Professional Documents
Culture Documents
12 Ippt
12 Ippt
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-2
What Is a Service?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-3
Services Are Everywhere
The government sector
The private nonprofit sector
The business sector
The manufacturing sector
The retail sector
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-4
Categories of Service Mix
Pure tangible good
Good with accompanying services
Hybrid
Service with accompany goods
Pure service
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-5
Service Distinctions
Equipment-based or people-based
Service processes
Client’s presence required or not
Personal needs or business needs
Objectives and ownership
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-6
Figure 12.1 Continuum of
Evaluation for Different Types of
Products
Source: Valarie A. Zeithaml, “How
Consumer
Evaluation Processes Differ between
Goods and
Services,” James H. Donnelly and
William R. George,
eds., Marketing of Services (Chicago:
American
Marketing Association, 1981). Reprinted
with permission
of the American Marketing Association.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-7
Distinctive Characteristics
of Services
Intangibility
Inseparability
Variability
Perishability
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-8
Physical Evidence and
Presentation
Place
People
Equipment
Communication material
Symbols
Price
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-9
Table 12.1 Dimensions of Brand
Experience
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-10
Inseparability
Provider–client interaction is
a special feature of services
marketing.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-11
Variability
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-12
Service Blueprints
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-13
Perishability
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-14
Matching Demand and Supply
services participation
Reservation systems Shared services
expansion
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-15
A Shifting Customer Relationship
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-16
Figure 12.3 Root Causes of
Customer Failure
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-19
Best Practices
Strategic Concept
Top-Management Commitment
High Standards
Self-Service Technologies
Monitoring Systems
Satisfying Customer Complaints
Satisfying Employees
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-20
Monitoring Systems
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-21
Figure 12.5 Importance-
Performance Analysis
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-22
Table 12.3 Factors Leading to
Customer Switching Behavior
Pricing
Inconvenience
Core Service Failure
Service Encounter Failures
Response to Service Failure
Competition
Ethical Problems
Involuntary Switching
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-23
Improving Service Quality
Listening Surprising customers
Reliability Fair play
Basic service Teamwork
Service design Employee research
Recovery Servant leadership
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-24
Figure 12.6 Service-Quality Model
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-25
Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-26
Customer Worries
Failure frequency
Downtime
Out-of-Pocket Costs
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-27
For Review
How do we define and classify services and
how do they differ from goods?
What are the new services realities?
How can we achieve excellence in services
marketing?
How can we improve service quality?
How can goods marketers improve customer
support services?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-28