MAR3023 Service Marketing
MAR3023 Service Marketing MAR3023
Popular in Basic Marketing Concepts
Popular in Marketing
This 8 page Class Notes was uploaded by Marisa Ramos on Friday September 18, 2015. The Class Notes belongs to MAR3023 at Florida State University taught by Dr. Michael Brady in Fall 2015. Since its upload, it has received 176 views. For similar materials see Basic Marketing Concepts in Marketing at Florida State University.
Reviews for MAR3023 Service Marketing
Yes YES!! Thank you for these. I'm such a bad notetaker :/ will definitely be looking forward to these
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 09/18/15
Service Marketing 91815 718 PM Service Industry makes of 75 of GDP The percentages of services increase consistently and are sustainable Not just in the US Hong Kong 91 0 France 77 Etc global trend Factors Contributing to Service Growth 0 Aging Population baby bomers Demographic shift leading to services growth Longer life expentances Ex healthcare people have more time go on vacations More discretionary income 0 Changing social and cultural values What is a service Old customer service center technician doing home repairs 0 New customer centric Dealers Web site and any e channel Salespeople 399 Interaction Receptionists and Personnel Schedulers Billing and V Accounting Service Management Employees and Executives Service Characteristic 1 Intangibility In the absence of physical substance consumers can change the process they go through with making a purchase Search qualities can asses prior to buying like buying a shoe color style comfort 0 Can only determine search quality of a service after purchasing Ex Hotel 0 Credence Attributes you buy a service pay for it consume it you don t really know whether the provider did the best job possible because you don t know if it is the best For example medical services car repair Have to trust in the services but you don t know Source x l jtn ltnstgtt k quotHittltzngy L tz39unt l I39mlttt39t ltlcttttgiquot l39r39rit l liu39t39 m 39t39r 3t mtg 41 t tz zi l lwt pp H NH Reprintt1 tttlt lk i lt tHWt l t u 13 tttctttht lutkeiin Hc39ltllll li Salt Soft drinks 1 Detergents A t I I V uton ODI es Fa 1 v I f Cosmetics b I 9 t J xx out as j 1quot Intangible dominant Tangible dominant J A J l J quot Fast food l J H t Advertising l j A OL 05 Airlines id 3907005 Investment n ll In management CO 5 9 Toachm Evaluation Processes for Services Search QualitiesAttributes attributes a consumer can determine prior to purchase eg color style price feel hardness smell Experience QualitiesAttributes attributes a consumer can only determine after purchase or during consumption eg taste wearability Credence QualitiesAttributes characteristics that may be impossible to evaluate even after purchase and consumption eg medical and legal services Most services Easy to evaluate Difficult to evaluate l l J 1 il mgmmwgcmotmatg g 2m9360mm 95 05Q9m o HP J r UX gtO C 06E00C0aULL LO 0 C c a s U Om O 030 3 QCUEIlt lt4 gt0 Cc Q 10 9 m 15 J I D 0 CE E v High in search High in experience High in credence CltlallIIC S qualities qualities Services cannot be readily displayed or communicated Services cannot be easily inventoried Services cannot be easily patented Pricing is difficultchallenging Heterogeneity the variation in consistency from one service transaction to the next Heterogeneity of Services no service is the same Ex service of Starbuck s changes by location the employee changes customer changes Rarely able to give 100 same service quality Service quality depends on uncontrollable factors Inseparability simultaneous Production and Consumption 0 Service providers physical connection to the servce provided 0 Provider must be physically present 0 Employee and customer satisfaction directly related 0 Customer involvement and involvement of other customers Pe shathy A service cannot be stored Hotwire once the plane takes off no revenue Better to make a little revenue than 0 Understanding perishability to make revenue Difficult to synchronize supply and demand with services longterm shortterm Services cannot be returned or resold How is Service Marketing Different Expanded P s People all human actors who play a part in the service delivery and influence the buyer s perceptions o Firm s personnel customer other customers Physical Evidence the environment in which the service is delivered and where the firm and customer interact and any tangible components 0 servicescapes Process the actual procedures mechanisms and flow of activities but which the service is delivered 0 The service delivery and operating systems Most important roads to making a profit customer loyalty Best way to do that customer satisfaction Service Quality 5 dimensional phenomenon reliability responsiveness assurance empathy tangible Reliability a Responsiveness 39 Situational Service H Factors Assurance 39 Qual39ty Empathy 39 r Tangibles Customer Customer Satisfaction Loyalty Product p Quality A Price Personal Factors Ex Xerox customers who scored 5 on the satisfaction scale were six times more likely to repurchase from Xerox than customers who gave a 4 0 Reliability Ability to perform the promised service dependany and accurately Assurance Knowledge and courtesy of employees and their ability to inspire trust and confidence towardsin the firm 0 Employees who have the knowledge to answer customer questions instill confidence and trust 0 Making customers feel safe in their transactions 0 Empathy caring individualized attention the firm provides to its customers 0 Responsiveness Willingness to help customers and provide prompt service 0 Tangibles Appearance of physical facilities equipment written materials and appearance of personnel 0 Modern equipment Visually appealing facilities 0 Employees appearance design of the uniform Visually appealing materials associated with the service 91815 718 PM 91815 718 PM
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'