Week 2 Notes
Week 2 Notes CONSCI 3910 - 0010
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CONSCI 3910 - 0010
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This 1 page Class Notes was uploaded by Ian Adams on Saturday January 23, 2016. The Class Notes belongs to CONSCI 3910 - 0010 at Ohio State University taught by Jay Kandampully in Fall 2015. Since its upload, it has received 66 views. For similar materials see Consumer Service and Satisfaction in Behavioral Sciences at Ohio State University.
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Date Created: 01/23/16
CONSCI 3910 Week 2 Notes Intangibility and Inseparability of Services 1. Intangibility of Services a. Services are performed, not objects b. Services cannot be seen, felt, tested or touched c. Services cannot be counted, measured or inventoried d. Services cannot be tested or verified prior to sales e. Services cannot be returned or exchanged “Tangibilizing” the Intangible o This is the marketing strategy used to advertise services o Tangible objects are highlighted in ads for services o Example: A business class ad for an airline showcases a smiling customer surrounded by a glass of wine, a pillow, blanket and plate of food o Example: A spa ad shows a relaxed person in a fluffy robe with their eyes closed in a bed by the beach 2. Inseparability of Services a. Operations, Marketing and Human Resources are impossible to separate in a service business; they must work in harmony to perform a great service Service personnel need marketing and operational skills to be successful b. Production and consumption of a service cannot be separated since without customers, a service cannot be provided Customers expect immediate service Think about the simultaneous production and consumption during a football game, concert, airplane flight, etc. c. Services are first sold, and then services are produced and consumed simultaneously. This is opposite of goods as they are first produced, then sold, and then consumed Difficult to control quality of service outcome since two parties are involved (service personnel and customer) and external factors can come into play Services happen on the “front line,” unlike manufacturing of goods which occurs “back office” d. Customers are varied in how they respond to the same service Customer participates in the production of a service and hence affects the quality of production and consumption Think about a person who goes to a night club and does nothing except for stand around versus a person who goes and buys drinks and dances. The club provides the same service to them both, but they achieve different levels of satisfaction because of their different participation e. Services are multiple consumption events Think about a hotel. You experience many services throughout your stay, such as wifi, fresh towel exchanges, and food delivery
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