服务营销services marketing introduction服务营销services marketing introduction.ppt

Business Administration School of JUFE Practice Please recall the most memorable service experience the summer vacation What service? Where? When? Why? Part 1 Goods VS Services Suppose You are a/an Restaurant owner Barber shop owner Internet bar boss Supermarket owner Taxi driver How to make business better? WHY STUDY SERVICES? Here’s a paradox： We live in a service economy, but at most business schools the academic study and teaching of marketing is still dominated by a manufacturing perspective. ——Christopher Lovelock Why study services marketing? Why ? Important —— GDP43%; 300 Million Relevant —— Life; work Different —— 7Ps; Service quality… So How to learn? TXETBOOK AUTHORS Valarie A. Zeithaml Mary Jo Bitner Dwayne D. Gremler Why Choose This Book For Us How to read the book? Hardworking Key words Chinese translation Tagging, Mark Draw a line Course Overture “Service marketers are in need of concepts and priorities that are relevant to their experience and needs. Marketing, however, is overwhelmingly product oriented.” ——G. Lynn Shostack, 1977 Course Description A new way of thinking about marketing. No longer are manufacturing processes, defects per one-thousand, or logistics paramount. Services are different. How ? Why ? What ? why people are essential to service success? why expectations are important to service consumers? How the physical environment influences service delivery? How services firms should recover from failure? How quality is evaluated in service firms? In essence, we will look at marketing through a different lens. Course Objectives To appreciate the differences between services and physical goods and to understand how these differences translate into strategic direction. To understand what quality means in service delivery and how perceptions of service quality are developed by customers. To provide you with an understanding of how service customers determine value in a service exchange and