《市场营销》（英文版） Chapter 14 Categories of Service Mix

Objectives Service Definitions Classifications How Services Differ Goods Improving Service Differentiation, Quality, Productivity Improving Customer Support Services C2000 Prentice Hall

©2000 Prentice Hall Objectives Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services

Categories of Service Mix ure Tangible Major Tangible Good P ure Good Hybrid Service Service Services w/ Goods C2000 Prentice Hall

©2000 Prentice Hall Categories of Service Mix Pure Service Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Tangible Good

Four Service Characteristics Intangibility Inseparability Services cannot be seen, tasted, Services cannot felt. heard . or be separated smelled before from their purchase providers Services Variability Perishability Quality of services depends Services cannot be stored for on who prov ides them and when later sale or use where, and how C2000 Prentice Hall

©2000 Prentice Hall 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

Overcoming Service Challenges Intang libility Inseparability Use cues to ncrease make it tangible productivity of providers Services Variability Perishability Standardize service Match supply roduction and demand delivery C2000 Prentice Hall

©2000 Prentice Hall Services Inseparability Increase productivity of providers Perishability Match supply and demand Intangibility Use cues to make it tangible Variability Standardize service production & delivery

Service Differentiation Offer Delivery mage C2000 Prentice Hall

©2000 Prentice Hall Service Differentiation Offer Delivery Image

Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles C2000 Prentice Hall

©2000 Prentice Hall Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles

Service Excellence Strateqic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees Customers Managing Productivity C2000 Prentice Hall

©2000 Prentice Hall Service Excellence Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees & Customers Managing Productivity

Complaint Resolution Hiring Criteria& Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types Sources of Complaints C2000 Prentice Hall

©2000 Prentice Hall Complaint Resolution Hiring Criteria & Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types & Sources of Complaints