Essay About Service Marketing And 324Service Marketing Chapter

Service Marketing
Marketing 324Service Marketing CHAPTER 1 – Introduction to Services Technology offers companies ways to offer services like before but on another platform which makes them much more successfulWith services – forced to stay focused on the customer because it is not always clear what they wantCannot market services without having the consumer involvedCo-creating Services are intangible deeds and performances [pic 1]Lovelocks Classification of ServicesPeople as RecipientsPossessions as RecipientsTangible ActionsServices Directed at People’s Bodies Key part of the delivery – physically present to enact your role in the service experiencePassenger TransportationHealthcareSpa Treatments Services Directed at People’s Tangible Possessionsdo not require the customer to be present when service is delivered but must be there at the start and endCourier ServicesCar RepairLaundry and Dry Cleaning Intangible ActionsServices Directed at People’s MindsService can be delivered whether the customer is present (universities) or from a distance (internet)EducationEntertainmentPsychotherapyServices Directed at Intangible Assets/PossessionsVery little interaction between customer and org. takes placeAccountingBankingLegal servicesTangibility SpectrumTangibility Spectrum shows that services tend to be more intangible than manufactured products and manufactured products tend to be more tangible than servicesAlthough they do contain some elements of the otherService industries and companies – core product is a service, provide or sell services as their core offering Services as products – intangible product offerings, service products are sold by service companies and non-service companies (manufacturers and technology companies)Services as experiences – service companies provide a service creating memorable events for their customers with the memory of experience becoming a product (hospitality and Disney Land)Customer Services – service provided to support company’s core productsService dominant logic – all products and physical goods are valued for the services they provide