Service Marketing

38問 • 2年前

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is defined as an intangible value offering performed for another party without the transfer of ownership where a physical product may or may not be part of it

Service

defined as physical products that are tangible-acontrast to services.

Goods

Tangible goods with service

Pure good

Intangible service with goods

Pure service

Service is 100% intangible and does not include tangible elements in order to consume the service. For instance, consultancy service to solve a problem or issue faced by a company may not incorporate any physical element to satisfy the customers.

Pure service

The service offering includes a major service with supporting goods.Hospitalization requires medical consultancy (intangible) and medication(physical) for patients' treatment. A patient that experiences excellent careservices (intangible) from the hospital personnel may not be happy if themedication (tangible) could not cure him or her.

Service with some tangible goods

The product consists of equal parts of goods and services. Flight services include the intangible element (flight-travel experience) and physical goods(in-flight food and drinks). Air travelers will equally evaluate both elements.

Hybrid

The market offering consists of a tangible good which includes one or more services known as customer service. Installation service of home furniture.is an illustration of this type of service. Marketers have to ensure that theafter sales service experience is at an acceptable level for the customer.

Goods with some intangible elements

The product is totally tangible and does not require any form of service with the consumption. Consuming sugar or salt does not usually requireany service when the product is consumed.

Pure goods

Evaluation of the product's quality can heabefore the product is purchased. This evaluation is mostly for goodsexample of this a type of evaluation would be the style and colour of a handbag.

High in search qualities

The product quality evaluation is done purchase and the experience of using the product. This type of evaluation is meant for many services. For instance, take a group of people who sa karaoke session, and then evaluates the service drawn from the whakaraoke session experience.

High in experience qualities

Judging of a product's quality is difficult and costly, even after the product has been consumed. Consumers measure quality of a product based on brands and their relationship with the service provider. For instance, a student who takes piano lessons considers the teacher's expertise with the instrument and the ease of communicationwith the teacher.

High in credence qualities

Supply various modes of transportation road, rail, air, water, pipeline, and space.

Transportation services:

Supply goods and services consume by travellers during their travel.

Travel services:

Supply the transmission of sound, images. orother information like TV station and telecommunication companies. It also include postal and courier services like Pos Malaysia and DHL.

Communication services:

Offer building and developing structures like offees.houses, and bridges.

Construction services:

Provide coverage to protect against risk for household, businesses, sports teams, etc.

Insurance services:

Supply financial facilities like saving and current accounts, loans, and transfer of money.

Financial services:

Offer transactions that involve computerdata and news-related service transactions like Reuters.

Computer and information services:

The usage of another party's intellectual property rights by having certain amount as license fees to develop other products. Example will be usage of Disney trademarks to produce stationeries for children.

Royalty services:

Intermediary service that sell manufacturers' products to consumers at large.

Retailers:

Institutions that provide services to the public and they may represent the federal or state governments.

Government:

Provide medical care and treatments to the public andinelude elinies and hospitals.

Health services:

is when a consumercannot not see, smell, taste, feel, or touch a product before it is consumed. Therefore, consumers could not use their sensory to gauge aservice before service consumption. It is a challenge for marketers toconvince a potential customer topurchase a service for the first time.The values derived from the consumption of a service usually doesnot include permanent ownership ofa tangible element. Instead, the valueis derived from the experience of consuming the service.

Intangibility

Unlike unsold goods which could be kept as inventory for a later sale,unused services for a specific timeslot or period cannot be stored forfuture use. A hotel room that is unoccupied fora certain date cannot be stored awayfor the following day. The empty roomis a service loss to the hotel.

Perishability

Service involves people on eitherside, i.e. the service provider and its customers. Both can sometimes be temperamental and have different levels of courtesies, which could affect the level of service rendered. Customers may also have different expectations on the service levels orservice standards. Therefore, there is a tendency for the service to differ when the service is provided by: a. The same service provider for thesame customers at different times, b. The same service provider for different customers, or c. Different service providers in thesame company for the same customers.

Variability

Service experience cannot be separated from the service provider andthe customer because the service isproduced and consumed at the sametime. Customers of a hair salon woulddemand for a haircut from a specifichairdresser. Typically, the hairdressers are the ones customers are mostcomfortable with during the haircut process and the haircut result.Tickets to concerts to K-Pop groupslike Super Junior are usually soldout in Malaysia before the concert, so much so that groups sometimesbperform several concerts a year tofulfil demand from their fans. SuperJunior concerts are irreplaceable withother K-Pop stars to their fans.

Inseparability

This is known as 'servicescapes', which refers to ambient conditions, spatiald and functionality, and signs and symbols used to provide service in the service facility,

Physical Evidence

It is the sequence of events for a service to take place and it is directed atcustomers or their possessions.

Process

refers to services where customers' bodies have to go through tangible actions. Customers have to enter the 'service factory' to receive the service. Examples include haircuts and spa treatment serviceswhere people have to go to salons to get a haircut, or visit spa centres fora massage.

People processing

services occur when people's physical belongings are put through some form of physical action. Car repair services or homeair conditioning cleaning services are examples of this type of service.Sometimes, customers drop-off the product for the service (e.g. car), atother times, the 'service factory' visits the customer (e.g. air conditioningservices at home).

Possession processing

services occur when people's minds are stimulated through intangible actions by the service provider. The customer spends time and effort to receive the services, however he/she need not be in the 'service factory' to receive the service. This service ineludes entertainment and education services where customers go to specific centres to receive the service.

Mental stimulus processing

refers to intangible actions that involve customers' physical assets. Hand phones or mobile phones, the physical asset, can onlybe used to communicate with others if the telecommunication companyprovides mobile telecommunication services for customers.

Information processing

The appearance of physical facilities, equipment, appearance of personnel, andcommunication materials at the 'service factory'.

Tangibles

The ability of service personnel to perform the promised service dependablyand accurately.

Reliability

The willingness of service personnel to help customers and provide prompt service.

Responsiveness

The knowledge and courtesy of service employees and their ability to inspire trust and confidence.

Assurance

The caring, individualized attention the firm provides to its customers.

Empathy

Industrial Revolution

Danny Wee · 16問 · 2年前

Industrial Revolution