ServicesMarketing英文版.pptx

Services MarketingChapter 11The Goods-Services ContinuumCharacteristics of Service ProductsDeterminants of Service QualityService MarketingPurePureServiceServiceCategories of Service MixTangibleTangibleGoodGoodw/w/ServicesServicesMajorMajorServiceServicew/Goodsw/GoodsHybridHybridPurePureTangibleTangibleGoodGoodSEARCH QUALITITES OF GOODS AND SERVICESServices have fewer search characteristics than goods.Search quality:a characteristics that can be easily assessed before purchase Differences between Services and GoodsServices have more experience characteristics than goods.Experience quality:a characteristic that can be assessed only after useDifferences between Services and GoodsServices have more credence qualities than goodsCredence quality:a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experienceCharacteristicCharacteristicClientrelationshipPerishabilityServicesServicesServices often involve an ongoing personal relationship.IntangibilityCharacteristics that Distinguish Services from GoodsSlide11-1aTable11.1GoodsGoodsGoods often involve an impersonal,short-term relationship,although relationship strength and duration are increasing.Goods can be placed in inventory for use at another time.Services can be used only at the time they are offered.The customer owns only memories or outcomes,such as greater knowledge or styled hair.The customer owns objects that can be used,resold,or given to others.CharacteristicCharacteristicInseparabilityCustomereffortServicesServicesServices often cannot be separated from the person providing them.UniformitySlide11-1bTable11.1GoodsGoodsGoods typically are produced and sold by different people.Customers involvement may be limited to buying completed product and using it.Customer can be more involved in production of services.Because of inseparability and high involvement,each service may be unique,with the quality likely to vary.Variations in quality and variance from standards can be corrected before customers purchase products.Characteristics that Distinguish Services from GoodsMarketing Implications:Intangibility1.REDUCE SERVICE COMPLEXITY2.STRESS TANGIBLE CUES3.MAKING COMMUNICATIONS MORE VIVID4.FOCUS ON SERVICE QUALITYMarketing Implications:InseparabilityFocus on personal attentionMore emphasis on distributing the service in the right wayTrainingMarketing Implications:InconsistencyPay close attention to recruitment,selection,placement and training of personnelMonitor quality through surveys Stress standardization and performance consistencyMarketing Implications:PerishabilityMarketing Implications:PerishabilityHiring part-time employeesEmploying peak-time efficiency practicesIncreasing consumer participationSharing or renting facilitiesCross-training of employeesSERVICE QUALITYWhy care about service quality?Poor quality puts firms at competitive disadvantageValue added services may be only way to gain competitive advantageGood service quality may provide shelter from price competitionSatisfied customers are valuable,lost customers are expensiveDimensions of service qualityExamples of questionsDimension and Definition Stock Brokerage Customers Might askReliability:Ability to perform the promisedDoes the stockbroker follow exact instructionsservice dependably and accuratelyto buy or sell?Tangibles:Appearance of physical facilities,Is the monthly report easy to read and equipment,personnel,andunderstand?communication materialsResponsiveness:Willingness to help customersIs my stockbroker willing to answer myand provide prompt servicequestions?Assurance:Knowledge and courtesy ofDoes my broker refrain from acting busy oremployees and their ability tobeing rude when I ask questions?convey trust and confidenceEmpathy:Caring,individualizedDoes my broker try to determine what myattention provided customersspecific financial objectives are?Implications of Q=P-E ModelPEDelight consumerPEConsumer lostP=EConsumer gets what is expected:Vulnerable to competitionService performanceWhen things go wrong:PERethink relationship,tell friendsLook at service providers reaction:No explanation and no change in behavior:WORSTCorrective action without explanation:OKexplanation and corrective action:BESTThree Types of Marketingin Service IndustriesInternalmarketingCompanyCompanyCustomersCustomersExternalmarketingEmployeesEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustryService DifferentiationOfferDeliveryImageThe Service Marketing MixPlacePeopleProductPromotionPrice谢谢4月-2319:52:2019:5219:524月-234月-2319:5219:5219:52:204月-234月-2319:52:202023/4/919:52:20