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Copyright © Houghton Mifflin Company. All rights reserved. 2 | 1
Chap 2: Frameworks for Managing the Customer’s Experience
Objectives1. To examine the key components of the service
experience2. To describe three different frameworks that
capture the customer’s service experience: – Services marketing mix– Servuction framework– Services theater framework
3. To provide an in-depth illustration of service as theater
4. To discuss the emotional aspect of the service experience
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Components of theService Experience
1. Service workers – Those who interact with customers, and those who contribute to the service delivery out of the customers' sight.
2. Service setting – The environment in which the service is provided to the customer and areas of the organization to which the customer normally has little access.
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Components of theService Experience (cont’d)
3. Service customers – The persons receiving the service (e.g., the diner or the depositor) and others who share the service setting with them.
4. Service process – The sequence of activities necessary to deliver the service.
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Framing the Service Experience
• Service frameworks perform several important functions:– Aid comprehension of service experiences by
describing their components. – Make communicating about diverse services much
easier since a framework may include components that are applicable to them all.
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Framing the ServiceExperience (cont’d)
• The Services Marketing Mix• The Servuction Framework• The Services Theater Framework
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The ServicesMarketing Mix Framework
• Adds three new Ps to the four Ps of the traditional marketing mix:– Participants are all people, whether customers and
workers, who are involved in the service production. – Physical evidence means the service environment
and other tangible aspects of the service that facilitate or communicate the nature of the service.
– Process of service assembly refers to the procedures and flow of activities that contribute to the delivery of the service.
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The Servuction Framework
• The service’s invisible organization and system – Aspects contributing to the service production
beyond the customers’ view.
• The visible elements include:– The inanimate environment (the physical setting in
which the service is performed)– The contact personnel (the employees who directly
interact with the customer to provide the service)– Customer A (the customer receiving the service)
and customer B (others who may be present in the visible area)
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The Servuction Framework (cont’d)
• The bundle of service benefits a customer receives grows out of the interaction with the contact personnel (e.g., their courtesy and competence) and the inanimate service environment (e.g., its comfort and decor).
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The Servuction Framework (cont’d)
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The Services Theater Framework
• Actors (service workers) are those who work together to create the service for an audience (customers).
• Setting (service environment) is where the action or service performance unfolds.
• Performance is the dynamic result of the interaction of the actors, audience, and setting.
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The Services TheaterFramework (cont’d)
• The frontstage actions that service actors perform for the customers usually rely on significant support from the backstage.
• Much of the planning and execution of the service experience occurs backstage, away from the audience’s inspection.
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The Services TheaterFramework (cont’d)
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Comparing ServiceExperience Frameworks
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Raising the Curtainon Services Theater
• Why will the Services Theater Framework be used throughout this textbook?– It’s easy to use.– Most people will intuitively understand it.– It employs simple and fun concepts.
• Subway example
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The Emotional Side of Services
• Realization that services involve people as customers and/or employees
• People interact with each other• People are affected by their surroundings • The service experience can be positive or
negative based on emotions displayed or evoked during the encounter
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Supplemental Slides
• Marketing of Services (implications of category characteristics: tangible act, intangible act, the recipient, the setting, the actor)
• Chapter Web Sites
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Marketing of Services
• Category characteristics of services• The act and the recipient of the act• The setting of the interaction• The actor
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Marketing of Services (cont’d)
• Category characteristics present managerial implications as situations to be addressed with the marketing mix.
• Tangible act – The outcome is tangible, direct contact with the recipient of the act. Therefore:– For the customer: Outcome is evidence of service
performance; process may be hidden if the recipient is a “thing,” and completely visible if the recipient is the “person.”
– For the marketer: Managing customer interaction is more critical when the recipient is the “person.”
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Marketing of Services (cont’d)
• Category characteristics present managerial implications as situations to be addressed with the marketing mix.
• Intangible act – The outcome is intangible, direct or indirect contact with the recipient of the act. Therefore,– For the customer: Outcome is hard to see and
evidence of service performance may be in the process itself.
– For the marketer: Opportunities to demonstrate service performance may include many elements of the process and not just the outcome of the service performance.
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Marketing of Services (cont’d)
• Category characteristics present managerial implications as situations to be addressed with the marketing mix.
• The recipient – Can be a person or a thing; and can be shared with other customers. Therefore:– For the customer: The service performance might
require direct or indirect interaction; or, the service experience could be affected by other customers.
– For the marketer: The service performance can be dependent on recipient behavior.
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Marketing of Services (cont’d)
• Category characteristics present managerial implications as situations to be addressed with the marketing mix.
• The setting – Can be face-to-face or via technology (e.g., cyberspace). Therefore:– For the customer: Some interactions require going to
the service factory while others may be conducted from anywhere, such as home, office, etc.
– For the marketer: Service delivery and setting have to be configured to meet customer preferences.
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Marketing of Services (cont’d)
• Category characteristics present managerial implications as situations to be addressed with the marketing mix.
• The actor – The service performance may be conducted by people, equipment, or a people-equipment combination. Therefore:– For the customer: Product needs to be available and
produced when needed.– For the marketer: Supply must match demand,
otherwise (revenue) opportunity to produce is lost; the task is to manage rather than to build demand.