文档介绍：服务产品策略PF
Chapter Learning Objectives
To understand the nature and importance of services
To identify the characteris organizations
Client-Based Relationships
Interactions that result in satisfied customers who use a service repeatedly over time
7
Copyright © Houghton Mifflin Company. All rights reserved.*
Characteristics of Services (cont’d)
Customer Contact
The level of interaction between the service provider and the customer necessary to deliver the service
High-contact services require the customer to be present during the production of the service.
High contact services require well-trained and motivated service personnel.
Low-contact services do not require the customer’s continuous presence while the service is carried out.
8
Copyright © Houghton Mifflin Company. All rights reserved.*
9
Copyright © Houghton Mifflin Company. All rights reserved.*
Developing and Managing Marketing Mixes for Services (cont’d)
Promotion of Services—Overcoming the Intangibility of Services
Providing tangible (symbolic) cues/images
Promoting price, guarantees, availability, personnel
Using concrete, specific language in advertising
Using personal selling and word-of-mouth advertising
Offering services on a trial basis
15
Copyright © Houghton Mifflin Company. All rights reserved.*
Developing and Managing Marketing Mixes for Services (cont’d)
Pricing of Services
Performance of specific tasks—car washing
Amount of time to complete the service—babysitting
Variable pricing based on the level of demand; high price at peak demand, lower prices when demand slackens—airline seats
Bundling of services requires decisions on unit, combination, or separate pricing—telephone services
Pricing as an indicator of quality is used when consumers have no other cues to indicate quality.
16
Copyright © Houghton Mifflin Company. All rights reserved.*
Service Quality Model
FIGURE
Source: “Service Quality Model,” adapted from A. Parasuraman, Leonard L. Berry, and Valarie A. Zeit