Session+16+student - THE BIG PICTURE: Service as Product...

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THE   BIG   PICTURE: Service  as Product
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Class Outline Differences between products and services What these differences mean for marketers Observability of services Customer Satisfaction When does it matter? How can we control it? Interesting results from research. General course stuff
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Products vs. Services search attributes experience attributes credence attributes Most goods Most services easy to  evaluate difficult to  evaluate
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Defining Characteristics of Services Intangible Cannot be inventoried Perishable When not used, gone forever Difficult to inspect/control quality Often produced and consumed simultaneously Customer behavior can influence quality of service Difficult to standardize (human element)
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Challenges Raised by Inability to Inventory Quality control Failures occur in the field Perishability Service providers want to smooth demand Shift demand to other periods (e.g., early happy hours) Increase acceptable waiting time (e.g., bars for people to wait)
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This note was uploaded on 01/18/2011 for the course MARKETING 300 taught by Professor Fiet during the Winter '08 term at University of Michigan.

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Session+16+student - THE BIG PICTURE: Service as Product...

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