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Managing Services. Chapter 12. Services. Intangible items for which consumers exchange something of value 4x larger than goods industry. 4 I’s of Service. Intangibility Inconsistency Inseparability Inventory Idle production capacity. Source: http://www.clipart-waiter-1.html.
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Managing Services Chapter 12
Services • Intangible items for which consumers exchange something of value • 4x larger than goods industry
4 I’s of Service • Intangibility • Inconsistency • Inseparability • Inventory • Idle production capacity Source: http://www.clipart-waiter-1.html
Services Continuum • A range of the services-oriented and goods-oriented available in the marketplace
Service Classification • People delivery v. Equipment delivery • Profit v. Nonprofit • Government sponsored v. Non-government Sponsored
Assessing Purchase Process and Service Quality • Properties • Search • Experience • Credence • Assessing Service Quality • Gap analysis • Four factors • Servicescape • Service providers • Other customers • Invisible organization and systems Source: http://quickandunique.com
Relationship Marketing and Services • Customer Contact Audit • Marks “contact points”
Marketing Services • Internal Marketing • Employee-focus • Product • Exclusivity • Branding • Capacity Management
Marketing Services • Pricing • Off-peak pricing • Place • Promotion • Publicity