Professional Documents
Culture Documents
Creating The Service Product: Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
Creating The Service Product: Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
4- 1
4- 2
Service Design Involves Matching Marketing Concept with Operations Concept (Fig. 4.1)
Corporate Objectives and Resources
Marketing Assets
(Customer Base, Mkt. Knowledge, Implementation Skills, Brand Reput.)
Operating Assets
(Facilities/Equipment, IT Systems, People, Op. Skills, Cost Structure)
4- 3
4- 4
Shostacks Molecular Model of a Total Market Entity - Passenger Airline Service (Fig. 4-2)
Distribution Price
Service
frequency
Vehicle
Transport
In-flight service
Source: Shostack
4- 5
4- 6
Core and Supplementary Product Design: What Do We Offer and How Do We Create and Deliver It?
Process
4- 7
What Should Be the Core and Supplementary Elements of Our Service Product?
What product benefits create the most value for customers? Is our service package differentiated from the competition in
ways that are meaningful to target customers?
4- 8
Core and Supplementary Services in a Luxury Hotel (Offering Guests Much More than a Cheap Motel!)
Reservation Cashier Business Center A Bed for the Night in an Elegant Private Room with a Bathroom Valet Parking Reception Baggage Service
Cocktail Bar
Entertainment/ Sports / Exercise
Restaurant
4- 9
What Happens, When, and in What Sequence? The Time Dimension in the Augmented Service Product
Reservation Parking Check in USE ROOM Get car Check out Phone USE GUESTROOM OVERNIGHT Porter Meal Pay TV Room service
Pre Visit
4 - 10
Consultation Order-Taking
Exceptions
KEY:
Hospitality Safekeeping
4 - 11
Core
Customers often require information about how to obtain and use a product or service. They may also need reminders and documentation
4 - 12
Core
Many goods and services must be ordered or reserved in advance. Customers need to know what is available and may want to secure commitment to delivery
4 - 13
Core
How much do I owe you? Customers deserve clear, accurate and intelligible bills and statements
4 - 14
Core
Customers may pay faster and more cheerfully if you make transactions simple and convenient for them
4 - 15
Core
Value can be added to goods and services by offering advice and consultation tailored to each customers needs and situation
4 - 16
Core
Customers who invest time and effort in visiting a business and using its services deserve to be treated as welcome guests (after all, marketing invited them there!)
4 - 17
Core
Customers prefer not to worry about looking after the personal possessions that they bring with them to a service site. They may also want delivery and after-sales services for goods that they purchase or rent
4 - 18
Core
Customers appreciate some flexibility in a business when they make special requests. They expect it when not everything goes according to plan
4 - 19
4 - 20
Courtyard by Marriott
Fairfield Inns Residence Inns SpringHill Suites
TownePlace Suites
Marriott Vacation Clubs
International
Slide 2004 by Christopher Lovelock and Jochen Wirtz
4 - 22
On-site service 24/7, two-hour response; telephone support 24/7, onsite parts replacement; additional services available
Gold: Business Critical
Onsite service Mon-Fri 8am-8pm, four-hour response; telephone support 24/7; onsite parts replacement
Silver: Basic Support
Onsite service Mon-Fri 8am-5pm, four-hour response; telephone support Mon-Fri 8am-8pm; onsite parts replacement
Bronze: Self Support
4 - 23
4 - 24
Product line extensions--additions to current product lines Process line extensions--alternative delivery procedures Supplementary service innovations--adding new or
improved facilitating or enhancing elements
4 - 25
4 - 26
Creating Services as Substitutes for Owning and/or Using Goods (Fig. 4-7)
4 - 27
Service Development through Delivery Options: Alternative Meal Service Formats (Fig. 4-8)
Fast-Food Restaurant (Eat In) Drive-In Restaurant (Take Out) Home Delivery
See sign
Pick up meal
See sign
Telephone Restaurant
Eat
Home Catering
Eat
4 - 28
Room features Food-related services Lounge facilities Services (e.g., reception) Leisure facilities Securitypeople/systems
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
4 - 29
Market synergy
Good fit between new product and firms image/resources Advantage vs. competition in meeting customers needs Strong support from firm during/after launch Firm understands customer purchase decision behavior
Organizational factors
Strong interfunctional cooperation and coordination Internal marketing to educate staff on new product and its
4 - 30