24306 Lecture 2: Lecture 2 - The Art & Science of Delivering Services
Document Summary
The art & science of delivering services: objectives of products. Goods: offer a price, competitive product to attract customers. Services: intangibility of services makes it harder to meet expectations: different levels of products (services hard to explain using this model, core benefit (communication with friends) 2. Actual product (iphone: augmented product (app store) *actual product hard to define/specify dimensions in services (no quantifiable measures: augmented service model. Core service: e. g. bank accounts (financial institution) User interface: crucial aspect (communication/participation with cus) Facilitating: required to provide core service (e. g. atm machines) Supporting: auxiliary (optional services that doesn"t relate directly to core value adding elements e. g. waiting rooms) * customers have an impact on the level/quality of service received. * core services easily copied (use supporting/facilitating to stand out) Or use no supporting services to stand out (no free meals on flights: mental stimulus processes. People (tangible directed at peoples bodies: health care/hairdressing) Possession (tangible directed at physical possessions: phone repairs)
