Service Marketing
Autor: Michael Bekker • April 10, 2017 • Course Note • 1,583 Words (7 Pages) • 674 Views
Marketing 324
Service Marketing
CHAPTER 1 – Introduction to Services
- Technology offers companies ways to offer services like before but on another platform which makes them much more successful
With services – forced to stay focused on the customer because it is not always clear what they want
- Cannot market services without having the consumer involved
- Co-creating
Services are intangible deeds and performances [pic 1]
Lovelocks Classification of Services
People as Recipients | Possessions as Recipients | |
Tangible Actions | Services Directed at People’s Bodies Key part of the delivery - physically present to enact your role in the service experience
| Services Directed at People’s Tangible Possessions do not require the customer to be present when service is delivered but must be there at the start and end
|
Intangible Actions | Services Directed at People’s Minds Service can be delivered whether the customer is present (universities) or from a distance (internet)
| Services Directed at Intangible Assets/Possessions Very little interaction between customer and org. takes place
|
Tangibility Spectrum
Tangibility Spectrum shows that services tend to be more intangible than manufactured products and manufactured products tend to be more tangible than services
- Although they do contain some elements of the other
Service industries and companies – core product is a service, provide or sell services as their core offering
Services as products – intangible product offerings, service products are sold by service companies and non-service companies (manufacturers and technology companies)
Services as experiences – service companies provide a service creating memorable events for their customers with the memory of experience becoming a product (hospitality and Disney Land)
Customer Services – service provided to support company’s core products
Service dominant logic – all products and physical goods are valued for the services they provide
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