MKT 280 - Part 4 - Ch 12 - Fall 2007

MKT 280 - Part 4 - Ch 12 - Fall 2007 - Services Part4Ch12...

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Services Part 4 – Ch 12
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Services Continuum  Pure services Service only purchase Health care Mixed services More tangible Restaurants
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Important Characteristics of  Services Intangibility Attempt to make salient important  characteristics Inseparability Service purchased and made at the same time Co-production of services
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Important Characteristics of  Services Fluctuating demand Peak pricing vs. Off-peak pricing Tourist destinations, golf courses Client relationship Physician, personal trainers… Opportunity to directly build brand loyalty
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Providing Quality Services  Understand what the customer wants Minimize the gap between: Customer & Service provider expectations Stated service quality & Actual service quality Understand the causes of switching service  providers
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Causes Behind Service Switching Service Switching Behavior High Price Price Increases Unfair Pricing
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