Thẻ ghi nhớ: CHAPTER 13 - SERVICES: THE INTANGIBLE PRODUCT | Quizlet

services marketing

the process of planning, delivering, and then improving the individual service acts and performances that create memorable experiences when satisfying a buyer's needs.

product

physical goods, ideas, or service

service

any intangible offering that involves a deed, performance, or effort that cannot be physically possessed; intangible customer benefits that are produced by people or machines and cannot be separated from the producer

customer service

the ability of logistics management to satisfy users in terms of time, dependability, communication, and convenience

Service Product Continuum

From Service dominant (doctor) to Product dominant (grocery store)

Most offerings lie somewhere in the middle

- Product is cheaper in other countries

- High value placed on convenience and leisure

- Services become more specialized

- Developed economies are increasingly service-oriented economies

what is the economic importance of service offerings?

- intangible

- heterogeneous

- perishable

- inseparable

what factors differentiate services from goods?

intangible

a characteristic of a service; it cannot be touched, tasted, or seen like a pure product can

- Cannot be seen, touched, tasted, felt, stored

- Requires using cues to make more tangible

inseparable

a characteristic of a service: it is produced and consumed at the same time

- Cannot inspect out defects ahead of time

- Little opportunity for a customer to test out a service before use

- Lower risk by offering guarantees or warranties

how are production and consumption simultaneous?

heterogeneity

as it refers to the differences between the marketing of products and services, the delivery of services is more variable

perishable

a characteristic of a service: it cannot be stored for use in the future

- Services cannot be produced ahead of time and stored

- If not consumed, revenue potential is lost

- Must carefully manage supply and demand

service gaps model

a managerial tool designed to encourage the systematic examination of all aspects of the service delivery process and prescribe the steps needed to develop an optimal service strategy

knowledge gap

reflects the difference between customer's expectations and the firm's perception of those expectations

- customer expectations for service quality → management perceptions of customer expectations

- Use research to understand consumers' needs

- Do not assume customers are happy

standards gap

pertains to the difference between the firm's perceptions of customers' expectations and the service standards it sets

- management perceptions of customer expectations → standards specifying service to be delivered

- Established policies, performance standards

- Based upon consumer needs

- Educate employees

delivery gap

the difference between the firm's service standards and the actual service it provides to customers

- standards specifying service to be delivered → actual service delivered

- Employees do not perform correctly

- Hire well, train, monitor, and reward

communication gap

refers to the difference between the actual service provided to customers and the service that the firm's promotion program promises

- actual service delivered → service provider communications about service quality

- Commercials, comments from salespeople

- Must reflect actual service

1. Reliability

2. Responsiveness

3. Assurance

4. Empathy

5. Tangibles

what are the 5 dimensions of quality?

reliability

The ability to perform the service dependably and accurately

- Performed correctly

responsiveness

The willingness to help customers and provide prompt service

- Performed on time

assurance

The ability of employees to convey trust and confidence

- Performed "like you know what you are doing"

empathy

The caring, individualized attention provided to customers

- Performed with caring

tangibles

The appearance of physical facilities, equipment, personnel, and communication materials

- Performed in a nice environment

1. product

2. price

3. place

4. promotion

5. personnel

6. process

7. presentation

what are the expanded 4 Ps of marketing?

place

Generally, no intermediaries

- Convenience is important

product

Emphasize the service process

- Build a brand image

promotion

Focus on making services seem more tangible

price

Prices are harder to set and justify

- Use price to adjust demand to supply

process

describes the actions require to get the good or service to the customer

personnel

In person-to-person transactions, more important for services than for goods

presentation

Can have an impact on consumers' judgments of the service quality

- Provide a fair solution

- Resolve problems quickly

- Listen to the customer

how do you increase service recovery?