ADM 2320 Lecture Notes - Lecture 9: Zappos, Dry Cleaning, Services Marketing
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What are the unique characteristics?
1.
How to access service quality?
2.
How to provide excellent service quality?
3.
How to recover from poor service quality?
4.
Friendly waiter - greater tip
•
covering
•
Good services:
Service - any intangible offering that involves a deed, performance or effort that
cannot be physically possessed - cannot touch it, feel it
E.g. customer service - firms undertake to help satisfy customer needs and
wants--> adds value to the products
Less expensive to manufacture their product in developing countries
1.
Consumers have high value on convenience and leisure e.g. laundry, dry
cleaning, hair care - all done by specialists
2.
Complicated world - more demand for specialized services
3.
Most services in developed countries are thriving in services rather than
products:
Services marketing differs from product marketing
Cannot separate the service provider and service provided
➢
Buyer and seller must be present
➢
Warranties and guaranties to lower the risk for the consumer
▪
Strategies
➢
Inseparable - it is produced and consumed at the same time - that is
service and consumption are inseparable
1.
Cues,
▪
images,
▪
Atmosphere
▪
Strategies:
➢
Intangible - a characteristic of a service; it cannot be touched, tasted or
seen like a pure product can
2.
Varies from one experience to the next
➢
Depends on the knowledge of the person providing the service
➢
Inconsistent - its quality may vary because it is provided by humans
3.
Unique Characteristics affecting service:
10- The Intangible product
Tuesday, 7 November, 2017
2:06 PM
Marketing Page 1
Document Summary
Service - any intangible offering that involves a deed, performance or effort that cannot be physically possessed - cannot touch it, feel it. E. g. customer service - firms undertake to help satisfy customer needs and wants--> adds value to the products. Most services in developed countries are thriving in services rather than products: Less expensive to manufacture their product in developing countries. Consumers have high value on convenience and leisure e. g. laundry, dry cleaning, hair care - all done by specialists. Complicated world - more demand for specialized services. Inseparable - it is produced and consumed at the same time - that is service and consumption are inseparable. Cannot separate the service provider and service provided. Warranties and guaranties to lower the risk for the consumer. Intangible - a characteristic of a service; it cannot be touched, tasted or seen like a pure product can. Inconsistent - its quality may vary because it is provided by humans.