Managing Services

1
Managing Services

• Chapter 12

2
The Uniqueness of Services

• Services intangible items such as airline
  trips, financial advice, or automobile repair
  that an organization provides to consumers.
• The Four Is of Service
• Intangibility cant be held touched or seen
• Inconsistency quality varies
• Inseparability consumer cant separate the
  deliverer from the service
• Inventory many items are perishable and contain
  additional costs

3
The Service Continuum

• The range from the tangible to the intangible or
  good-dominant to service-dominant offerings

4
Classifying Services

• Delivery by People or Equipment
• Profit or Nonprofit Organizations
• Government Sponsored or Not

5
How Consumers Purchase Services

• The Purchase Process
• Search Properties
• Experience Properties
• Credence Properties
• Assessing Service Quality
• Gap Analysis

6
How Consumers Purchase Servicescont.

• Customer Contact and Relationship Marketing
• Customer Contact Audit
• Relationship Marketing

7
Managing the Marketing of Services

• Product
• Exclusivity
• Branding
• Capacity Management
• Pricing
• Place (Distribution)
• Promotion