Service marketing - Chapter 1 VT21 Flashcards
What are the two natures of services ? What is Lovelock’s classification of services ?
- Tangible actions
- Intangible actions
What are the services when people as recipients for tangible actions ?
Services directed at People’s Bodies are :
- Passenger Transportation
- Healthcare
- Spa Treatments
What are the services when possessions as recipients of tangible actions ?
Services Directed at People’s are:
- Courier Services
- Car repair
- Laundry and dry cleaning
What are the services when people as recipients for intangible actions ?
Services directed at People’s Minds are:
- Education
- Entertainment
- Psychotherapy
What are the services when possessions as recipients of intangible actions ?
Services directed at intangible assets/possessions are:
- Accounting
- Banking
- Legal Services
What is the tangibility spectrum ?
The most Intangible dominant : Education
The most tangible dominant : Chemical
What is the service dominant logic ?
Service dominant logic is All products and physical goods are valued for the service they give.
Is value of a service simply created ?
Value is not something that is simply created and delivered to the customer.
The value is co-created in a process that requires the active participation of the producer, its customers and possibly other stakeholders ( of the producer and the customer).
Give an exemple for illustrating that the value in use varies.
The value of a car depends of the customer and the laws.
What is the Co-creation model of value in use ?
The production have an interaction with the customer’s value creation. and it’s an area of co-production/co-creation.
The technology has influenced the development of services in 3 ways which are ?
3 ways of how technology has influenced the development of services :
- Provided the potential for new service offerings
- Offering new ways to deliver service.
- Extending the global reach of services.
Ex : Iphone - Apple - I Store
What are the 4 characteristics of services versus goods ?
- Intangibility
- Heterogeneity
- Perishability
- Inseparability
What does intangibility mean ?
Intangibility means that :
- Services cannot be inventoried
- Services cannot be readily displayed or communicated.
Ex: Barbershop
Implications of Heterogeneity ?
Implications of heterogeneity :
- Service delivery and customer satisfaction depend on employee and customer
Ex: Employee have a bad note, the customer have a bad service
What are the implication of perishability ?
Implications of Perishability :
It is difficult to synchronize supply and demand with services. -> You can’t store services
