be separated from their providers
Perishability Services cannot
be stored for later sale or use
Intangibility Use cues to make it tangible
Variability Standardize
Company
Internal marketing
External marketing
Cleaning/ maintenance
services
Employees
Financial/ banking Restaurant services industry
Interactive marketing
Customers
Categories of Service Mix
Pure Tangible
Good
Tangible Good w/
Services
Hybrid
Major Pure Service Service w/ Goods
Intangibility Services cannot be seen, tasted,
Review
Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services
14
C. Low priority
D. Possible overkill
Slightly important # = Attributes
Complaint Resolution
Hiring Criteria & Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types & Sources of Complaints
Importance-Performance
Analysis
Extremely important
A. Concentrate here
12 9
B. Keep u7
6
8
10
Fair performance Excellent performance
11 12
13
Objectives
Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services
felt, heard, or smelled before
purchase
Variability Quality of services depends on who provides them and when, where, and how
Services
Inseparability Services cannot
Perceived service
Marketer
Gap 1
Service delivery (including
External
pre- and post-contacts)
Gap 4
communications to
Gap 3
consumers
Translation of perceptions
to service-quality specifications
Gap 2
Management perceptions of consumer expectations
Determinants of Service Quality
Reliability Responsiveness Assurance Empathy Tangibles
Service Differentiation
Offer Delivery Image
Service-Quality Model
Word-of-mouth communications
Personal needs
Past experience
Consumer
Expected service
Gap 5
Service Excellence
Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees & Customers Managing Productivity
service production & delivery
Services
Inseparability Increase
productivity of providers
Perishability Match supply and demand
Three Types of Marketing in Service Industries