MBA 全套教材 -- 服务市场（英文原版）

1. MBA全套教材--服务市场（英文原版）

3. A note on the PowerPoint Slides... These PowerPoint slides contain selected exhibits, figures and tables from the chapters as well as objectives for the chapters. For many chapters, we include extra lecture slides and in-class exercises that we have compiled and used in our classes. The lecture slides are not intended to provide full outlines or complete lectures for the chapters, but rather may be used selectively to enhance class sessions.

4. Objectives for Chapter 1:Introduction to Services • Explain what services are and identify service trends • Explain the need for special services marketing concepts and practices • Outline the basic differences between goods and services and the resulting challenges for service businesses • Introduce the service marketing triangle • Introduce the expanded services marketing mix • Introduce the gaps model of service quality

5. Challenges for Services • Defining and improving quality • Communicating and testing new services • Communicating and maintaining a consistent image • Motivating and sustaining employee commitment • Coordinating marketing, operations and human resource efforts • Setting prices • Standardization versus personalization

6. Examples of Service Industries • Health Care • hospital, medical practice, dentistry, eye care • Professional Services • accounting, legal, architectural • Financial Services • banking, investment advising, insurance • Hospitality • restaurant, hotel/motel, bed & breakfast, • ski resort, rafting • Travel • airlines, travel agencies, theme park • Others: • hair styling, pest control, plumbing, lawn maintenance, counseling services, health club

7. Figure 1-1Tangibility Spectrum Salt  Soft Drinks  Detergents  Automobiles  Cosmetics  Fast-food Outlets Intangible Dominant  Tangible Dominant   Fast-food Outlets  Advertising Agencies  Airlines  Investment Management  Consulting Teaching

8. Figure 1-2 Percent of U.S. Labor Force by Industry 80 70 60 Percent of GDP 50 40 30 20 10 0 • Services • Manufacturing • Mining & Agriculture 1929 1948 1969 1977 1984 1996 Year Source: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific American, 244,3 (1981): 31-39.

9. Figure 1-3 Percent of U.S. Gross Domestic Product by Industry 80 70 60 Percent of GDP 50 40 30 20 10 0 • Services • Manufacturing • Mining & Agriculture 1948 1959 1967 1977 1987 1996 Year Source: Survey of Current Business, August 1996, Table 11, April 1998, Table B.3; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific American, 244,3 (1981): 31-39.

10. Differences Between Goods and Services Intangibility Heterogeneity Simultaneous Production and Consumption Perishability

11. Implications of Intangibility • Services cannot be inventoried • Services cannot be patented • Services cannot be readily displayed or communicated • Pricing is difficult

12. Implications of Heterogeneity • Service delivery and customer satisfaction depend on employee actions • Service quality depends on many uncontrollable factors • There is no sure knowledge that the service delivered matches what was planned and promoted

13. Implications of Simultaneous Production and Consumption • Customers participate in and affect the transaction • Customers affect each other • Employees affect the service outcome • Decentralization may be essential • Mass production is difficult

14. Implications of Perishability • It is difficult to synchronize supply and demand with services • Services cannot be returned or resold

15. Table 1-2 Services are Different Source: Adapted from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, “Problems and Strategies in Services Marketing,” Journal of Marketing 49 (Spring 1985): 33-46.

16. Figure 1-5The Services Marketing Triangle Company (Management) Internal Marketing External Marketing “enabling the promise” “setting the promise” Employees Customers Interactive Marketing “delivering the promise” Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler

17. Services Marketing Triangle Applications Exercise • Focus on a service organization. In the context you are focusing on, who occupies each of the three points of the triangle? • How is each type of marketing being carried out currently? • Are the three sides of the triangle well aligned? • Are there specific challenges or barriers in any of the three areas?

18. Overall Strategic Assessment How is the service organization doing on all three sides of the triangle? Where are the weaknesses? What are the strengths? Specific Service Implementation What is being promoted and by whom? How will it be delivered and by whom? Are the supporting systems in place to deliver the promised service? Ways to Use the Services Marketing Triangle

19. Figure 1-6 The Services Triangle and Technology Company Technology Customers Providers Source: Adapted from A. Parasuraman

20. Services Marketing Mix:7 Ps for Services • Traditional Marketing Mix • Expanded Mix for Services: 7 Ps • Building Customer Relationships Through People, Processes, and Physical Evidence • Ways to Use the 7 Ps

21. Traditional Marketing Mix • All elements within the control of the firm that communicate the firm’s capabilities and image to customers or that influence customer satisfaction with the firm’s product and services: • Product • Price • Place • Promotion

22. Expanded Mix for Services --the 7 Ps • Product • Price • Place • Promotion • People • Process • Physical Evidence

23. Table 1-3Expanded Marketing Mix for Services

24. Table 1-3 (Continued)Expanded Marketing Mix for Services

25. Overall Strategic Assessment How effective is a firm’s services marketing mix? Is the mix well-aligned with overall vision and strategy? What are the strengths and weaknesses in terms of the 7 Ps? Specific Service Implementation Who is the customer? What is the service? How effectively does the services marketing mix for a service communicate its benefits and quality? What changes/improvements are needed? Ways to Use the 7 Ps

26. S M Part 1 FOCUS ON THE CUSTOMER

27. Gaps Model of Service Quality Expected Service CUSTOMER Customer Gap Perceived Service External Communications to Customers Service Delivery COMPANY GAP 4 GAP 1 GAP 3 Customer-Driven Service Designs and Standards GAP 2 Company Perceptions of Consumer Expectations Part 1 Opener

28. Gaps Model of Service Quality • Customer Gap: • difference between expectations and perceptions • Provider Gap 1: • not knowing what customers expect • Provider Gap 2: • not having the right service designs and standards • Provider Gap 3: • not delivering to service standards • Provider Gap 4: • not matching performance to promises Part 1 Opener

29. The Customer Gap Expected Service GAP Perceived Service Part 1 Opener

30. S M Chapter 2 CONSUMER BEHAVIOR IN SERVICES

31. Objectives for Chapter 2:Consumer Behavior in Services • Overview the generic differences in consumer behavior between services and goods • Introduce the aspects of consumer behavior that a marketer must understand in five categories of consumer behavior: • Information search • Evaluation of service alternatives • Service purchase and consumption • Postpurchase evaluation • Role of culture

32. Consumer Evaluation Processes for Services • Search Qualities • attributes a consumer can determine prior to purchase of a product • Experience Qualities • attributes a consumer can determine after purchase (or during consumption) of a product • Credence Qualities • characteristics that may be impossible to evaluate even after purchase and consumption

33. Figure 2-1Continuum of Evaluation for Different Types of Products Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vacations Haircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis Most Services Most Goods Easy to evaluate Difficult to evaluate { { { High in experience qualities High in credence qualities High in search qualities

34. Figure 2-2Categories in Consumer Decision-Making and Evaluation of Services Information Search Evaluation of Alternatives Use of personal sources  Perceived risk Evoked set  Emotion and mood Purchase and Consumption Post-Purchase Evaluation Service provision as drama  Service roles and scripts  Compatibility of customers Attribution of dissatisfaction  Innovation diffusion  Brand loyalty

35. Information Search Evaluation of Alternatives Evoked set  Emotion and mood Use of personal sources  Perceived risk Culture • Values and attitudes • Manners and customs • Material culture • Aesthetics • Educational and social institutions Purchase and Consumption Post-Purchase Evaluation Service provision as drama  Service roles and scripts  Compatibility of customers Attribution of dissatisfaction  Innovation diffusion  Brand loyalty Figure 2-3Categories in Consumer Decision-Making and Evaluation of Services

36. Global Feature:Differences in the Service Experience in the U.S. and Japan • Authenticity • Caring • Control Courtesy • Formality • Friendliness • Personalization • Promptness

37. S M Chapter 3 CUSTOMER EXPECTATIONS OF SERVICES

38. Objectives for Chapter 3:Customer Expectations of Service • Recognize that customers hold different types of expectations for service performance • Discuss controllable and uncontrollable sources of customer expectations • Distinguish between customers’ global expectations of their relationships and their expectations of the service encounter • Acknowledge that expectations are similar for many different types of customers • Delineate the most important current issues surrounding customer expectations

39. Figure 3-1 Dual Customer Expectation Levels Desired Service Zone of Tolerance Adequate Service

40. Figure 3-2 The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service

41. Desired Service Zone of Tolerance Adequate Service Figure 3-3 Zones of Tolerance for Different Service Dimensions Desired Service Level of Expectation Zone of Tolerance Desired Service Adequate Service Adequate Service Most Important Factors Least Important Factors Source: Berry, Parasuraman, and Zeithaml (1993)

42. Figure 3-4 Zones of Tolerance for First-Time and Recovery Service First-Time Service Outcome Process Recovery Service Outcome Process LOW HIGH Expectations Source: Parasuraman, Berry and Zeithaml (1991)

43. Figure 3-5 Factors that Influence Desired Service Enduring Service Intensifiers Desired Service Personal Needs Zone of Tolerance Adequate Service

44. Figure 3-6 Factors that Influence Adequate Service Transitory Service Intensifiers Desired Service Perceived Service Alternatives Zone of Tolerance Self-Perceived Service Role Adequate Service Situational Factors

45. Figure 3-7 Factors that Influence Desired and Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Desired Service Zone of Tolerance Past Experience Predicted Service Adequate Service

46. S M Chapter 4 CUSTOMER PERCEPTIONS OF SERVICE

47. Objectives for Chapter 4:Customer Perceptions of Service • Provide you with definitions and understanding of customer satisfaction and service quality • Show that service encounters or the “moments of truth” are the building blocks of customer perceptions • Highlight strategies for managing customer perceptions of service

48. Figure 4-1Customer Perceptions of Service Quality and Customer Satisfaction Situational Factors Reliability Service Quality Responsiveness Assurance Customer Satisfaction Product Quality Empathy Tangibles Personal Factors Price

49. Factors Influencing Customer Satisfaction • Product/service quality • Product/service attributes or features • Consumer Emotions • Attributions for product/service success or failure • Equity or fairness evaluations

50. Outcomes of Customer Satisfaction • Increased customer retention • Positive word-of-mouth communications • Increased revenues