Mindmap
Services Marketing
Inhalt der Mindmap
Services Marketing
Characteristics of Services
- Intangibility
- Inseparability
- Variability/heterogeneity
- Perishibility
Foundations of Services Marketing
- Flower of Service
The Service Consumer
- uncontrollable/controllable elements
- 1. Need
- 2. Awareness
- 3. Interaction
- 4. Relational context
- Circular Model
- 1. Initial Consideration Set
- Needs and Wants
- actual vs desired state
- Initial consideration set comes to mind
- 2. Active Evaluation
- Comparison of Brands
- internally vs externally
- Brands outside consideration set may still be considered at this point
- Marketing efforts can persuade custs
- 3. Moment of Purchase
- Service Drama Theory
- Emotions and Moods
- Control Theory
- Systematic vs Non-Systematic Eval.
- 4. Post-purchase Experience
- Customer Satisfaction & Bonding
- Cust satisfaction top drivers: -Website design - Interaction - Reliability Cust dissatisfaction top drivers: - fulfillment/reliability - website design
- DIscomfirmation
- Affective
- Cognitive
- Cust Expectations and Attribution
- Loyalty
- Depends on: search and setup costs, availability of alt provider, perceived risk
- i. less risk/stress, service quality increase, ownership, consistency
- Customer Satisfaction & Bonding
- Trigger
- Trigger = Problem Recognition
- 1. Initial Consideration Set
- Hofstede's Cultural Dimension Theory
- 1. individualism/collectivism
- Self-reliance (Western) vs putting group needs before your own (Asia)
- 2. uncertainty avoidance
- high uncertainty.a = risk should be avoided: Japan
- low uncertainty.a = risk is necessary: USA
- 3. Power distance
- low p.d = power fairly equally distributed (West)
- high p.d. = power centralised at top (Asia)
- older people have huge respect, high p.d. can prevent the provider-cust loyal relationships
- 4. Masculinity/femininity
- Mascul., personal achievement (NZ)
- Feminin., caring for others, nurture (Thailand)
- Feminin. Valuing long term relationships
- 1. individualism/collectivism
- 5. Engagement
- 6. Loyalty
- Understanding Consumer Behaviour
- Service consumption
- Need arousal
- Info search
- Evaluating alt.
- search attributes
- experience attributes
- credence attributes
- Perceived risk
- functional (West), financial (West), temporal, psychological, social (East), sensory
- Risk is enhanced where:
- Intangibility is high
- Service is new
- Service is complex
- Custs are inexperienced
- Brands are not standardised
- Service success is critical to cust
- WOM can overcome risk
- Cust contact can be low - high
- Cust satisfaction
- Positive disconfirmation
- Confirmation
- EXPECTATIONS
- Negative disconformation
- Mood States: -ive or +ive
- Role and script theory
- uniform periformance
- mindless?
- Control Theory
- Behavioural control
- Cognitive control
- Service setting needs
- Respect: or face: is relationship between people and or groups correct
- Esteem
- Fairness: distributional and procedural
- Service consumption
Product
- Core, expected service, augmented service
- Core, supplementary service, delivery
- Supplementary services
- Facilitating: info, order-taking, billing and payment
- Supporting: consultation, hospitality, safe keeping, exceptions
- Service Redesign
- 1. Self service
- 2. Direct service (service to cust)
- 3. Pre-service
- 4. Bundled service
- 5. Physical service
- Service process redesign
- 1. differentiation, 2. synergy, 3. cust involvement, 4. frontline role
Place
- Info processes
- Physical processes
- Service delivery: flexibility, locational contraints, work hours?
- cust goes to service org: high risk/complex services
- service org goes to cust: high risk/complex services
- Cust and service org transact remotely: custs know tech, and or are experienced
- Considerations of international mark.
- People processing
- Possession processing
- Info-based
- Blueprinting, should include:
- time dimensions, identify errors, rules for variation from processes
- identifies: key activities, front and backstage staff, staff to cust interaction, fail points
- Purpose of service environ.
- shape cust behaviours
- convey firm image
- value prop.
- enhance service quality&productivity
- Cust feelings are a key driver of their response
- Russel model of affect
- Sleepy or arousing
- Unpleasant or pleasant
- Mehrabian-Russel model of environ responses
- environ stimuli --> (affect: pleasure & arousal) --> response, approach/avoidance, cognitive process
- Dimensions of service environ.
- ambient conditions
- spatial layout
- signs, symbols and artefacts
- Other custs
- Russel model of affect
Price
- Objectives
- revenue and profit : cover costs, seek profit
- patronage and user base-related objectives: build demand or user base
- non-monetary pricing objectives: ensure fairness, express org principles
- Foundations of pricing strategy
- cost-based pricing: AC
- competitor-based pricing: price leadership or differentiation
- consumer value-based pricing: cost vs value
- Revenue (yield) mgmt - appropriate with conditions...
- capacities fixed and perishable
- diff market segments exist
- service is sold in advance
- variable and uncertain demand
- low marginal sales vcost, high marginal production cost
- Price elasticity = %change demand/ %change price
- Objectives
Promotion
- 1. challenges of intangibility
- Tangible cues.g. testimonials
- use metaphors e.g. colours
- feature service employees
- 2. challenges of managing promises and expectations
- 3. educating custs
- 4. mgmt internal mark comm.
- Message
- Internal message
- production channels
- mark. channels
- frontline staff, self service points, adverts, PR, sales, personal selling to AUDIENCE
- external message
- WOM, blogs, Twitter, media etc to AUDIENCE
- Internal message
- 1. challenges of intangibility
People
- Staff have knowledge of types of custs
- Staff know processes: how and why
- staff become a rep of the org
- lowest paid are front-line staff when they have huge influence on cust satisfaction
- a cust orientation can be a competitive advantage
- Cust complaining types
- Passives
- Voicers
- Irates
- Activists
- Influences of cust complaints
- lvl of dissatisfaction
- importance of service to cust
- cost/benefit of complaining
- resouces to make complaint
- attribution of issue
- demographic
- Service Recovery Paradox
- Service recovery
- Justice considerations
- interactional (staff)
- distributive (outcome)
- Thailand/Asia custs (think)
- firm should start recovery regardless of complaint
- apology by senior staff
- cust kept in loop about recovery progress
- tend to blame external factors
- explanation by firm
- S.R. process
- top mgmt commitment
- cmplaints as opp
- training & empowerment
- ownership of complaint
- Service recovery tactics
- learn from previous failures
- Justice considerations
Processes
- Help custs 'feel' in control - cognitive control
- interdependence between firm departments
- ...to address service failure
- ....to minimise service failure
- service failure is painful for cust and staff
- Defining productive capacity
- physical capacities for custs and goods
- equipment to process delivery
- number and expertise of staff
- Stretching capacity: train seats full, people stand
- Reduce delivery time: eg set menus at busy periods
- Adjusting capacity to match demand
- Schedule downtime e.g. maintenance during low demand times
- multiskilled staff
- use part time staff
- self service
- custs share e.g. tables
- create flexible capacity
- rent/share extra facilities/equipment
- Understand demand by segment
- Strategies for mgmt of demand
- leave demand to find own lvls
- reduce demand in peak periods
- increase demand in low periods
- inventory demand until capacity becomes availalbe e.g. bookings or queues
- When demand > supply: alloacte existing capacity to most profitable cust segment
- When supply > demand: price/product discrimination e.g. add services, lower prices
- Strategies for mgmt of demand
Physical Evidence
- uniform
- promo materials
- seating or music in servicescape
Provider
- customisation, labour intensity and personnel
Differences with services to goods
- Inventories
- Intangibility
- Visualising Services
- Co-production
- People are part of product
- Inputs vary more widely
- Non-physical Distribution
- Importance of time factor
- Classifying Services
- Degree of intangibility
- Whether the cust or a possession is the recipient
- Service delivery - place
- Level of customisation
- Strength of cust relationships
- Discrete or continuous
- High vs low contact
- CLASSIFYING SERVICE PROCESSES
Issues and developments in services
- growth through: attract new custs, exisiting custs buy more, reduce turnover, regain lost custs, terminate unprofitable relationships
- Creating value: loyalty important because... can sell them other services, reduced costs, increased purchase rate, + WOM, higher costs to aquire new custs, BUT loyal custs are more knowledgable and price sensitive
- Segment of relational markets: diamond of loyalty
- Loyal
- Multibranders
- Switchers
- Habituals
- Switchers
- Multibranders
- Ea type of cust has different: involvement, share of cust spend and purchase repertoire
- Loyal
Informationen
- Beschreibung
- Marketing Mindmap am Services Marketing, erstellt von Claudia O am 30/05/2018.
- Erstellt von
- Claudia O · Mai 2018
- Aktualisiert
- 13 Jun 2018
- Aufrufe
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