C. Heterogeneity 1. Heterogeneity means that the consistency and quality control are often hard to achieve, because services are labor-intensive and vary by employee. 2. Consistency and reliability are strengths that many service firms actively pursue through mechanization of the process, standardization, and training. D. Perishability 1. Perishability refers to the fact that services cannot be stored, warehoused, or inventoried. 2. One of the most important challenges in many service industries is finding ways to synchronize supply and demand. Such techniques as differential pricing during nonpeak periods may help. 3 Describe the components of service quality and the gap model of service quality PowerPoint 12-11: Components of Service Quality Review Question 3.1 PowerPoint 12-12: III. Service Quality Because of the four unique characteristics of services, service quality is difficult to define and measure. Customers evaluate services along 5 dimensions. A. These dimensions are: 1. Reliability is the ability to perform the service dependably, accurately, and consistently. 2. Responsiveness is the ability to provide prompt service. 3. Assurance is the knowledge and courtesy of employees and their ability to convey trust. 4. Empathy is caring, individualized attention to customers. 5. Tangibles are the physical evidence of the service. 12-4 Chapter 12 ♦ Services and Nonprofit Organization Marketing
The Gap Model of Service Quality B. The Gap Model of Service Quality A model of service quality called the gap model identifies five gaps that can cause problems in service delivery. 1. Gap 1: The gap between what customers want and what management thinks customers want. 2. Gap 2: The gap between what management thinks customers want and the quality specifications that management develops to provide the service. 3. Gap 3: The gap between the service quality specifications and service that is actually provided. 4. Gap 4: The gap between what the company provides and what the customer is told it provides. 5. Gap 5: The gap between the service that customers receive and the service they want. 4 Develop marketing mixes for services PowerPoint 12-15: Product Strategies for Services PowerPoint 12-16 Service as a Process Review Question 4.1 PowerPoint 12-17: The Service Factory IV. Marketing Mixes for Services Elements of the marketing mix need to be adjusted to meet the special challenges posed by the unique characteristics of services. A. Product (Service) Strategy The development of a product strategy requires that the business focus on the service process itself. 1. Service as a Process a. People processing b. Possession processing c. Mental stimulus processing d. Information processing PowerPoint 12-18: The Service Offering PowerPoint 12-19: Core and Supplementary Services for a Luxury Hotel 2. Core and Supplementary Service Products The service product can be viewed as a bundle of activities that include the core service , which is the most basic benefit the customer is buying, and a group of supplementary services that support or enhance the core service.
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- Fall '16
- Mark Young
- Marketing, Nonprofit Organization Marketing