菲利普·科特勒营销管理讲义第14章.ppt

Objectives Service Definitions Classifications How Services Differ Goods Improving Service Differentiation, Quality, Productivity Improving Customer Support Services The Nature of Services A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Categories of Service Mix Three Types of Marketingin Service Industries Service Differentiation Service-Quality Model Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles ServiceExcellence 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 Review Service Definitions Classifications How Services Differ Goods Improving Service Differentiation, Quality, Productivity Improving Customer Support Services * * Pure Service Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Tangible Good 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 Services Inseparability Increase productivity of providers Perishability Match supply and demand Intangibility Use cues to make it tangible Variability Standardize service production delivery Internal marketing Company Customers External marketing Employees Interactive marketing Cleaning/ maintenance services Financial/ banking services Restaurant industry Offer Delivery Image Expected service Management perceptions of consumer expectations Marketer Consumer Gap 1