Management and Organizational Studies 2320A/B Chapter Notes - Chapter 10: Competitive Service, Shortage

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Services marketing differs from product marketing because of 4 mental differences unique to services: intangible, inseparable, variable and perishable. Differences make marketing service more challenging than products. = cant be touched, tasted, or seen like a pure product can. Inconsistent its quality may vary because its provided by humans. Providing great service: gaps model not easy, requires effort to analyze services processes step by step in order to improve them. Gaps model designed to highlight those areas where customers believe they are getting less or poorer services than they expect (gaps) and how these can be closed. Service gap: delivery of service fails to meet expectations that customers have about how it should be delivered. Gaps model designed to encourage systematic examination of all aspects of the service delivery process and prescribe the steps needed to develop an optimal service strategy.