Lecture Marketing management - Chapter 10: Services understand nature and importance of services, identify characteristics of services that differentiate them from goods, understand importance of service quality.
Chapter 10 Services Objectives • Understand nature and importance of services • Identify characteristics of services that differentiate them from goods • Understand importance of service quality The Nature and Importance of Services Relationship to economic growth Group I: Singapore, Japan Group II: Thailand, Malaysia; Group III: China, India, Indonesia, Sri Lanka, Iran, Philipine Group IV: Cambodia, Vietnam, Lao, Bangladesh, Mongolia, Nepal, Pakistan Overview • Formula: • Product: Product = physical product (goods) + anything that service can be offered Product = tangible + intangible things to a market for Services are intangible products attention, Quá trình cung dịch vụ liên acquisition, quan đến yếu tố hữu hình use, or định, chất consumption dịch vụ thường vơ hình and that might satisfy a want or need Copyright © Houghton Mifflin Company All rights reserved 14 | What’s a Service? Service: any activity/benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything Its production may or may not be tied to a physical product Services are Everywhere Copyright © Houghton Mifflin Company All rights reserved 14 | What’s a Service? Dịch vụ trình hoạt động bao gồm nhân tố không hữu, giải mối quan hệ người cung cấp với khách hàng tài sản khách hàng mà khơng có thay đổi quyền sở hữu Sản phẩm DV phạm vi vượt phạm vi sản phẩm vật chất Services are Everywhere • Renting a hotel room • watching a professional sport • depositing $ in a • seeing a movie bank • having clothes cleaned at a dry • traveling on an airplane cleaner • getting a haircut • getting advice from a lawyer having car repaired Copyright â Houghton Mifflin Company All rights reserved 14 | Characteristics of Services • Intangible: cannot be seen, tasted, felt or smell before purchasing • Inseparability: Production and consumption • Perishability: Cannot be stored, for resale or later use • Variability: service quality depends on who provides and under what conditions Ko hữu Ko đồng Ko tồn trữ Copyright © Houghton Mifflin Company All rights reserved Ko tách rời DV 14 | WHY MARKETING SERVICE IS DIFFICULTLY? • Intangible: - Difficult for customer to evaluate; - Difficult to advertise and display - Difficult to set and justify price - Service process is usually not protected by patent; • Inseparability - Service producers cannot mass produce services; - Customers must participate in production - Services are difficult to distribute Copyright © Houghton Mifflin Company All rights reserved 14 | WHY MARKETING SERVICE IS DIFFICULTTLY? • Perishability: - Service cannot be stored; - Balancing Demand – Supply is very difficult - Demand may be very time sensitive - Unused capacity is lost forever • Variability (Heterogeneity) in quality - Service quality is difficult to control; - Service delivery is difficult to standardize Copyright © Houghton Mifflin Company All rights reserved 14 | 10 WHY MARKETING SERVICE IS DIFFICULTLY? • Client-based Relationships – interactions resulting in satisfied customers who use a service repeatedly => generating repeat business is challenging • Customer contact – the necessary level of interaction between provider and customer to deliver the service => require high levels of service employee training and motivation; Difficult to achieve lower cost without reducing customer satisfaction Copyright © Houghton Mifflin Company All rights reserved 14 | 11 Determinants of Service Quality Copyright © Houghton Mifflin Company All rights reserved 14 | 12 Determinants of Service Quality Reliability: khả thực DV phù hợp hạn lần Responsiveness: mong muốn sẵn sàng NV Assurance: chuyên môn niềm nở NV Empathy: quan tâm chăm sóc đến cá nhân KH Tangible: ngoại hình, trang phục nhân viên, trang thiết bị phục vụ cho DV Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall Copyright13-13 © Houghton Mifflin Company All rights reserved 14 | 13 Service-Quality Model Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall Copyright © Houghton Mifflin Company All rights reserved 13-14 14 | 14 End of subject Copyright © Houghton Mifflin Company All rights reserved 14 | 15 ... Copyright © Houghton Mifflin Company All rights reserved 14 | 10 WHY MARKETING SERVICE IS DIFFICULTLY? • Client-based Relationships – interactions resulting in satisfied customers who use a service... Houghton Mifflin Company All rights reserved 14 | WHY MARKETING SERVICE IS DIFFICULTTLY? • Perishability: - Service cannot be stored; - Balancing Demand – Supply is very difficult - Demand may be very... chuyên môn niềm nở NV Empathy: quan tâm chăm sóc đến cá nhân KH Tangible: ngoại hình, trang phục nhân viên, trang thiết bị phục vụ cho DV Copyright © 2011 Pearson Education, Inc Publishing as Prentice