Designing and Managing
Services
Tutored by : Prof. Sunil D’ Anto
Learning Agenda
•
Define and
classify services
and
how do
they differ from goods
•
Marketing of services
•
Methods for improvement
of service
quality
•
How do service marketers
create strong
brands
?
•
How can goods marketers
improve
customer support services
?
What is a Service?
A
service
is any act of
beneficial
performance
that one party can offer
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
.
Distinctive Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
Service Sectors
Government
Private
nonprofit
Manufacturing
Business
Retail
General Motors’ OnStar Service
Categories of Service Mix
Pure tangible good
Pure tangible good
Good w/ accompanying services
Good w/ accompanying services
Hybrid
Hybrid
Service w/ accompanying goods
Service w/ accompanying goods
Pure service
Pure service
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- Fall '16
- ajay goel
- Service system
