MANAGING SERVICESMANAGING SERVICES

CHAPTER 12

Importance of Importance of services in the services in the U.S. gross U.S. gross domestic domestic productproduct

THE UNIQUENESS OF SERVICES

• The Four I’s of Services• Intangibility

• Inconsistency

• Inseparability

• Inventory Idle production capacity

• The Service Continuum

THE UNIQUENESS OF SERVICES

Inventory carrying costs of servicesInventory carrying costs of services

Service continuumService continuum

• Classifying Services• Delivery by People or Equipment

• Profit or Nonprofit Organizations

• Government Sponsored or Not

THE UNIQUENESS OF SERVICES

Service ClassificationsService Classifications

• The Purchase Process Search properties Experience properties Credence properties

HOW CONSUMERS PURCHASE SERVICES

Dimensions of service qualityDimensions of service quality

• Assessing Service Quality Gap Analysis

• Customer Contact and Relationship Marketing

Customer contact audit A Customer’s Car Rental Activities Relationship marketing

HOW CONSUMERS PURCHASE SERVICES

Dimensions of service qualityDimensions of service quality

• Internal marketing

• Product (Service)• Exclusivity• Branding• Capacity Management

• Pricing Off-peak pricing

• Place (Distribution)

• Promotion

MANAGING THE MARKETING OF SERVICES