ADM 2320 Lecture Notes - Lecture 9: Zappos, Dry Cleaning, Services Marketing
28 Jun 2018
School
Department
Course
Professor
What are the unique characteristics?
1.
How to access service quality?
2.
How to provide excellent service quality?
3.
How to recover from poor service quality?
4.
Friendly waiter - greater tip
•
covering
•
Good services:
Service - any intangible offering that involves a deed, performance or effort that
cannot be physically possessed - cannot touch it, feel it
E.g. customer service - firms undertake to help satisfy customer needs and
wants--> adds value to the products
Less expensive to manufacture their product in developing countries
1.
Consumers have high value on convenience and leisure e.g. laundry, dry
cleaning, hair care - all done by specialists
2.
Complicated world - more demand for specialized services
3.
Most services in developed countries are thriving in services rather than
products:
Services marketing differs from product marketing
Cannot separate the service provider and service provided
➢
Buyer and seller must be present
➢
Warranties and guaranties to lower the risk for the consumer
▪
Strategies
➢
Inseparable - it is produced and consumed at the same time - that is
service and consumption are inseparable
1.
Cues,
▪
images,
▪
Atmosphere
▪
Strategies:
➢
Intangible - a characteristic of a service; it cannot be touched, tasted or
seen like a pure product can
2.
Varies from one experience to the next
➢
Depends on the knowledge of the person providing the service
➢
Inconsistent - its quality may vary because it is provided by humans
3.
Unique Characteristics affecting service:
10- The Intangible product
Tuesday, 7 November, 2017
2:06 PM
Marketing Page 1
Document Summary
Service - any intangible offering that involves a deed, performance or effort that cannot be physically possessed - cannot touch it, feel it. E. g. customer service - firms undertake to help satisfy customer needs and wants--> adds value to the products. Most services in developed countries are thriving in services rather than products: Less expensive to manufacture their product in developing countries. Consumers have high value on convenience and leisure e. g. laundry, dry cleaning, hair care - all done by specialists. Complicated world - more demand for specialized services. Inseparable - it is produced and consumed at the same time - that is service and consumption are inseparable. Cannot separate the service provider and service provided. Warranties and guaranties to lower the risk for the consumer. Intangible - a characteristic of a service; it cannot be touched, tasted or seen like a pure product can. Inconsistent - its quality may vary because it is provided by humans.
