原创力文档distributing services through physical and electronic channels 6e 1chlovelock通过实体电子渠道分发服务6e student1.pptx
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DigitalImagePowerPointtopany:Chapter5
Distributingservicesthroughphysicalandelectronicchannels
Learningobjectives5.1Listthefourquestionsthatformthefoundationofanyservicedistributionstrategy5.2Describethethreemaindistributionoptionsforservingcustomers5.3Explaindeterminantsofcustomers’channelpreferences5.4Explaintheissuesofdeliveringservicesthroughelectronicchannels5.5Describethekeyroleofintermediariesindistributingservices5.6Explainthespecialchallengesofdistributingservicesinternationally5.7Describetheroleofblueprintingindesigninganddistributingservices
DistributionstrategyinaservicescontextWhatisbeingdistributed?Inservicesthere’softennothingtomove.Experiences,performancesandsolutionsarenotphysicallyshippedandstored.Informationaltransactionsareincreasinglyconductedviaelectronicchannels.Informationandpromotionflow–getthecustomerinterestedinbuyingtheserviceNegotiationflow–agreementonservicefeaturesandconfigurations,termsofoffer.Selltherighttousetheservice;trainorconcertticketorreservationProductflow–ifitneedspeoplethenitislikelythereisaneedforphysicalfacilities.
Distinguishingbetweendistributionofsupplementaryandcoreservices(‘augmented’isalegacyoftheproductmodel)
Distributionoptionsforservingcustomers:determiningthetypeofcontract
Distributionoptionsforservingcustomers:determiningthetypeofcontractCustomersvisittheservicesiteServiceprovidersgototheircustomersTheservicetransactionisconductedremotely
Aninnovativeapproachtoprovidingbanking—Kasikornbank’smobilebankingserviceforbankinginremoteruralareasCourtesyofKasikornbank
ChannelpreferencesvarybetweenconsumersForcomplexandhigh-perceived-riskservices,peopletendtorelyonpersonalchannels;mortgageIndividualswithhigherconfidenceandknowledgearemorelikelytouseimpersonalan
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