lecture 10 - services marketing

Question 1

what are the characteristics of services?

Answer 1

intangible goods - things we can’t keep, hold, eat, smell etc
some services are easier to categorise than others
often services will be provided alongside products (i.e., tangible goods)
characterised by four dimensions: intangibility, inseparability, perishability and variability

Question 2

what types of services exist?

Answer 2

• government services
• financial services
• hospitality, travel and tourism services
• property management services
• transport, storage, and communication services
• retailing services
• non-profit services

Question 3

what does the product-service continuum show?

Answer 3

pure tangible goods e.g. sugar to pure services e.g. education

Question 4

what are the four dimensions of service?

Answer 4

inseparability
intangibility
variability
perishability

Question 5

what are the performance outcomes of service?

Answer 5

1. measuring service (SERVQUAL scale)
2. financial benefits (e.g. sales)
3. fostering organisational capabilities
4. boosting a positive reputation

Question 6

what are the performance outcomes of service?

Answer 6

reliability
responsiveness
courtesy
competence

Question 7

what’s the relationship between service quality and business performance?

Answer 7

as the service quality improves the business performance increases

Question 8

what do we mean by physical evidence?

Answer 8

1. the environment where a service is delivered
2. visual clues used by companies
3. colour schemes, seating layouts, decor, etc
4. customer perceptions about physical evidence

Question 9

what are examples of physical evidence?

Answer 9

differentiating services
packaging and product design
environmental factors (aesthetics)
branding and imaging
uniforms
online physical evidence