Upload
angelina-brown
View
226
Download
0
Tags:
Embed Size (px)
Citation preview
13-1
CHAPTER
SERVICES: THE INTANGIBLE PRODUCT
13
13-2
L E A R N I N G O B J E C T I V E S
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
13-3
Services Marketing Differs from Product Marketing
Factors
differentiating
services
from goods
Inseparable
Heterogeneous
Perishable
Intangible
13-4
Intangible
Requires using cues to aid customers
Atmosphere is important to convey value
Images are used to convey benefit of value
©Mark Richards/PhotoEdit.
13-5
Inseparable Production and Consumption
Production and consumption are simultaneous
Little opportunity to test a service before use
Lower risk by offering guarantees or warranties http://www.youtube.com/watch?v=Set-r53xvBI
13-6
Heterogeneous
Technology
Training
AutomationCourtesy Geek Housecalls, Inc.
13-7
Perishable
How are each of these perishable services?
John Foxx/Getty Images PhotoLink/Getty Images Courtesy Geek Housecalls, Inc.
13-8
CHECK YOURSELF
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?
13-9
The Knowledge Gap: Understanding Customer Expectations
Marketing research:
understanding customers
Evaluating service quality
Understanding customer
expectations
The Knowledge Gap
13-10
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
13-11
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
13-12
The Standards Gap: Setting Service Standards
Developing systems to ensure high-quality service
Setting standards for quality
Roy
alty
-Fre
e/C
OR
BIS
13-13
The Delivery Gap: Delivering Service Quality
Reduce delivery
gaps
Empowering employees
Provide support & incentives
Use of technology
13-14
The Communications Gap: Communicating the Service Promise
Manage customer expectations
Promise only what you can deliver
Communicate service expectations
J.D. Power & Associate
Getty Images
13-15
CHECK YOURSELF
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.
13-16
Service Recovery
Increase Service
Recovery
Listen to the customer
Resolve problems quickly
Provide a fair solution
13-17
CHECK YOURSELF
1. Why is service recovery so important to companies?
2. What can companies do to recover from a service failure?