MANAGING SERVICES C HAPTER 12. Importance of services in the U.S. gross domestic product THE UNIQUENESS OF SERVICES.

MANAGING SERVICESMANAGING SERVICES

CHAPTER 12

Importance of Importance of services in the services in the U.S. gross U.S. gross domestic domestic productproduct

THE UNIQUENESS OF SERVICES

• The Four I’s of Services• Intangibility

• Inconsistency

• Inseparability

• Inventory Idle production capacity

• The Service Continuum

THE UNIQUENESS OF SERVICES

Inventory carrying costs of servicesInventory carrying costs of services

Service continuumService continuum

• Classifying Services• Delivery by People or Equipment

• Profit or Nonprofit Organizations

• Government Sponsored or Not

THE UNIQUENESS OF SERVICES

Service ClassificationsService Classifications

• The Purchase Process Search properties Experience properties Credence properties

HOW CONSUMERS PURCHASE SERVICES

Dimensions of service qualityDimensions of service quality

• Assessing Service Quality Gap Analysis

• Customer Contact and Relationship Marketing

Customer contact audit A Customer’s Car Rental Activities Relationship marketing

HOW CONSUMERS PURCHASE SERVICES

Dimensions of service qualityDimensions of service quality

• Internal marketing

• Product (Service)• Exclusivity• Branding• Capacity Management

• Pricing Off-peak pricing

• Place (Distribution)

• Promotion

MANAGING THE MARKETING OF SERVICES