Flashcards
Services Marketing
Cards in this deck (11)
- 1Circular Model Steps1. Initial consideration set
2. Active evaluation
3. Moment of purchase
4. Post-purchase experience - 2Hofstede's 4 dimensions of cultural theory1. Power distance
2. Uncertainty avoidance
3. Individualism/collectivism
4. Masculinity/femininity - 3Risk types (6)1. Functional
2. Financial
3. Temporal
4. Psychological
5. Social
6. Sensory - 4Characteristics of Services (4)1. Intangibility
2. Inseparability
3. Variability
4. Perishibility - 5Implication: 'most services cannot be inventoried'Customers may be turned away or have to wait
- 6Implication: service intangibilityCustomers cannot evaluate services with their senses, thereby services cannot easily differentiate
- 7Implication: 'services are difficult to visualise'Customers perceive greater risk
- 8Implications (2): 'Customers are co-producers'Customers performance in the service can affect productivity and also their own satisfaction
- 9Implication: inputs are more variable than those for productsHarder to make output consistent
- 10Implication: time factor important in service deliveryCustomers want services at locations and times that are convenient
- 11Implication: Distribution can go through non-physical channelsThe internet and phones can help deliver services at convenient times
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- Flashcards on Services Marketing, created by Claudia O on 04/06/2018.
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- Claudia O
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