Services Marketing
Terms
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- Credence Qualities
- Characteristics the consumer may find impossible to evaluate even after purchase and consumption. Eg: Appendix operations, oil filter change in car, tv repair)
- What are the stages of the consumer decision making process?
- 1. The pre-purchase stage 2. The service encounter/consumption stage 3. The post-purchase stage
- Physical Evidence
- The environment in which the service is delivered and where the firm and customer interact. Eg: Equipment, signage, the building, employee dress and other tandibles
- Process
- The actual procedures, mechanisms and flow of activities by which the service is delivered.
- What are the two evaluation categories for consumer products?
- 1. Search qualities- attributes a consumer can determine before purchasing a product eg: colour, style, smell. 2. Experience qualities: Attributes that can be discerned only after purchase or during consumption. Eg: taste, wearability, (restaurant meals, haircuts etc)
- Possession Processing
- Tangible actions to goods of physical possessions. Eg: Lawn moving, dog walking, laundry and car repairs
- Mental Stimulus Processing
- Intangible actios to people. Eg: education, music, concerts, tv
- Information Processing
- Intangible actions directed at intangible assets. Eg: Investment banking, legal services, accounting services.
- Characteristics of Services compared to goods?
- 1. Intangibility 2. Heterogeneity 3. Simultaneous production and consumption 4. Perishability
- Intangibility
- Services cannot be inventoried, easily patented, readily displayed or communicated and pricing is difficult.
- Heterogeneity
- Service delivery & customer satisfaction depend on employee and consumer actions, uncontrollable factors, there is no sure knowledge that the service delivered matches what was planned and promoted.
- Simultaneous production and consumption
- Customers participate in and affet the transactions, employees affect the service outcome, mass production is difficult.
- Perishability
- Services cannot be returned or resold, difficult to synchronize supply and demand.
- Definition: Services Marketing
- acts performances and experiences, that is the production and delivery of a service
- How can services be classified?
- 1. Degree of tangibility 2. who/what is the recipient of service processes 3. The place of the service delivery 4. Customisation vs Standardisation 5. Formal/Informal relationship with customer Discrete vs continuous services 6. High contact vs Low contact
- People Processing
- Service to a person\'s body eg: Restaurant Hairdresser Gym Massage
- What are the four classifications of services?
- 1. People processing 2. Possession Processing 3. Mental Stimulus processing 4. Informative processing
- 7 P\'s and which ones are additional because of services
- 1. Product 2. Place 3. Price 4. Promotion 5. People 6 Physical evidence 7. Process (the last three are because of services)
- People
- All human actors who play a part in service and delivery and influence buyer perceptions - Employees, the customer, other customers in the service environment etc