Fichas
Services
Fichas del conjunto (10)
- 1characteristics of servicesintangible
inseperable
perishable
heterogenaity - 25 things to look at when evaluating quality of servicereliability
responsiveness
empathy
assurance
tangibles - 33 types of servicescape-self-service (customer performs most activities, few employees involved)
-Interpersonal service (both customer and employee must be present)
-remote service (little or no customer involvement with servicescape) - 46 roles of servicescape-similar to 'package'
-can serve as a 'facilitator' aiding performance of persons in enviro
-design aids in 'socialisation' of employees and customers,
-'differentiates' a firm from competitort
-changes in enviro can be used to 'reposition'
-in shopping malls 'signage, colour, display' targets diff segments - 5the services marketing triangle
- 6benefits of empowering employees in servicesquicker responses
employee feel more responsible
employee interact more enthusiasm
good source of ideas
positive word-of-mouth from customers - 7drawbacks of empowering employees in servicesgreater investment in selection/training
higher labor costs
slower, inconsistent delivery
may violate customer perceptions fair play
"giving away the store" (making bad decisions) - 8how do you make services work?
- 9marketing mix of servicesproduct, price, place, promotion, PEOPLE, PHYSICAL EVIDENCE, PROCESS
- 10How can you achieve operational efficiency?streamlining and cost-cutting
create strategic alliances
enhance employee culture
Información
- Descripción
- Masters Degree (Strategic) Marketing Fichas sobre Services, creado por Madeline Briscoe el 28/12/2015.
- Creado por
- Madeline Briscoe
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