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Ex training installation repair services connected

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EX: training, installation, repair services connected with a physicalproductWhy do firms focus on services?Services frequently provide higher profit margins than productsCustomer satisfaction and loyalty are driven by service excellenceServices can be used as a differentiation strategy in competitive marketsIn fact… all businesses are becoming service businessesDistinguishing Characteristics of ServicesProduct/Services continuumGoods are tangible dominant (search attributes)Services are intangible dominant (experience/ credence attributes)Adding service aspects to a product often transforms the products from acommodity into a compelling experienceUnique differences between goods and servicesIntangibilityPrimary source from which the other three characteristics emergeServices cannot be seen, felt, tasted, or touched in the same mannerthat goods can be sensedDifficult to evaluate even after consuming the service
EX: education (diploma)EX: your dentist is better than mine, hard to distinguishVariabilityThe difference in consistency from one service transaction to thenextIt makes it impossible for a service operation to achieve 100%perfect quality on an ongoing basisEX: Session C in-person class, Session A online, Session Bin-person classInseparabilityThe simultaneous production and consumption of the serviceService consumer has to be there at the same time as the serviceprovider to experience the optimal service (even self-servicetechnologies)EX: getting a haircut, surgery {APPENDICITIS SIS}PerishabilityA service cannot be saved, its unused capacity cannot be reserved,and it cannot be inventoried“Use it or lose it”Anything with capacity if unsold, lost revenueEX of all of these = UberWhat is service Quality*Reliability: perform promised service dependably and accuratelyResponsiveness: willingness to help customers and provide prompt, timelyserviceAssurance: employees must be knowledgeable, courteous, convey trustand confidenceEmpathy: caring, individualized attentionTangibles: appearance of physical facilities, equipment, personnel,communication materialManaging Service QualityEffective marketing of services requires that managers learn whatcustomers want and expect in their interaction with the service provider(service encounter) if expectations do not equal experience, a gap existsGap Model (slide 35)The Service Gap (slide 36)Three Additional P’s of ServicesMarketing Mix: 4 P’sProductPricetarget market offering
PlacePromotionThe Services Marketing Mix: 7 P’sProductPricePlacePromotionPeopleProcessPhysical EvidenceManaging the servicescapeServicescape refers to the use of physical evidence to designservice environmentsAmbient conditionsInanimate objectsOther physical evidenceLevels of a service productAugmented product: sameActual: the actual or “tangible” product is missing as services areintangibleCore: same

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Term
Spring
Professor
Eaton
Tags
Marketing, Brand, master brand

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