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chapter 12 managing services
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- 1services-activities, deeds or other basic intangibles offered for sale. responsible for 70% of canadas total economy
- 2pure-good service-implies that the consumer obtains benefits from the good alone without any added value from a service
- 3pure service-assumes there is no "goods" element to the service
- 44 unique elements to services (4 I's)-intangibility, inconsistency, inseperability, inventory
- 54 unique elements to services intangibility-services cannot be touched, held, or seen before purchase decision
- 64 unique elements to services inconsistency-developing, pricing, promoting, and delivering services is challenging bc the quality of service in inconsistent
- 74 unique elements to services inseparability-2 dimensions, 1) inseparable of production and consumption
2)consumer cant separate deliverer of the service from service itself - 84 unique elements to services inventory-problems exist because items are perishable and because there are costs associated with handling
- 9idle-production capacity-occurs when the service provider is available but there is no demand. cost comes from paying the person used to provide the service
- 10service continuum-tangible vs intangible goods
tangible-product dominated offering
intangible -service dominated offering - 11customer contact audit-better understand service purchase process a flow chart of the points of interactions between consumer and service provider. AKA contact points, touch points or service encounter elements
- 12service evaluation How? - expectation vs reality gap analysis-difference between consumer expectations and reality are often identified with it. asks consumers to assess their expectations and how they actually feel about it. improve service quality, often leads to a returning customer. service quality as cornerstone for customer service management
- 13seven P's product-having a good brand and a quality recognizable will often set brands ahead of competitors in consumers minds
- 14seven P's price-aka charges, fees, rates, tuition. price can be a quality indicator. consumers often consider non monetary costs like effort(mental/physical) they have to put in to use the product
- 15seven P's place(distribution)-multiple store locations
- 16seven P's promotion-show benefits to consumers. service companies rely heavily on public relations. SOCIAL MEDIA
- 17seven P's people-service is often judged by consumers via the people who deliver the service. shitty customer relations = shitty service
- 18seven P's people internal marketing-based on notion that in order for a service customer well, must treat employees like valued customer. be employee orientated to be consumer oriented
- 19seven P's physical evidence-appearance of environment - clean resturant (all tangibles) AKA impression management or evidence management
- 20seven P's process-actual procedure, mechanisms and flow of activities by which the service is created and delievered. "how" and "what" get created
- 21seven P's process capacity management-making capacity as productive as possible without comprising quality
- 22service organizations must manage availability of the offering so that:1) demand matches capacity over duration of the demand cycle
2)the organization assests are used in ways that will maximize the return on investment - 23off-peak pricing- consists of charging different prices during different times of the day of days of the week to reflect variations in demand for the service ex-matinee movie are cheaper
- 24service sweethearting-giving unauthorized free products/services to customers
-as a result of service firms trying to be unique, consumers are seeing services as "virtually identical"
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- marketing Fichas sobre chapter 12 managing services, creado por nathan fulcher el 07/11/2018.
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- nathan fulcher
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