VIÐ205G - Markaðsfærlsa þjónustu

Services marketing - Integrating customer focus across the firm 4.e

**Intangibility**

 Incapable of being touched, having no physical existence

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Services cannot be inventoried. \n Services cannot be easily patented. \n Services cannot be readily displayed or communicated. \n Pricing is difficult.

**Tangibility spectrum**

A spectrum of goods and services made up of tangible and intangible elements

**Service dominant logic**

Focus on services and/or intangibles as the key interest in an exchange

**Perishability**

 Liable to perish,liable to spoil or decay. such perishable products as fruit

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It is difficult to synchronize supply and demand with services.

Services cannot be returned or resold.

**Services marketing triangle**

The company, the customers and the employees/technology. Between these three points of the triangle, three types of marketing must be successfully carried out for a service to succeed: external, interactive and internal marketing.

**Services marketing mix**

*People*: All human actors who play a part in service delivery and thus influence the buyer’s perceptions: namely, the firm’s personnel, the customer, and other customers in the service environment. 

*Physical evidence:* The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. 

*Process:* The actual procedures, mechanisms and flow of activities by which the service is delivered - the service delivery and operating systems.

**Heterogeneity**

The quality or state of consisting of dissimilar or diverse elements

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Service delivery and customer satisfaction depend on employee and customer actions.

Service quality depends on many uncontrollable factors.

There is no sure knowledge that the service delivered matches what was planned and promoted.

**Inseparability**

Incapable of being separated, parted, or disjoined

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Customers participate in and affect the transaction.

Customers affect each other.

Employees affect the service outcome.

Decentralization may be essential.

Mass production is difficult.

*Service industries and companies*

Include those industries and companies typically classified within the service sector where the core product is a service. (Hotels, airlines,financial services, healthcare).

*Service as a product*

Represents a wide range of intangible product offerings that customers value and pay for in the marketplace. Service products are sold by service companies and by non service companies such as manufacturers and technology companies. (IBM, HP,department stores that sell gift wrapping, pet grooming at PetSmart).

*Customer service*

Also a critical aspect of what we mean by “service.” The service provided in support of a company’s core products.

*Derived service*

Steve Vargo and Bob Lusch argue for a logic for marketing that suggests that all products and physical goods are valued for the services they provide. They suggest the value derived from physical goods is really the service provided by the good, not the good itself.

Challenges for services

Defining and improving quality.

Designing and testing new services.

Communicating and maintaining a consistent image.

Accommodating fluctuating demand.

Motivating and sustaining employee commitment.

Coordinating marketing, operations and human resource efforts.

Setting prices.

Finding a balance between standardization versus personalization.

Ensuring the delivery of consistent quality.

The 7 P’s

Product

Price

Place

Promotion

People

Physical evidence

Process

Framkvæmdargap 1

**Þekkjum ekki væntingar viðskiptavina:**
• *Ófullnægjandi rannsóknir
• Ófullnægjandi notkun rannsókna*
Miðlun þeirra
Samskipti stjórnenda og viðskiptavina
Lítil tengsl milli framlínu og stjórnenda
• *Slök áhersla á tengsl við viðskiptavini*
Léleg greining markhópa
Slök áhersla á viðskiptatengsl
Áhersla á nýja viðskiptavini á kostnað þeirra sem eru fyrir

Framkvæmdargap 2

**Staðlar gæðaþjónustu ekki réttir:**
• Slæm hönnun þjónustu t.d óljós eða vantar fókus
• Vöntun á viðskiptamiðuðum stöðlum t.d. skýrum markmiðum
• Ófullnægjandi umgjörð og þjónustuvettvangur

Framkvæmdargap 3

**Þjónustan ekki rétt framkvæmd:**
• Mannauðsstjórnun ófullnægjandi
• Viðskiptavinurinn þekkir ekki sitt hlutverk
• Milliliðir flækja málin
• Framboð og eftirspurn fer ekki saman
• Slök viðbrögð ef eitthvað fer úr lagi

Framkvæmdargap 4

**Frammistaðan ekki í samræmi við loforð:**

• Ófullnægjandi samþætting allra markaðsaðgerða (leiða)

• External, interactive, internal 

• Slæm stjórnun væntinga

• Loforðin yfirgengileg t.d í auglýsingum

• Ómarkviss lárétt samskipti t.d. á milli markaðsfólks og framlínu

GAP líkan

Framkvæmdargap 1-4