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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,二级,三级,四级,五级,2019年12月11日星期三4时19分28秒,#,ServicesMarketingChapter11,TheGoods-ServicesContinuum,CharacteristicsofServiceProducts,DeterminantsofServiceQuality,Service Marketing,Pure,Service,Categories of ServiceMix,Tangible,Good,w/,Services,Major,Service,w/Goods,Hybrid,Pure,Tangible,Good,SEARCHQUALITITESOFGOODSANDSERVICES,Serviceshave fewer,searchcharacteristics,than goods.,Searchquality,:acharacteristics thatcan be easilyassessedbeforepurchase,Differencesbetween Services andGoods,Serviceshave,more experiencecharacteristics,than goods.,Experience quality:,a characteristic thatcan be assessed onlyafteruse,Differencesbetween Services andGoods,Serviceshave more,credencequalities,than goods,Credencequality,:acharacteristicthatconsumersmay havedifficultyassessingevenafterpurchasebecause theydonot havethe necessaryknowledgeorexperience,Characteristic,Clientrelationship,Perishability,Services,Servicesofteninvolve an ongoingpersonalrelationship.,Intangibility,CharacteristicsthatDistinguishServicesfrom Goods,Slide,11-1a,Table,11.1,Goods,Goodsofteninvolve an impersonal,short-termrelationship,althoughrelationshipstrengthand duration areincreasing.,Goodscanbeplaced in inventoryforuse at anothertime.,Servicescanbeusedonly at thetime theyare offered.,Thecustomerownsonly memories or outcomes,such as greaterknowledge or styledhair.,The customer owns objectsthatcanbe used,resold,orgivento others.,Characteristic,Inseparability,Customereffort,Services,Services oftencannot beseparatedfromthe personprovidingthem.,Uniformity,Slide,11-1b,Table,11.1,Goods,Goodstypicallyareproduced and sold bydifferentpeople.,Customersinvolvement may belimited tobuying completed productandusingit.,Customer can bemoreinvolvedin production of services.,Because ofinseparabilityandhighinvolvement,each servicemaybe unique,withthequality likelyto vary.,Variationsin quality andvariancefromstandardscan be corrected before customers purchase products.,CharacteristicsthatDistinguish Services from Goods,MarketingImplications:Intangibility,1.,REDUCE SERVICECOMPLEXITY,2.STRESSTANGIBLECUES,3.MAKINGCOMMUNICATIONSMOREVIVID,4.FOCUSON SERVICEQUALITY,MarketingImplications:Inseparability,Focuson personal attention,Moreemphasis on distributingthe service inthe rightway,Training,MarketingImplications:Inconsistency,Pay closeattentionto recruitment,selection,placement andtrainingof personnel,Monitorqualitythroughsurveys,Stress standardization and performance consistency,Marketing Implications:Perishability,Marketing Implications:Perishability,Hiring part-timeemployees,Employing peak-timeefficiency practices,Increasingconsumerparticipation,Sharingorrentingfacilities,Cross-trainingofemployees,SERVICEQUALITY,Whycareaboutservicequality?,Poorqualityputsfirmsatcompetitivedisadvantage,Valueaddedservicesmaybeonlywaytogaincompetitiveadvantage,Goodservicequalitymayprovideshelterfrompricecompetition,Satisfiedcustomersarevaluable,lostcustomersareexpensive,Dimensionsofservicequality,ExamplesofquestionsDimensionandDefinitionStockBrokerageCustomersMightask,Reliability:,Ability toperform the promisedDoes thestockbroker followexactinstructionsservice dependably and accuratelytobuyor sell?,Tangibles:,Appearanceof physical facilities,Is the monthlyreport easy toreadandequipment,personnel,andunderstand?communication materials,Responsiveness:,Willingness tohelpcustomersIs mystockbroker willingto answermyand provideprompt servicequestions?,Assurance:,Knowledgeand courtesy ofDoesmy brokerrefrain from actingbusyoremployees and their ability tobeingrudewhenI ask questions?conveytrustandconfidence,Empathy,:Caring,individualizedDoesmy brokertry to determine what myattentionprovided customersspecific financial objectives are?,Implications ofQ=P-E Model,PE,Delight consumer,PE,Consumer lost,P=E,Consumer gets,what,is expected:,Vulnerableto,competition,Service performance,Whenthings gowrong:PE,Rethink relationship,tell friends,Lookat serviceproviders reaction:,No explanationand no change in behavior:WORST,Correctiveaction withoutexplanation:OK,explanation andcorrective action:BEST,ThreeTypes ofMarketingin ServiceIndustries,Internal,marketing,Company,Customers,External,marketing,Employees,Interactive,marketing,Cleaning/,maintenance,services,Financial/,banking,services,Restaurant,industry,Service Differentiation,Offer,Delivery,Image,The Service Marketing Mix,Place,People,Product,Promotion,Price,谢 谢,10,月,月-2218:43:2718:4318:4310,月,月-2210,月,月-2218:43,18:4318:43:2710月-2210月-2218:43:27,2022/10/27 18:43:27,演讲完,毕,毕，谢,谢,谢观看,！,！,
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