1、Services MarketingChapter 11 The Goods-Services Continuum Characteristics of Service Products Determinants of Service Quality Service MarketingCategories of Service MixSEARCH QUALITITES OF GOODS AND SERVICES Services have fewer search characteristics than goods. Search quality: a characteristics tha

2、t can be easily assessed before purchase Differences between Services and Goods Services have more experience characteristics than goods. Experience quality: a characteristic that can be assessed only after useDifferences between Services and Goods Services have more credence qualities than goods Cr

3、edence quality: a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experienceClientrelationshipPerishabilityServices often involve an ongoing personal relationship.IntangibilitySlide11-1aTableGoods often involve an im

4、personal, short-term relationship, although relationship strength and duration are increasing.Goods can be placed in inventory for use at another time.Services can be used only at the time they are offered.The customer owns only memories or outcomes, such as greater knowledge or styled hair.The cust

5、omer owns objects that can be used, resold, or given to others.InseparabilityCustomereffortServices often cannot be separated from the person providing them.UniformitySlide11-1bTableGoods typically are produced and sold by different people.Customers involvement may be limited to buying completed pro

6、duct and using it.Customer can be more involved in production of services.Because of inseparability and high involvement, each service may be unique, with the quality likely to vary.Variations in quality and variance from standards can be corrected before customers purchase products.Marketing Implic

7、ations: Intangibility1. REDUCE SERVICE COMPLEXITY2. STRESS TANGIBLE CUES3. MAKING COMMUNICATIONS MORE VIVID4. FOCUS ON SERVICE QUALITY Focus on personal attention More emphasis on distributing the service in the right way TrainingMarketing Implications: Inconsistency Pay close attention to recruitme

8、nt, selection, placement and training of personnel Monitor quality through surveys Stress standardization and performance consistencyMarketing Implications: PerishabilityMarketing Implications: Perishability Hiring part-time employees Employing peak-time efficiency practices Increasing consumer part

9、icipation Sharing or renting facilities Cross-training of employeesSERVICE QUALITY Why care about service quality? Poor quality puts firms at competitive disadvantage Value added services may be only way to gain competitive advantage Good service quality may provide shelter from price competition Sa

10、tisfied customers are valuable, lost customers are expensiveDimensions of service qualityExamples of questionsDimension and Definition Stock Brokerage Customers Might askReliability:Ability to perform the promisedDoes the stockbroker follow exact instructionsservice dependably and accuratelyto buy o

11、r sell?Tangibles:Appearance of physical facilities,Is the monthly report easy to read and equipment, personnel, andunderstand?communication materialsResponsiveness:Willingness to help customersIs my stockbroker willing to answer myand provide prompt servicequestions?Assurance:Knowledge and courtesy

12、ofDoes my broker refrain from acting busy oremployees and their ability tobeing rude when I ask questions?convey trust and confidenceEmpathy:Caring, individualizedDoes my broker try to determine what myattention provided customersspecific financial objectives are?Implications of Q=P-E ModelPEDelight

13、 consumerPEConsumer lostP=EConsumer gets what is expected:Vulnerable to competitionService performanceWhen things go wrong: PE Rethink relationship, tell friends Look at service providers reaction: No explanation and no change in behavior: WORST Corrective action without explanation: OK explanation and corrective action: BESTThree Types of Marketingin Service IndustriesInternalmarketingE