Managing ServicesManaging Services

Chapter 12Chapter 12

ServicesServices

Intangible items for which consumers Intangible items for which consumers exchange something of valueexchange something of value 4x larger than goods industry4x larger than goods industry

4 I’s of Service4 I’s of Service

IntangibilityIntangibility InconsistencyInconsistency InseparabilityInseparability InventoryInventory

Idle production Idle production capacitycapacity

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Services ContinuumServices Continuum

A range of the services-oriented and A range of the services-oriented and goods-oriented available in the goods-oriented available in the marketplacemarketplace

Service ClassificationService Classification

People delivery v. Equipment People delivery v. Equipment deliverydelivery

Profit v. NonprofitProfit v. Nonprofit Government sponsored v. Non-Government sponsored v. Non-

government Sponsoredgovernment Sponsored

Assessing Purchase Process Assessing Purchase Process and Service Qualityand Service Quality

PropertiesProperties SearchSearch ExperienceExperience CredenceCredence

Assessing Service Assessing Service QualityQuality Gap analysisGap analysis

Four factorsFour factors ServicescapeServicescape Service providersService providers Other customersOther customers Invisible organization Invisible organization

and systemsand systems

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Relationship Marketing and Relationship Marketing and ServicesServices

Customer Contact AuditCustomer Contact Audit Marks “contact points”Marks “contact points”

Marketing ServicesMarketing Services

Internal MarketingInternal Marketing Employee-focusEmployee-focus

ProductProduct ExclusivityExclusivity BrandingBranding Capacity ManagementCapacity Management

Marketing ServicesMarketing Services

PricingPricing Off-peak pricingOff-peak pricing

PlacePlace PromotionPromotion

PublicityPublicity