Chapter 13 - Services: the intangible product. In this chapter you will learn: Describe how the marketing of services differs from the marketing of products, discuss the four gaps in the service gap model, examine the five service quality dimensions, explain the zone of tolerance, identify three service recovery strategies.
Trang 1SERVICES:
THE INTANGIBLE PRODUCT
13
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LEARNING OBJECTIVES
differs from the marketing of products.
Model.
Services: The Intangible Product
Trang 3Services Marketing Differs from Product Marketing
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Trang 5Inseparable Production and Consumption
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Heterogeneous
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Trang 7How are each of these perishable services?
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CHECK YOURSELF
1 What are the four marketing elements that
distinguish services from products?
2 Why can’t we separate firms into just service or just product sellers?
Trang 9The Knowledge Gap:
Understanding Customer Expectations
The Knowledge
Gap
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Understanding Customer Expectations
versus
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Trang 11Evaluating Service Quality
The appearance
of physical facilities, equipment, personnel, and communication materials.
TANGIBLES
The caring, individualized attention provided to customers.
EMPATHY
The knowledge
of and courtesy
by employees and their ability
to convey trust and confidence
ASSURANCE
The willingness
to help customers and provide prompt service.
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The Standards Gap:
Setting Service Standards
Developing systems to ensure high-quality service
Setting standards for quality
Trang 13The Delivery Gap:
Delivering Service Quality
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The Communications Gap:
Communicating the Service Promise
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Trang 15CHECK YOURSELF
1 Explain the four service gaps identified by the
Gaps Model.
2 List at least two ways to overcome each of the
four service gaps.
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Service Recovery
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The communications gap refers to the
difference between the actual service provided to customers and the service that the firm’s
promotion program promises.
Glossary
Trang 19The delivery gap is the difference between the
firm’s service standards and the actual service it provides to customers.
Glossary
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The knowledge gap reflects the difference
between customers’ expectations and the firm’s
perception of those customer expectations
Glossary
Trang 21A service is any intangible offering that involves a
deed, performance, or effort that cannot be
physically possessed.
Glossary
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Service quality is the customers’ perceptions of
how well a service meets or exceeds their
expectations.
Glossary
Trang 23The standards gap is the difference between the
firm’s perceptions of customers’ expectations and the service standards it sets.
Glossary
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A voice-of-customer (VOC) program collects
customer inputs and integrates them into
managerial decisions.
Glossary
Trang 25A zone of tolerance is the area between
customers’ expectations regarding their desired
service and the minimum level of acceptable
service.
Glossary