1. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan SM2 Service Goals: The Use of Metaphors The Uses and Limitations of Metaphors in Marketing and Management The Factory Metaphor: Service as a System Using Structural Models to Aid Understanding Theatre/Drama Metaphor: Service as a Performance

2. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan The Uses and Limitations of Metaphors in Marketing and Management Uses –Develop new Perspectives –Clarify Areas of Uncertainty –Direct Employees Behaviour in Particular ways Limitations –Overuse, with assumption of particular goal –Metaphor as a purely literary device

3. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan The Factory Metaphor Many service operations are literally factories in the field, which customers enter when they need a service. Since the completed service is often consumed as it is produced, there may be direct contact between production (operations) and customers From C. Lovelock, Managing Services Marketing, Operations and Human resources (1992)

4. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan The Factory Metaphor: Service as a System Use of the Factory Metaphor –The Service Delivery concept –Part of the Services Marketing System –Very useful structural model of services –However, relates to interpersonal service encounters only

5. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan The Services Marketing System Made up of three overlapping systems –Service Delivery System –Service Operations System –Service Marketing System From Lovelock, op. cit. From Lovelock, op. cit.

6. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan Service Delivery System (veterinary practice)

7. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan Service Delivery System Comprises –Contact Personnel –Interior/Exterior Physical Surroundings + Equipment –Other Customers

8. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan Service Operations System (veterinary practice)

9. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan Service Operations System Comprises –Contact Personnel –Interior/Exterior Physical Surroundings + Equipment –Activities, normally carried out out of sight of the customer, that contribute to service efficiencies Note the overlap with service delivery system

10. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan Service Marketing System (veterinary practice)

11. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan Service Marketing System Comprises –Service Delivery System –Other Customer Contacts with Service Provider

12. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan The Services Marketing System After the lecture, draw the complete services marketing system for a veterinary practice, following the guidelines shown in the set text, p. 41

13. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan The Services Marketing System The services marketing system is a useful structural framework that: –ensures a customer focus –highlights the inseparability of production and consumption –provides a focus for managing services (e.g., operational efficiency v. marketing effectiveness)

14. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan Using the Structural Models to Aid Understanding Controlling customer involvement Attention to contact personnel Multiple points of contact Timing of consumption Limitations on growth

15. Web support material for Services Marketing, Second Edition © Steve Baron and Kim Harris 2003, published by Palgrave Macmillan Theatre/Drama Metaphor Lessons from the theatre Customer roles See section on Service Design