MKTG2004 Lecture Notes - Lecture 8: Marketing Week, Valarie Zeithaml, Customer Service
Document Summary
Ma r ket i n g week 8: intangible, inseparable, perishable, variable. Services: characteri stics and concepts (cid:862) ervi(cid:272)es are deeds, pro(cid:272)esses & perfor(cid:373)a(cid:374)(cid:272)es that are provided or (cid:272)o-produced by o(cid:374)e e(cid:374)tit(cid:455) or perso(cid:374) for a(cid:374)other e(cid:374)tit(cid:455) or perso(cid:374)(cid:863) (cid:894))eitha(cid:373)l et al. (cid:1006)(cid:1004)(cid:1005)(cid:1007)(cid:895) Services include: service industries and firms, services as the core product, customer service, services derived from using physical products, services as value-added components of physical products. Shostack (1977), breaking free from product marketing, journal of marketing 41 (april), p. 73-80. I(cid:374)ta(cid:374)gi(cid:271)le: (cid:455)ou (cid:272)a(cid:374)(cid:859)t hold or tou(cid:272)h a servi(cid:272)e. Perisha(cid:271)le: (cid:455)ou (cid:272)a(cid:374)(cid:859)t store a(cid:374)d u(cid:374)used servi(cid:272)e for later. Variable: no two encounters will be the same (aka heterogenous) Create physical evidence of the service e. g. facilities, signage, uniforms, documents, materials. Reduce perceived risk e. g. describe service process and quality guarantees. Emphasise the service benefits or outcomes e. g. the home obtained through a mortgage. Manage customer demand across peaks and troughs: e. g. time-based pricing, extended hours, queuing systems.