Professional Documents
Culture Documents
Introduction To The 7Ps: Product - The First P
Introduction To The 7Ps: Product - The First P
Augmented Service
Consists of measures taken to differentiate the service from competitors and provide service quality beyond expectations
Enhancing Services
Consultations Hospitality Safe keeping Exceptions
Facilitating Services
Information
Timely and accurate information regarding service hours, prices, reminders, warnings, documentations, confirmation of reservation etc by means of brochures, instruction books, video tapes, touchscreen video displays etc
Order taking
Politeness, speed and accuracy to save consumers time and prevent unnecessary mental or physical effort
Order taking elements include applications, order entry, reservations & check-ins
Facilitating Services
Billing
Bills should be clear, informative and itemized without any ambiguity. Inaccurate, illegible or incomplete bills lead to dissatisfied customers
Payment
Customers expect ease and convenience of payment including credit increased used of debit and credit cards
Enhancing Services
Consultations
Involves a dialogue to probe customer requirement and then to develop a tailored solution
Consultation elements include advice, personal counseling, training in product use
Hospitality
Reflects pleasure at meeting new customers and greeting old ones when they return, that is treating customers as guests
Enhancing Services
Safe keeping
Elements Caring for possessions customers bring with them parking facility, valet parking, storage space, child care, per care, etc
Caring for goods purchased by customers packaging, transportation, delivery, installation, inspection, repairs, etc
Exceptions
Include services that fall outside the routine of normal service delivery
Elements Special requests, problem solving, handling complains and suggestions, restitution compensation for serious performance failures
Though some technology has drastically alltered or deleted certain pattern/category of services
Mobile versus pagers Internet surpassing traditional postal services
Consumers dont buy products because of their attributes rather they buy the benefits
Problems encountered
In articulate consumers
Benefit sought change overtime Wrong interpretation of hierarchy of benefits
Careful planning is essential to deliver the right service in the right form in the right quality and quantity
Stage III
SERVICE OFFER
Sr. Elements Tangible & intangible Sr. Form In what way/how Sr. Levels Quality (Image, Technology & Function) Sr. Quantity Volume, timing
Using benchmarks Developing process, people and facilities To support an enhance perceptions on service offers
Stage IV
Stage V