Transcript
13-1© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
C H A P T E R
Services: The Intangible Product
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McGraw-Hill/Irwin Copyright © 2014 by the McGraw-Hill Companies, Inc. All rights reserved.
13-2
L E A R N I N G O B J E C T I V E S
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Describe how the marketing of services differs from the marketing of products.
Discuss the four gaps in the Service Gap Model.
Examine the five service quality dimensions.
Explain the zone of tolerance.
Identify three service recovery strategies.
Services: The Intangible Product
LO1
LO2
LO3
LO4
LO5
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Services Marketing Differs from Product Marketing
Factors differentiating services from
goods
Intangible
Heterogeneous
Perishable
Inseparable
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Intangible
Requires using cues to aid customers
Atmosphere is important to convey value
Images are used to convey benefit of value
©Mark Richards/PhotoEdit.
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Inseparable Production and Consumption
Production and consumption are simultaneous
Little opportunity to test a service before use
Lower risk by offering guarantees or warranties
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Heterogeneous
Technology
Training
AutomationCourtesy Geek Housecalls, Inc.
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Perishable
How are each of these perishable services?
John Foxx/Getty Images PhotoLink/Getty Images Courtesy Geek Housecalls, Inc.
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1. What are the four marketing elements that distinguish services from products?
2. Why can’t we separate firms into just service or just product sellers?
CHECK YOURSELF
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The Knowledge Gap: Understanding Customer Expectations
Marketing research:
understanding customers
Evaluating service quality
Understanding customer
expectations
The Knowledge Gap
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Understanding Customer Expectations
Expectations are based on knowledge and experience
Expectations vary according to type of service
Expectations vary depending on the situation
versus
Mel Curtis/Getty Images Kim Steele/Getty Images
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Evaluating Service Quality
The appearance of physical facilities, equipment, personnel, and communication materials.
TANGIBLES
The caring, individualized attention provided to customers.
EMPATHY
The knowledge of and courtesy by employees and their ability to convey trust and confidence
ASSURANCE
The willingness to help customers and provide prompt service.
RESPONSIVENESS
The ability to perform the service dependably and accurately.
RELIABILITY
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The Standards Gap: Setting Service Standards
Developing systems to ensure high-quality service
Setting standards for quality
Roy
alty
-Fre
e/C
OR
BIS
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The Delivery Gap: Delivering Service Quality
Reduce delivery
gaps
Empowering employees
Provide support & incentives
Use of technology
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The Communications Gap: Communicating the Service Promise
Manage customer expectations
Promise only what you can deliver
Communicate service expectations
J.D. Power and Associates Website
Getty Images
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1. Explain the four service gaps identified by the Gaps Model.
2. List at least two ways to overcome each of the four service gaps.
CHECK YOURSELF
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Service Recovery
Increase Service
Recovery
Listen to the customer
Resolve problems quickly
Provide a fair solution
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CHECK YOURSELF
1. Why is service recovery so important to companies?
2. What can companies do to recover from a service failure?
13-18
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The communications gap refers to the difference between the actual service provided to customers and the service that the firm’s promotion program promises.
Glossary
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
The delivery gap is the difference between the firm’s service standards and the actual service it provides to customers.
Glossary
13-20
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
The knowledge gap reflects the difference between customers’ expectations and the firm’s perception of those customer expectations.
Glossary
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
A service is any intangible offering that involves a deed, performance, or effort that cannot be physically possessed.
Glossary
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Service quality is the customers’ perceptions of how well a service meets or exceeds their expectations.
Glossary
13-23
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
The standards gap is the difference between the firm’s service standards and the actual service it provides to customers.
Glossary
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
A voice-of-customer (VOC) program collects customer inputs and integrates them into managerial decisions.
Glossary
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A zone of tolerance is the area between customers’ expectations regarding their desired service and the minimum level of acceptable service.
Glossary
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