Marketing Management_FS15 SERVICE AS PRODUCT Reference: Christine Nordhielm, Marta Depena-Baron, Marketing Management: The Big Picture, Wiley Global Education, 2013. Philip Kotler and Gary Armstrong, Principles of Marketing (2014, 15th edition)
Marketing Management_FS15
SERVICE AS PRODUCT
Reference: Christine Nordhielm, Marta Depena-Baron, Marketing Management: The Big Picture, Wiley Global Education, 2013. Philip Kotler and Gary Armstrong, Principles of Marketing (2014, 15th edition)
Services vs. Hard Goods
■ Intangibility: services cannot be physically touched.
■ Inventory Issues: services cannot be stored.
■ Performance Aspects: production and consumption occur simultaneously.
■ Humans and Service Delivery: Services are typically performed by humans.
Zone of Tolerance
Customers service experiences within the zone of tolerance — customer satisfaction
Source: Figure 9.3, page 253, Marketing Management: The Big Picture, Christine Nordhielm, Marta Depena-‐Baron, Wiley Global Education, 2013.
Customer Service Level
vs
Source: left, http://www.tnetnoc.com/public/ANS/Dynaflex/Images/Flights/OZ_Asiana_Interior-‐2_345x225.jpg, right, http://bnbmag.com/bbs/data/board/bnbmanagement/file_in_body/1/southwest2803.jpg
Builders Non-Builders
IKEA Effect
■ Bidding for boxes:
■ Builders (M = $0.78) > non-builders (M = $0.48)
■ Liking for boxes:
■ Builders (M=3.81) > non-builders (M=2.50)