24市场营销讲义.ppt
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Objectives
Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services
Inseparability Services cannot
be separated from their providers
Perishability Services cannot
be stored for later sale or use
Intangibility Use cues to make it tangible
©2000 Prentice Hall
Categories of Service Mix
Pure Tangible
Good
Tangible Good w/
Services
Hybrid
Major Service w/ Goods
Pure Service
©2000 Prentice Hall
Intangibility Services cannot be seen, tasted,
Service Excellence
Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees & Customers Managing Productivity
Variability Standardize
service production & delivery
©2000 Prentice Hall
Services
Inseparability Increase
productivity of providers
Perishability Match supply and demand
Service Differentiation
Offer Delivery
©2000 Prentice Hall
Image
Determinants of Service Quality
Reliability Responsiveness Assurance Empathy Tangibles
©2000 Prentice Hall
©2000 Prentice Hall
Fra Baidu bibliotek
©2000 Prentice Hall
Complaint Resolution
Hiring Criteria & Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types & Sources of Complaints
felt, heard, or smelled before
purchase
Variability Quality of services depends on who provides them and when, where, and how
©2000 Prentice Hall
Services
Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services
Inseparability Services cannot
be separated from their providers
Perishability Services cannot
be stored for later sale or use
Intangibility Use cues to make it tangible
©2000 Prentice Hall
Categories of Service Mix
Pure Tangible
Good
Tangible Good w/
Services
Hybrid
Major Service w/ Goods
Pure Service
©2000 Prentice Hall
Intangibility Services cannot be seen, tasted,
Service Excellence
Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees & Customers Managing Productivity
Variability Standardize
service production & delivery
©2000 Prentice Hall
Services
Inseparability Increase
productivity of providers
Perishability Match supply and demand
Service Differentiation
Offer Delivery
©2000 Prentice Hall
Image
Determinants of Service Quality
Reliability Responsiveness Assurance Empathy Tangibles
©2000 Prentice Hall
©2000 Prentice Hall
Fra Baidu bibliotek
©2000 Prentice Hall
Complaint Resolution
Hiring Criteria & Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types & Sources of Complaints
felt, heard, or smelled before
purchase
Variability Quality of services depends on who provides them and when, where, and how
©2000 Prentice Hall
Services