Managing Services Chapter 12. Services Intangible items for which consumers exchange something of value Intangible items for which consumers exchange.

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Presentation transcript:

Managing Services Chapter 12

Services Intangible items for which consumers exchange something of value Intangible items for which consumers exchange something of value 4x larger than goods industry 4x larger than goods industry

4 I’s of Service Intangibility Intangibility Inconsistency Inconsistency Inseparability Inseparability Inventory Inventory Idle production capacity Idle production capacity Source:

Services Continuum A range of the services-oriented and goods-oriented available in the marketplace A range of the services-oriented and goods-oriented available in the marketplace

Service Classification People delivery v. Equipment delivery People delivery v. Equipment delivery Profit v. Nonprofit Profit v. Nonprofit Government sponsored v. Non- government Sponsored Government sponsored v. Non- government Sponsored

Assessing Purchase Process and Service Quality Properties Properties Search Search Experience Experience Credence Credence Assessing Service Quality Assessing Service Quality Gap analysis Gap analysis Four factors Four factors Servicescape Servicescape Service providers Service providers Other customers Other customers Invisible organization and systems Invisible organization and systems Source:

Relationship Marketing and Services Customer Contact Audit Customer Contact Audit Marks “contact points” Marks “contact points”

Marketing Services Internal Marketing Internal Marketing Employee-focus Employee-focus Product Product Exclusivity Exclusivity Branding Branding Capacity Management Capacity Management

Marketing Services Pricing Pricing Off-peak pricing Off-peak pricing Place Place Promotion Promotion Publicity Publicity

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