TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 13: Services: the intangible product

Chapter 13 - Services: the intangible product. In this chapter you will learn: Describe how the marketing of services differs from the marketing of products, discuss the four gaps in the service gap model, examine the five service quality dimensions, explain the zone of tolerance, identify three service recovery strategies. | SERVICES: THE INTANGIBLE PRODUCT 13 1 Describe how the marketing of services differs from the marketing of products. Discuss the four gaps in the Service Gap Model. Examine the five service quality dimensions. Explain the zone of tolerance. Identify three service recovery strategies. Services: The Intangible Product LO1 LO2 LO3 LO4 LO5 2 Services Marketing Differs from Product Marketing 3 Intangible Requires using cues to aid customers Atmosphere is important to convey value Images are used to convey benefit of value ©Mark Richards/PhotoEdit. 4 Inseparable Production and Consumption Production and consumption are simultaneous Little opportunity to test a service before use Lower risk by offering guarantees or warranties 5 Heterogeneous Courtesy Geek Housecalls, Inc. 6 Perishable How are each of these perishable services? John Foxx/Getty Images PhotoLink/Getty Images Courtesy Geek Housecalls, Inc. 7 CHECK YOURSELF What are the four marketing elements that distinguish services from products? Why can’t we separate firms into just service or just product sellers? 8 The Knowledge Gap: Understanding Customer Expectations The Knowledge Gap 9 Understanding Customer Expectations versus Mel Curtis/Getty Images Kim Steele/Getty Images 10 Evaluating Service Quality The appearance of physical facilities, equipment, personnel, and communication materials. TANGIBLES The caring, individualized attention provided to customers. EMPATHY The knowledge of and courtesy by employees and their ability to convey trust and confidence ASSURANCE The willingness to help customers and provide prompt service. RESPONSIVENESS The ability to perform the service dependably and accurately. RELIABILITY 11 The Standards Gap: Setting Service Standards Developing systems to ensure high-quality service Setting standards for quality Royalty-Free/CORBIS 12 The Delivery Gap: Delivering Service Quality 13 The Communications Gap: Communicating the Service Promise . Power & Associate Getty Images 14 CHECK YOURSELF Explain the four service gaps identified by the Gaps Model. List at least two ways to overcome each of the four service gaps. Service Recovery 16 CHECK YOURSELF Why is service recovery so important to companies? What can companies do to recover from a service failure? The communications gap refers to the difference between the actual service provided to customers and the service that the firm’s promotion program promises. Glossary The delivery gap is the difference between the firm’s service standards and the actual service it provides to customers. Glossary The knowledge gap reflects the difference between customers’ expectations and the firm’s perception of those customer expectations. Glossary A service is any intangible offering that involves a deed, performance, or effort that cannot be physically possessed. Glossary Service quality is the customers’ perceptions of how well a service meets or exceeds their expectations. Glossary The standards gap is the difference between the firm’s perceptions of customers’ expectations and the service standards it sets. Glossary A voice-of-customer (VOC) program collects customer inputs and integrates them into managerial decisions. Glossary A zone of tolerance is the area between customers’ expectations regarding their desired service and the minimum level of acceptable service. Glossary

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