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WEEK13

The document discusses the key differences between goods and services, the characteristics of services, and how to manage service quality. Services are intangible, inseparable from their providers, can vary in quality, and are perishable unlike goods. The marketing of services emphasizes people, processes, and physical evidence. Managing service quality involves meeting and exceeding customer expectations across reliability, responsiveness, assurance, empathy, and tangibles dimensions.

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deklerkkimberey45
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38 views17 pages

WEEK13

The document discusses the key differences between goods and services, the characteristics of services, and how to manage service quality. Services are intangible, inseparable from their providers, can vary in quality, and are perishable unlike goods. The marketing of services emphasizes people, processes, and physical evidence. Managing service quality involves meeting and exceeding customer expectations across reliability, responsiveness, assurance, empathy, and tangibles dimensions.

Uploaded by

deklerkkimberey45
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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WEEK13

MARKETING OF SERVICES
Marketing of Services

What is a
service
Services vs Goods

Physical goods Services


tangible intangible
homogeneous heterogeneous
Production and distribution are Production, distribution and
separated from consumption consumption are simultaneous
processes
A thing or object An activity or process
Core value processed in factory Core value produced in the buyer-seller
interaction
Customers do not participate in the Customers participate in production
production process
Can be kept in stock Cannot be kept in stock
Transfer of ownership is possible No transfer of ownership
Services vs Goods

Physical goods Services


tangible intangible
homogeneous heterogeneous
Production and distribution are Production, distribution and
separated from consumption consumption are simultaneous
processes
A thing or object An activity or process
Core value processed in factory Core value produced in the buyer-seller
interaction
Customers do not participate in the Customers participate in production
production process
Can be kept in stock Cannot be kept in stock
Transfer of ownership is possible No transfer of ownership
Characteristics of services

• Intangibility-Services cannot be seen, tasted,


felt, heard or smelled e.g., the well being one
feels from spending time in the gym
• Inseparability-Services cannot be separated
from their providers.
• Variability-Quality of services depends on
who provides them, when, where and how.
• Perishability-Services cannot be stored for
later use
Characteristics of services

• Intangibility-Services cannot be seen, tasted,


felt, heard or smelled e.g. the well being one
feels from spending time in the gym
• Inseparability-Services cannot be separated
from their providers.
• Variability-Quality of services depends on who
provides them, when, where and how.
• Perishability-Services cannot be stored for
later use
Marketing of Services
Marketing of Services

• Services marketing emphasizes more on People,


Processes and Physical evidence
• People - affect the service experience through
interaction and relationships.
• Employees of service businesses influence the service
encounter and the role of internal marketing.
• Customers and their roles: as co-producers of services,
as users of services, and as an influence on other
customers
Marketing of Services

Process what a customer experiences in service


provision.
• Flow of activities, Number of steps, Level of
customer involvement in the processes
Marketing of Services

• Physical evidence- is the environment in


which the service is delivered.
• Any tangible elements that facilitate the
interaction and can be tied to the service
experienced .
Managing Quality of Services

What is service
quality?
Managing Quality of Services

• Service quality is the difference


between customer expectations and
perceptions of actual service
delivered.
• objective of any service quality
manager is to ensure that perceived
service equals or exceeds expected
service.
Managing Quality of Services
(Measures/Dimensions/determinants)
Reliability-the ability to perform the promised
service dependably and accurately.
Responsiveness- the willingness to help customers
and to provide prompt service.
Assurance – The knowledge and courtesy of
employees and their ability to convey trust and
confidence.
Empathy- The provision of caring, individualized
attention to customers.
Tangibles- The appearance of physical facilities,
equipment, personnel and communication
materials
Managing Quality of Services

• Customer retention
• High quality standards-watch service
performance closely including
competitor performance
• Defect free service
• Service recovery
How can you ensure service quality in
government hospitals?
List 10 things you dislike about Mkt 100…How
would you rate service quality Mkt 100?

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