复旦大学：《营销管理》PPT课件讲义_Services Marketing

Services Marketing Chapter 11 The Goods-Services Continuum Characteristics of Service Products Determinants of service ua Service Marketing

Services Marketing Chapter 11 • The Goods-Services Continuum • Characteristics of Service Products • Determinants of Service Quality • Service Marketing

Categories of Service Mix Pure Tangible Tangible Good Major Pure Good Hybrid Service Service w/ Goods Services

Pure Service Categories of Service Mix Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Tangible Good

SEARCH QUALITITES OF GOODS AND SERVICES Services have fewer search characteristics than goods Search quality: a characteristics that can be easil assessed before purchase

SEARCH QUALITITES OF GOODS AND SERVICES • Services have fewer search characteristics than goods. – Search quality: a characteristics that can be easily assessed before purchase

Differences between services and goods Services have more experience characteristics than goods Experience quality: a characteristic that can be assessed only after use

Differences between Services and Goods • Services have more experience characteristics than goods. – Experience quality: a characteristic that can be assessed only after use

Differences between services and goods Services have more credence qualities than goodS Credence quality: a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience

Differences between Services and Goods • Services have more credence qualities than goods – Credence quality: a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience

Characteristics that Distinguish Services from goods Characteristic Services Goods Client Services often involve an goods often involve an relationship ongoing persona impersonal short-term relationship relationship, although relationship strength and duration are increasing Perishability Services can be used only Goods can be placed in at the time they are inventory for use at another offered time Intangibility The customer owns only The customer owns memories or outcomes objects that can be used such as greater resold, or given to others knowledge or styled hair

Characteristic Client relationship Perishability Services Services often involve an ongoing personal relationship. Intangibility Characteristics that Distinguish Services from Goods Slide 11-1a Table 11.1 Goods Goods often involve an impersonal, short-term relationship, although relationship strength and duration are increasing. Goods can be placed in inventory for use at another time. Services can be used only at the time they are offered. The customer owns only memories or outcomes, such as greater knowledge or styled hair. The customer owns objects that can be used, resold, or given to others

Characteristics that Distinguish Services from goods Characteristic Services Goods separability Services often cannot be Goods typically are produced separated from the and sold by different people person providing them Customer Customer can be more Customers involvement effort involved in production of may be limited to buying services completed product and using it Uniformity Because of inseparability Variations in quality and and high involvement variance from standards each service may be can be corrected before unique, with the quality customers purchase likely to vary. products

Characteristic Inseparability Customer effort Services Services often cannot be separated from the person providing them. Uniformity Slide 11-1b Table 11.1 Goods Goods typically are produced and sold by different people. Customer’s involvement may be limited to buying completed product and using it. Customer can be more involved in production of services. Because of inseparability and high involvement, each service may be unique, with the quality likely to vary. Variations in quality and variance from standards can be corrected before customers purchase products. Characteristics that Distinguish Services from Goods

Marketing Implications Intangibility 1. REDUCE SERVICE COMPLEXITY 2 STRESS TANGIBLE CUES 3, MAKING COMMUNICATIONS MORE VIVID 4. FOCUS ON SERVICE QUALITY

Marketing Implications: Intangibility 1. REDUCE SERVICE COMPLEXITY 2. STRESS TANGIBLE CUES 3. MAKING COMMUNICATIONS MORE VIVID 4. FOCUS ON SERVICE QUALITY

Marketing Implications Inseparability °上 ocus on personal attention More emphasis on distributing the service in the right way · Training

Marketing Implications: Inseparability • Focus on personal attention • More emphasis on distributing the service in the right way • Training

Marketing Implications Inconsistency Pay close attention to recruitment selection, placement and training of personnel Monitor quality through surveys Stress standardization and performance consistency

Marketing Implications: Inconsistency • Pay close attention to recruitment, selection, placement and training of personnel • Monitor quality through surveys • Stress standardization and performance consistency