ServicesMarketing英文版知識點ServicesMarketing

Chapter11TheGoods-ServicesContinuumCharacteristicsofServiceProductsDeterminantsofServiceQualityServiceMarketingPureServiceCategoriesofServiceMixTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleGoodSEARCHQUALITITESOFGOODSANDSERVICESServiceshavefewersearchcharacteristicsthangoods.Searchquality:acharacteristicsthatcanbeeasilyassessedbeforepurchase

DifferencesbetweenServicesandGoodsServiceshavemoreexperiencecharacteristicsthangoods.Experiencequality:acharacteristicthatcanbeassessedonlyafteruseDifferencesbetweenServicesandGoodsServiceshavemorecredencequalitiesthangoodsCredencequality:acharacteristicthatconsumersmayhavedifficultyassessingevenafterpurchasebecausetheydonothavethenecessaryknowledgeorexperienceCharacteristic Client

relationshipPerishabilityServicesServicesofteninvolveanongoingpersonalrelationship.IntangibilityCharacteristicsthatDistinguishServicesfromGoodsSlide11-1aTable11.1GoodsGoodsofteninvolveanimpersonal,short-termrelationship,althoughrelationshipstrengthanddurationareincreasing.Goodscanbeplacedininventoryforuseatanothertime.Servicescanbeusedonlyatthetimetheyareoffered.Thecustomerownsonlymemoriesoroutcomes,suchasgreaterknowledgeorstyledhair.Thecustomerownsobjectsthatcanbeused,resold,orgiventoothers.Characteristic InseparabilityCustomer

effortServicesServicesoftencannotbeseparatedfromthepersonprovidingthem.UniformitySlide11-1bTable11.1GoodsGoodstypicallyareproducedandsoldbydifferentpeople.Customer’sinvolvementmaybelimitedtobuyingcompletedproductandusingit.Customercanbemoreinvolvedinproductionofservices.Becauseofinseparabilityandhighinvolvement,eachservicemaybeunique,withthequalitylikelytovary.Variationsinqualityandvariancefromstandardscanbecorrectedbeforecustomerspurchaseproducts.CharacteristicsthatDistinguishServicesfromGoodsMarketingImplications:Intangibility1.REDUCESERVICECOMPLEXITY2.STRESSTANGIBLECUES3.MAKINGCOMMUNICATIONSMOREVIVID4.FOCUSONSERVICEQUALITYMarketingImplications:InseparabilityFocusonpersonalattentionMoreemphasisondistributingtheserviceintherightwayTrainingMarketingImplications:InconsistencyPaycloseattentiontorecruitment,selection,placementandtrainingofpersonnelMonitorqualitythroughsurveysStressstandardizationandperformanceconsistencyMarketingImplications:PerishabilityMarketingImplications:PerishabilityHiringpart-timeemployeesEmployingpeak-timeefficiencypracticesIncreasingconsumerparticipationSharingorrentingfacilitiesCross-trainingofemployeesSERVICEQUALITYWhycareaboutservicequality?PoorqualityputsfirmsatcompetitivedisadvantageValueaddedservicesmaybeonlywaytogaincompetitiveadvantageGoodservicequalitymayprovideshelterfrompricecompetitionSatisfiedcustomersarevaluable,lostcustomersareexpensiveDimensionsofservicequality Exlesofquestions

DimensionandDefinition StockBrokerageCustomersMightaskReliability:

Abilitytoperformthepromised Doesthestockbrokerfollowexactinstructions

servicedependablyandaccurately tobuyorsell?Tangibles:

Appearanceofphysicalfacilities, Isthemonthlyreporteasytoreadand

equipment,personnel,and understand?

communicationmaterialsResponsiveness:

Willingnesstohelpcustomers Ismystockbrokerwillingtoanswermy

andprovidepromptservice questions?Assurance:

Knowledgeandcourtesyof Doesmybrokerrefrainfromactingbusyor

employeesandtheirabilityto beingrudewhenIaskquestions?

conveytrustandconfidenceEmpathy:

Caring,individualized Doesmybrokertrytodeterminewhatmy

attentionprovidedcustomers specificfinancialobjectivesare?ImplicationsofQ=P-EModelP>EDelightconsumerP<EConsumerlostP=EConsumergetswhatisexpected:VulnerabletocompetitionServiceperformanceWhenthingsgowrong:P<ERethinkrelationship,tellfriendsLookatserviceprovider’sreaction:Noexplanationandnochangeinbehavior:WORSTCorrectiveactionwithoutexplanation:OKexplanationandcorrectiveaction:BESTThreeTypesofMarketing

inServiceIndustriesInternalmarketingCompanyCustomersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingser