市场营销Marketing-Ch11-Services_Marketing.pptVIP

Marketing What Isn’t There: Intangibles and Services What is a Service? Services are acts, efforts, or performances exchanged from producer to user without ownership rights Consumer services Business services Characteristics of Services The 4 “I”s of Services Intangibility Inconsistency Inseparability Inventory Idle capacity Classification of Services Core and Augmented Services Core service is a benefit that a customer gets from the service Augmented services are additional offerings that differentiate the firm Example: Airline transportation Core: travel Augmented services: frequent flier miles, sky caps, in-flight entertainment services and Internet access Evaluative Dimensions of Service Quality Search qualities - characteristics of a product that the consumer can examine prior to purchase Experience qualities - characteristics that customers can determine during or after consumption Credence qualities - attributes we find difficult to evaluate even after we’ve experienced them Measuring Service Quality Gap Analysis - measurement tool that gauges the difference between a customer’s expectation of service quality and what actually occurred Critical Incident Technique - company collects and closely analyzes very specific customer complaints to identify critical incidents Gap Analysis Gap between consumer expectations and management perceptions Gap between management perception and quality standards set by the firm Gap between established quality standards and service delivery Gap between service quality standards and consumer expectations Gap between expected service and perceived service Service Failure and Recovery When services do fail, recover fast: Apologize Resolve the problem Do not further inconvenience the customer Analyze what happened to eliminate future failures Internal Marketing The notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers. * Importance of servi