ServicesMarketing英文版.pptx
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ServicesMarketing英文版.pptx
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,ServicesMarketingChapter11,TheGoods-ServicesContinuumCharacteristicsofServiceProductsDeterminantsofServiceQualityServiceMarketing,CategoriesofServiceMix,TangibleGoodw/Services,MajorServicew/Goods,Hybrid,SEARCHQUALITITESOFGOODSANDSERVICES,Serviceshavefewersearchcharacteristicsthangoods.Searchquality:
acharacteristicsthatcanbeeasilyassessedbeforepurchase,DifferencesbetweenServicesandGoods,Serviceshavemoreexperiencecharacteristicsthangoods.Experiencequality:
acharacteristicthatcanbeassessedonlyafteruse,DifferencesbetweenServicesandGoods,ServiceshavemorecredencequalitiesthangoodsCredencequality:
acharacteristicthatconsumersmayhavedifficultyassessingevenafterpurchasebecausetheydonothavethenecessaryknowledgeorexperience,Characteristic,Clientrelationship,Perishability,Services,Servicesofteninvolveanongoingpersonalrelationship.,Intangibility,CharacteristicsthatDistinguishServicesfromGoods,Slide11-1a,Table11.1,Goods,Goodsofteninvolveanimpersonal,short-termrelationship,althoughrelationshipstrengthanddurationareincreasing.,Goodscanbeplacedininventoryforuseatanothertime.,Servicescanbeusedonlyatthetimetheyareoffered.,Thecustomerownsonlymemoriesoroutcomes,suchasgreaterknowledgeorstyledhair.,Thecustomerownsobjectsthatcanbeused,resold,orgiventoothers.,Characteristic,Inseparability,Customereffort,Services,Servicesoftencannotbeseparatedfromthepersonprovidingthem.,Uniformity,Slide11-1b,Table11.1,Goods,Goodstypicallyareproducedandsoldbydifferentpeople.,Customersinvolvementmaybelimitedtobuyingcompletedproductandusingit.,Customercanbemoreinvolvedinproductionofservices.,Becauseofinseparabilityandhighinvolvement,eachservicemaybeunique,withthequalitylikelytovary.,Variationsinqualityandvariancefromstandardscanbecorrectedbeforecustomerspurchaseproducts.,CharacteristicsthatDistinguishServicesfromGoods,MarketingImplications:
Intangibility,1.REDUCESERVICECOMPLEXITY2.STRESSTANGIBLECUES3.MAKINGCOMMUNICATIONSMOREVIVID4.FOCUSONSERVICEQUALITY,MarketingImplications:
Inseparability,FocusonpersonalattentionMoreemphasisondistributingtheserviceintherightwayTraining,MarketingImplications:
Inconsistency,Paycloseattentiontorecruitment,selection,placementandtrainingofpersonnelMonitorqualitythroughsurveysStressstandardizationandperformanceconsistency,MarketingImplications:
Perishability,MarketingImplications:
Perishability,Hiringpart-timeemployeesEmployingpeak-timeefficiencypracticesIncreasingconsumerparticipationSharingorrentingfacilitiesCross-trainingofemployees,SERVICEQUALITY,Whycareaboutservicequality?
PoorqualityputsfirmsatcompetitivedisadvantageValueaddedservicesmaybeonlywaytogaincompetitiveadvantageGoodservicequalitymayprovideshelterfrompricecompetitionSatisfiedcustomersarevaluable,lostcustomersareexpensive,Dimensionsofservicequality,ExamplesofquestionsDimensionandDefinitionStockBrokerageCustomersMightaskReliability:
AbilitytoperformthepromisedDoesthestockbrokerfollowexactinstructionsservicedependablyandaccuratelytobuyorsell?
Tangibles:
Appearanceofphysicalfacilities,Isthemonthlyreporteasytoreadandequipment,personnel,andunderstand?
communicationmaterialsResponsiveness:
WillingnesstohelpcustomersIsmystockbrokerwillingtoanswermyandprovidepromptservicequestions?
Assurance:
KnowledgeandcourtesyofDoesmybrokerrefrainfromactingbusyoremployeesandtheirabilitytobeingrudewhenIaskquestions?
conveytrustandconfidenceEmpathy:
Caring,individualizedDoesmybrokertrytodeterminewhatmyattentionprovidedcustomersspecificfinancialobjectivesare?
ImplicationsofQ=P-EModel,PE,Delightconsumer,PE,Consumerlost,P=E,Consumergetswhatisexpected:
Vulnerabletocompetition,Serviceperformance,Whenthingsgowrong:
PE,Rethinkrelationship,tellfriendsLookatserviceprovidersreaction:
Noexplanationandnochangeinbehavior:
WORSTCorrectiveactionwithoutexplanation:
OKexplanationandcorrectiveaction:
BEST,ThreeTypesofMarketinginServiceIndustries,Internalmarketing,ServiceDifferentiation,Offer,Delivery,Image,TheServiceMarketingMix,PlacePeopleProductPromotionPrice,谢谢,24.1.2906:
21:
4706:
2106:
2124.1.2924.1.2906:
21,06:
2106:
21:
4724.1.2924.1.2906:
21:
47,2024年1月29日星期一6时21分47秒,
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