Lecture Marketing management: Chapter 10 – Nguyễn Thị Trang Nhung

Lecture Marketing management - Chapter 10: Services understand nature and importance of services, identify characteristics of services that differentiate them from goods, understand importance of service quality.

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Chapter 10

Services

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• Understand nature and importance of services

• Identify characteristics of services that

differentiate them from goods

• Understand importance of service quality

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The Nature and Importance of Services

Relationship to economic growth

Group I: Singapore, Japan

Group II: Thailand, Malaysia;

Group III: China, India, Indonesia, Sri Lanka, Iran, Philipine

Group IV: Cambodia, Vietnam, Lao, Bangladesh, Mongolia, Nepal, Pakistan

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• Product:

anything that

can be offered

to a market for

attention,

acquisition,

use, or

consumption

and that might

satisfy a want

or need.

• Formula:

Product = physical product (goods) + service

Product = tangible + intangible things

Services are intangible products

Quá trình cung dịch vụ có thể liên

quan đến những yếu tố hữu hình nhất định, nhưng về bản chất thì dịch vụ thường là vô hình

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What’s a Service?

Service: any activity/benefit that one party can

offer to another that is essentially intangible and does not result in the ownership of anything Its production may or may not be tied to a physical

product.

Services are Everywhere

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What’s a Service?

 Dịch vụ là một quá trình hoạt động bao gồm các nhân

tố không hiện hữu, giải quyết các mối quan hệ giữa

người cung cấp với khách hàng hoặc tài sản của

khách hàng mà không có sự thay đổi quyền sở hữu Sản phẩm của DV có thể trong phạm vi hoặc vượt quá phạm vi của sản phẩm vật chất.

• Renting a hotel room

• depositing $ in a

bank

• traveling on an airplane

• getting a haircut

• having car repaired

• watching a professional sport

• seeing a movie

• having clothes cleaned at a dry cleaner

• getting advice from a lawyer

Services are Everywhere

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Characteristics of Services

• Intangible: cannot be seen, tasted, felt or smell

before purchasing

• Inseparability: Production and consumption

• Perishability: Cannot be stored, for resale or later

use

• Variability: service quality depends on who provides

and under what conditions

Ko

hiện

hữu

Ko đồng nhất

Ko tồn trữ

Ko tách rời

DV

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WHY MARKETING SERVICE IS

DIFFICULTLY?

• Intangible:

- Difficult for customer to evaluate;

- Difficult to advertise and display

- Difficult to set and justify price

- Service process is usually not protected by patent;

• Inseparability

- Service producers cannot mass produce services;

- Customers must participate in production

- Services are difficult to distribute

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DIFFICULTTLY?

• Perishability:

- Service cannot be stored;

- Balancing Demand – Supply is very difficult

- Demand may be very time sensitive

- Unused capacity is lost forever

• Variability (Heterogeneity) in quality

- Service quality is difficult to control;

- Service delivery is difficult to standardize

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DIFFICULTLY?

• Client-based Relationships – interactions

resulting in satisfied customers who use a

service repeatedly => generating repeat

business is challenging

• Customer contact – the necessary level of

interaction between provider and customer to

deliver the service => require high levels of

service employee training and motivation;

Difficult to achieve lower cost without reducing

customer satisfaction

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Determinants of Service Quality

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13-13

Determinants of Service Quality

1 Reliability: khả năng thực hiện DV phù hợp và đúng

hạn ngay lần đầu tiên

2 Responsiveness: mong muốn và sẵn sàng của NV

3 Assurance: chuyên môn và sự niềm nở của NV

4 Empathy: quan tâm chăm sóc đến từng cá nhân KH

5 Tangible: ngoại hình, trang phục nhân viên, trang

thiết bị phục vụ cho DV

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Service-Quality Model

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End of subject

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