4. Customer mix
5. Approach environment
6. Service setting
7. Service blueprint
8. Service performance
9. Service workers
10. E-servicescape
II. Enumeration.
Components of Service Experience
11. Service workers
12. Service setting
13. Service customers
14. Service process
Key Consideration in Designing Service Setting
15. The Duration of the Service Setting
16. Service Setting as an Operational Tool
17. Service Setting as a Service Identifier
18. Service Setting as
This chapter discusses the importance of studying services and introduces concepts related to services marketing. It notes that the service sector dominates the economy in most nations and generates most new jobs. The chapter defines services as activities that create benefits for customers without transferring ownership, typically through time-based performances. Marketing services poses unique challenges compared to goods, requiring an expanded marketing mix of 8Ps and integration of marketing, operations, and human resources functions.
Strategy to Execution in the service economy - Prof. Jochen Wirtz - October 2...CIMSriLanka
The document discusses strategies for achieving service excellence, productivity, and profitability simultaneously. It presents Singapore Airlines as a case study of a company that has achieved cost-effective service excellence through mastering paradoxes. Specifically, SIA has balanced service differentiation through excellence with cost leadership by pursuing centralized innovation with decentralization, being a leader in development while also following others, and standardization with personalization. The document argues that successfully navigating these paradoxes at both the strategic and organizational level is key to sustainable competitive advantage.
The document discusses key concepts in services marketing including:
- Services have unique characteristics like intangibility, inseparability of production and consumption, variability, and perishability.
- Customers play a key role in service delivery and the quality depends on the front-line workers.
- A unified services theory proposes that all unique aspects of managing services stem from the involvement of customers in the production process.
Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Mirjam de Groot and Simon Soothill of Canon, and discusses Canon EMEA's strategy of a "shift to services"
Business model for critical engineering servicesChris Payne
Critical Service Support provides an engineering-led support service focused on maintaining resilience in critical environments. They offer critical uptime engineering support through independent and unbiased technical solutions delivered by a stand-alone business unit. Their key activities include critical uptime engineering, compliance, and delivering solutions to customers with critical environments to be maintained through a partnership relationship with a focus on strong customer relationships and trust.
service management - Masters of Management studiesssuser8d181c1
The document discusses key concepts in service management including the nature of services, characteristics of services, categories of services, service marketing mix, importance of customer focus, service quality gaps model, and types of customer expectations. It provides an overview of a service management course covering topics such as service marketing, service delivery, managing demand and capacity, customer satisfaction, and managing customer relations. Evaluation includes presentations, class participation, and tests.
Topic 1- Introduction to Service Marketing 10 October 2023.pptxParvathaneniKarishma
Dr. Gobinda Roy gave a presentation on service marketing at the International Management Institute Kolkata. The presentation discussed how IBM shifted from manufacturing to providing services like IT consulting and support. It explained that services now dominate economies worldwide. The service sector contributes over half of India's GDP and employment. The presentation defined services as intangible deeds or performances provided to customers. It noted several characteristics that distinguish services from goods, such as intangibility, heterogeneity, simultaneous production and consumption, and perishability. The marketing mix for services (the 7 Ps) was also introduced, which includes product, price, place, promotion, people, physical evidence, and process.
This document provides an overview of 13 ITIL mind maps related to IT service management. The mind maps cover topics such as ITIL service strategy, service design, service transition, service operation, and continual service improvement. For each topic, the mind maps define relevant processes, functions, roles, and relationships to help explain the ITIL framework and best practices for delivering quality IT services.
This document discusses key aspects of marketing financial services, specifically focusing on the additional Ps of service marketing - Physical Evidence, People, and Process.
It describes how physical evidence provides tangible representations of intangible services and discusses examples like facilities, signage, packaging and paperwork. It also examines the physical environment and different types of customer involvement.
The people element looks at the importance of customer service personnel and their role in conveying brand image. It also classifies personnel by customer contact.
Finally, it covers process orientation and factors to consider in service process design, emphasizing the need to align people, processes and technology for financial institution success.
This document discusses key concepts in service marketing. It begins by defining marketing and explaining its importance. It then outlines the evolution of marketing approaches from a product orientation to a market orientation and service dominant logic. The document also discusses marketing goals of customer satisfaction, stimulating exchanges, and branding. It introduces the GAP model and requirements of service marketing using the 4Ps and co-creation. Finally, it presents an integrated service marketing model outlining the marketing and buying processes.
The service marketing triangle involves external marketing, internal marketing, and interactive marketing. External marketing involves promoting the service to end-users, internal marketing involves training employees to effectively deliver the service, and interactive marketing refers to the crucial service encounter between employees and customers.
The service marketing mix (7Ps) encompasses product, price, place, promotion, people, process, and physical evidence. Getting each element right is important for marketing a service, as services have unique characteristics such as intangibility and perishability compared to products. People are especially important as customers directly interact with employees during service delivery.
Service design supports manufacturing servitization by:
1. Using user-centered techniques to better understand customers and value networks.
2. Representing service systems and customer journeys to visualize how value is co-created.
3. Creating value propositions centered on customer experiences rather than technologies.
While companies saw benefits, challenges included unfamiliar service design lexicon and difficulty accessing customer insights for B2B. Further research through implementing concepts is needed to fully study service design's impact on servitization.
Ibiza, situated in the Balearic Islands, stands out as a destination that encompasses everything: stunning landscapes, hidden gems to explore, a vibrant social scene, rich cultural life, and exceptional gastronomy. Opting for ‘Ibiza Rent A Boat’ to experience an unforgettable vacation on the White Island is certainly worthwhile, prompting a deeper exploration of the unique and fascinating aspects of Ibiza.
Nature of the task 1. write a paragraph about your trip to dubai and what ar...solutionaia
1. write a paragraph about your trip to dubai and what are the facts responsible for the heavy rainfall in dubai that caused havec ?
2. mention any five major tourist attaction of dubai
Mathematics: a student a visit her family her father converted Rs. 1,15,000 inr currency for dubai airport theexpedite in the trip is given below
1. Curreny name of India and dubai
2. Conversions amount
3. Total Converted amount
4. cost of food
5. cost of sightseeing
6. cost of shoping
7. cost of saving
Golden Gate Bridge: Magnificent Architecture in San Francisco | CIO Women Mag...CIOWomenMagazine
The famous suspension bridge connects the city of San Francisco to Marin County in California. Golden Gate Bridge carries both U.S. Route 101 and California State Route 1 across the strait and is about one mile wide. In this article, we will explore the history and significance that have shaped the iconic monument it is known as today.
You can easily change/correct a name on your flight ticket under the American Airlines name change policy. The airline provides multiple online and offline modes to place a name change request. To learn more about how to change a name on American Airlines ticket, you can directly approach the airline’s customer support. Moreover, you can connect with a flight expert at +1-866-738-0741 for quick assistance.
What Outdoor Adventures Await Young Adults in Montreal's Surrounding NatureSpade & Palacio Tours
Experience Montreal's vibrant culture and thrilling outdoor adventures. From hiking scenic trails at Mont-Saint-Bruno to kayaking the Saint Lawrence River, there's something for every adventurous young adult. Explore street art, camp under the stars, and immerse yourself in nature's beauty just beyond the city's bustling streets.
The Ultimate Travel Guide to Hawaii Island Hopping in 2024adventuressabifn
island hopping in Hawaii. This magical place offers a number of experiences, as each island has its own charm. Do you love adventure? Then, hike through volcanoes or kayak along an amazing coastline. If you want relaxation, then Hawaii is perfect because it has the most amazing beaches. In this blog, I will help you make an itinerary for your Hawaii Island Hopping. Every island offers something special. The Big Island offers some of the most perfect volcanoes as well as stargazing. Maui will pamper you with beaches and luxury. Kauai has some of the most lush rainforests with dramatic cliffs, and Oahu can offer a taste of city life and historical significance.
Prepare for cold weather rafting with proper gear: layering for warmth, insulated headgear, gloves, waterproof footwear, and essential accessories like sunglasses and sunscreen. Prioritize safety with a life jacket and maintain gear for optimal performance. Stay warm, dry, and ready for adventure on the rapids!
Beyond the mountains, a tour in Nepal reveals a vibrant tapestry of cultural heritage. The Kathmandu Valley, a UNESCO World Heritage Site, boasts an array of ancient temples, stupas, and palaces. Durbar Squares in Kathmandu, Bhaktapur, and Patan are treasure troves of medieval art and architecture.
bangalore metro routes, stations, timingsnarinav14
Bangalore Metro, also known as Namma Metro, is a rapid transit system serving the city of Bangalore, Karnataka, India. It is the second longest operational metro network in India after the Delhi Metro.
How do I plan a Kilimanjaro Climb?
Planning to climb Mount Kilimanjaro is an exciting yet detailed process. Here’s a step-by-step guide to help you prepare for this incredible adventure.
Our excursions in tahiti offer stunning lagoon tours, vibrant marine life encounters, and cultural experiences. We ensure unforgettable adventures amidst breathtaking landscapes and serene waters. For more information, mail us at tracey@uniquetahiti.com.
Un viaje a Buenos Aires y sus alrededoresJudy Hochberg
A travelogue of my recent trip to Argentina, most to Buenos Aires, but including excursion to Iguazú waterfalls, Tigre, and Colonia del Sacramento in Uruguay
What Challenges Await Beginners in SnowshoeingSnowshoe Tahoe
Discover the exhilarating world of snowshoeing through our presentation, highlighting the challenges faced by beginners. From physical exertion to technical finesse and braving harsh winter conditions, each step in the snow brings new obstacles and unforgettable adventures. Embrace the challenge and conquer the winter wonderland with confidence!
Discovering Egypt A Step-by-Step Guide to Planning Your Trip.pptImperial Egypt
Travelling to Egypt is like stepping into a time capsule where the past and present coexist, offering a unique blend of history, culture, and stunning landscapes.
See more: https://imperialegypt.com/tour-packages/
Explore Architectural Wonders and Vibrant Culture With Naples ToursNaples Tours
Discover the historical gems and vivid culture of Naples with our guided tours. From the vivid narrow streets of Spaccanapoli to the ancient ruins of Pompeii, the city offers a mixed bag of adventurous experiences. Book your tickets today https://www.naples.tours/ and experience the best of Naples!