文档介绍：Chapter 14
Designing and
Objectives
Service Definitions & Classifications
How Services Differ Goods
Improving Service Differentiation, Quality, & Productivity
Improving Customer Support Services
Categories of Service Mix
Pure
Service
Tangible
Good
w/
Services
Major
Service
w/ Goods
Hybrid
Pure
Tangible
Good
Services
Inseparability
Services cannot
be separated
from their
providers
Perishability
Services cannot
be stored for
later sale or use
Intangibility
Services cannot
be seen, tasted,
felt, heard, or
smelled before
purchase
Variability
Quality of
services depends
on who provides
them and when,
where, and how
Four Service Characteristics
Services
Inseparability
Increase
productivity of
providers
Perishability
Match supply
and demand
Intangibility
Use cues to
make it tangible
Variability
Standardize
service
production
& delivery
ing Service Challenges
Three Types of Marketing in Service Industries
Internal
marketing
Company
Customers
External
marketing
Employees
Interactive
marketing
Cleaning/
maintenance
services
Financial/
banking
services
Restaurant
industry
Service Differentiation
Offer
Delivery
Image
Service-Quality Model
Expected service
Management perceptions
of consumer expectations
Marketer
Consumer
Gap 1
Service delivery (including
pre- and post-contacts)
Gap 3
Translation of perceptions
to service-quality specifications
Gap 2
Gap 5
Perceived service
muni-
cations to
consumers
Gap 4
Personal needs
Past experience
Word-of-munications
Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Service Excellence
Strategic Concept
Top-mitment
High Standards
Monitoring Systems
Satisfying plaints
Satisfying Both Employees & Customers
Managing Productivity