Professional Documents
Culture Documents
Services Marketing
Services Marketing
Managing Services
Private
Government
nonprofit
Business Retail
Manufacturing
Hybrid
Pure service
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-7
Service Distinctions
• Equipment-based or people-based
• Service processes
• Client’s presence required or not
• Personal needs or business needs
• Objectives and ownership
Intangibility
Inseparability
Variability
Perishability
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-10
Physical Evidence and Presentation
Place
People
Equipment
Communication material
Symbols
Price
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-11
Disney Relies Upon Tangible Cues
• Listening • Surprising
• Reliability customers
• Basic service • Fair play
• Service design • Teamwork
• Recovery • Employee research
• Servant leadership
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Choosing
Brand Elements
Establishing Image
Dimensions
Devising Branding
Strategy
Failure frequency
Downtime
Out-of-pocket costs