Managing Services - PowerPoint PPT Presentation

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Managing Services

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Services: intangible items such as airline trips, financial advice, or ... Inseparability: consumer can't separate the deliverer from the service ... – PowerPoint PPT presentation

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Title: 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
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