chapter 12 outline

chapter 12 outline - BMGT350 Chapter 12 LO1: The Importance...

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BMGT350 Chapter 12 LO1: The Importance of Services Service: the result of applying human or mechanical efforts to people or objects LO2: How Services Differ from Goods—4 unique characteristics Intangible : the inability of services to be touched, seen, tasted, heard, or felt in the same manner than goods can be sensed o No physical object makes it hard to communicate benefits o Marketers often rely on tangible cues to communicate a service’s nature and quality Inseparable : the inability of the production and consumption of a service to be separated (consumers must be present during the production) o Production and consumption are simultaneous, meaning the consumer takes part in production o Quality of service that firms are able to deliver depends on the quality of their employees Heterogeneous : the variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods o Consistency and quality control are difficult to achieve o Standardization and training help increase consistency and reliability Perishable : the inability of services to be stored, warehoused, or inventoried o Services cannot be saved, and it is challenging to synchronize supply and demand o Search quality: a characteristic that can be easily assessed before purchase Services tend to exhibit fewer search qualities o Experience quality: a characteristic that can be assessed only after use o Credence quality: a characteristic that consumers may have difficulty assessing even after
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This note was uploaded on 03/14/2011 for the course BMGT 350 taught by Professor Boyd during the Fall '08 term at Maryland.

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chapter 12 outline - BMGT350 Chapter 12 LO1: The Importance...

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