Bài giảng quan tri marketing 12
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Slide 1
Chapter 12
Chapter 12
Thi t k và qu n tr ế ế ả ị
Thi t k và qu n tr ế ế ả ị
d ch vị ụ
d ch vị ụ
Slide 2
Mục tiêu
Mục tiêu
Learn how services are defined and
classified.
Understand how service firms improve
their competitive differentiation,
service quality, and productivity.
Identify how goods-producing
companies can improve their customer
support services.
Slide 3
Nature of Services
Nature of Services
The Service Industry includes the:
–
Government sector
–
Private nonprofit sector
–
Business sector
–
Manufacturing sector
Slide 4
Nature of Services
Nature of Services
Service Mix Categories:
–
Pure tangible good: no services
–
Tangible good with accompanying
services
–
Hybrid: equal parts service and goods
–
Major service with accompanying minor
goods and services
–
Pure service
Slide 5
Nature of Services
Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
Cannot be touched, seen,
tasted, heard, or smelled
before purchase
Lack of trial means
higher consumer risk
Consumers rely on cues
to draw quality
inferences
Marketers must try to
“tangibilize the
intangible”
Slide 6
Nature of Services
Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
Services are produced
and consumed at the
same time (air travel)
Service providers and
sometimes other
customers become part
of the service (restaurant)
Strong preferences for
service providers exist
Slide 7
Nature of Services
Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
Service providers vary
with respect to attitudes,
skills, mood, etc. Even
the same provider may
give different service on
a different day.
Quality control is critical:
–
Hiring the right people
–
Standardizing service
–
Monitoring satisfaction
