Service Marketing class notes

Page 1

10.04.2018.

-- 1. digital in service area

--2. data - youc an actually visualize and create a word cloud

--3. use a lot of content in online reviews and onversion rates --

4. writing: what is the best way to write a narrative -- text mind approach

in markeitng, old ways and research techniques are mostly outdated; today we look at photos, word cues, combine it with different sciences to look into the issue

What is a service?

- amazon - provides platform, provides algorithm, delivery and marketplace

-ranges from very tangible to intangible

- many companies tend to servicetize = adviertize their services

-the intangible content of the entire service model

-time-perishable = loses its value in an instant, eg airlines who lose money with each em[ty sea

Service sector is dominant; relevant for employmentm

Clark-Fisher hypothesis

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11.04.2018

Service experience - according to the model developed in 1990s, service experience s the core of expereience

Implicit service - parking lot, refreshments, ...

Explicit service - cash register, service in store ,etc etc

It is possible due to the 3 types of resources:

-facilitating good - material used to support experience

-Supporting facility - place, venue

SERVUCTION system

the core of service organziation

old modlel, people still a front image, this is still being true

tangible elements, offices, they are reducing

LIWC (Linguistic INquiry bablabal) which distinguish words and their meanings

Page 3

gAP MODEL

Gap 5 - exp vs perceived service

disconformation bias - if you get more, it's good, and if you get less, it's bad

satisfaction as a concept is before service quality

it is an emotional components, was devel in intial products and goods

customer satisfaction is one-dimentional, measured by certain parameters

Perceived servqual: tangibles + Reliability + Responsiveness + assurance + empathy

Nordic school makes a diff between technical outcome and functional process = (Reliability + Responsiveness + assurance + empathy )

Predictive expectations vs normative expecctations