To plan a service performance successfully = understand a performances characteristics:
A service performance is likely to be a multifaceted phenomenon.
A service performance exists only during its actual enactment.
A service performance occurs over time
Customer Mix the array of people of differing ages, genders, socioeconomic backgrounds, knowledge
or experience, ethnicity, and so on, who patronize a service organization
A Customer Mix can range from narrow to broad depending on how diverse
Service quality from the providers perspective means the degree to which the services features
conform to the organizations specifications and requirements; from the customers perspective it means
how well the service meets or exceeds expectations.
Boundary spanners the frontstage employees who link an organization with its customers.
Represent the organization to customers as well as provide information about customers to the
Can range from subordinate positions to professionals
A service setting, sometimes called a servicescape, includes all aspects of the physical environment in
which the service provider and customer interact.
The Duration of the Service Setting
Customer spends significant time in setting
Service Setting as an
Self-service machines, such as vending or automated teller machines (ATMs)
Computerized service delivery systems
Tracking customers' purchase patterns
Make purchase patterns easily accessible to t
A seIntangibility Most services cannot be seen, touched, held, or put on a shelf.
Inseparability production and consumption of the service occur simultaneously.
Variability hard to standardize the quality of its service.
Perishability services cannot be p