Week 4 Notes
Week 4 Notes CONSCI 3910 - 0010
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CONSCI 3910 - 0010
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This 2 page Class Notes was uploaded by Ian Adams on Tuesday February 2, 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 94 views. For similar materials see Consumer Service and Satisfaction in Behavioral Sciences at Ohio State University.
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Date Created: 02/02/16
CONSCI 3910 Week 4 Notes Components of a Service Firm’s Offer ProductService Continuum of a Firm’s Offer A firm’s service falls on a continuum between product components (tangible) and service/experience components (intangible) Example: An overnight stay in a hotel requires services such as room cleaning. It also requires products, such as the physical beverages in the mini bar More opportunity in improving offering in service/experience component Three Parts of a Service Firm’s Offer Activities: Part of service they create. This is what firms sell more than anything else o Example: A ski resort offers skiing as the activity Benefits: What makes customers feel better o Example: A massage service provider makes their customers feel peaceful and relaxed Interactions: The connections people make with others at the service o Example: The laughter, joking, and dancing with others at a night club plays a huge part in the experienced service Service Bundles/Packages Packages allow firms to differentiate from one customer to another (to personalize services) Example: A country club will have a budget plan, moderate plan and deluxe plan to suit the needs and lifestyles of different members Service Molecule From a customer’s perspective, services are bundles of tangible and intangible aspects of a promised expectation for anything we buy Core Offering: The main reason someone buys a service; meets primary customer needs o Example: The core offering when buying a phone would be that it makes calls Peripheral Offering: The little things that add value to the core; can often be outsourced to other companies that specialize in the peripheral service o Example: A hotel pays a third party to run a restaurant in the hotel. Companies compete on the peripherals (online booking, valet service, etc.) Peripherals can turn into cores o Example: Apps on phones used to be peripherals, but now they are expected and commonplace Core offerings and peripheral offerings can be either tangible or intangible CONSCI 3910 Week 4 Notes