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Chapter Questions • How do we define and classify services and how do they differ from goods? • How do we market services? • How can we improve service quality? • How do | Designing and Managing Services Marketing Management, 13th ed 13 Chapter Questions How do we define and classify services and how do they differ from goods? How do we market services? How can we improve service quality? How do services marketers create strong brands? How can goods marketers improve customer support services? What is a Service? A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product. Service Sectors Government Private nonprofit Business Manufacturing Retail Categories of Service Mix Pure tangible good Good with accompanying services Hybrid Service with accompany goods Pure service Service Distinctions Equipment-based or people-based Service processes Client’s presence required or not Personal needs or business needs Objectives and ownership Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability Physical Evidence and Presentation Place People Equipment Communication material Symbols Price How to Increase Quality Control Invest in good hiring and training procedures Standardize the service-performance process Monitor customer satisfaction Matching Demand and Supply Demand side Differential pricing Nonpeak demand Complementary services Reservation systems Supply side Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion Improving Service Quality Listening Reliability Basic service Service design Recovery Surprising customers Fair play Teamwork Employee research Servant leadership Solutions to Customer Failures Redesign processes and redefine customer roles to simplify service encounters Incorporate the right technology to aid employees and customers Create high-performance customers by enhancing their role clarity, motivation, and ability Encourage customer citizenship where customers help . | Designing and Managing Services Marketing Management, 13th ed 13 Chapter Questions How do we define and classify services and how do they differ from goods? How do we market services? How can we improve service quality? How do services marketers create strong brands? How can goods marketers improve customer support services? What is a Service? A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product. Service Sectors Government Private nonprofit Business Manufacturing Retail Categories of Service Mix Pure tangible good Good with accompanying services Hybrid Service with accompany goods Pure service Service Distinctions Equipment-based or people-based Service processes Client’s presence required or not Personal needs or business needs Objectives and ownership Distinctive Characteristics of Services Intangibility Inseparability .
