making services accessible
DESCRIPTION
Influencing factors on Service Delivery Impacts of Service Characteristics The Role of Intermediaries The Impact of Technology Strength & Weaknesses of Delivery ModelsTRANSCRIPT
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+
Distributing Services
Tom Chapmanwww.marketing101.co.ukTwitter @idlehans
SERVICESMARKETING
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+Introduction
Influencing factors on Service Delivery
Impacts of Service Characteristics
The Role of Intermediaries
The Impact of Technology
Strength & Weaknesses of Delivery Models
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+Different Services Places
Characteristics
Service delivery at
Customer’s Place
Provider’s Place Third Party’s Place
Service Types Services with immovable external factors
Services with immovable internal factorsServices with high process standardisation
Services with immovable external factor at third party’s place.Services where third party determines place
Examples House KeepingElderly Care
HairdresserBankRestaurant
AirportLegal Services (Court)
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+Location & Customer Behaviour
Characteristics
Service delivery at
Customer’s Place
Provider’s Place Third Party’s Place
Quality Dimensions
Less control over atmospherics. Empathy, employee relationship more important.
Tangibles (equipment & employees)
Responsiveness
Greater Variability
Atmospherics have a greater effect on buying decision
Customer recruitment
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+Deciding on a Location
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+Timing of Service Delivery
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+Timing of Service Delivery
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+Timing of Service Delivery
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+Channels of Service Delivery
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+Differences between electronic delivery channels
Characteristics
Electronic Delivery Channels
Service Machine
Telephone Internet Mobile Channel
Customer Location Flexibility
Low High Medium High
Breadth of Modalities
Medium (Visual)
Medium (Voice)
Medium (Visual)
High (Voice, Visual)
Interactivity High High Medium High
Responsiveness
Low High Medium High
“for mobile service delivery, consumers are most concerned with the time-related gains they can obtain.” Kleijnen, De Ruyter, & Wetzels (2007, 42)
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+Employees & Customers
Employees Customers They are the service
They are the organisation
They are the Brand
They are the marketers
Productive Resources (Bitner, 1997)
Contributors (Bitner, 1997)
Competitors (Bitner, 1997)
temporary employees (Bettencourt,1997)
Promoter (Bettencourt,1997)
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+Customer Characteristics
Physical proximity
Verbal interaction
Varied activities
Heterogeneous customer mix
Core service is compatibility
Waiting times
Share time, space or facilities
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+Intermediaries
Core Core Core+ =
Originating Firm
IntermediaryCustomer
Experience
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+Franchising Benefits
Franchisers Franchisees Leveraged business format
Consistency in outlets
Knowledge of local markets
Shared risk
Established business format
Brand marketing
Minimal start up risks
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+Franchising Challenges
Franchisers Franchisees Maintaining & Motivating
franchisees
Disputes and conflict management
Quality control
Ownership of customer
Encroachment
Reduced profits and revenues
Lack of control
High fees
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+Agents & Brokers
Benefits Challenges Reduced selling &
distribution costs
Intermediary skill & knowledge
Wide representation
Knowledge of local markets
Customer choice
Loss of control over pricing and other aspects of marketing
Representation of multiple service principles
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+Channel Conflict
Objectives and performance
Costs and rewards
Quality and consistency
Empowerment and control
Channel ambiguity
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+Technology
Benefits Challenges Consistent delivery for
standardised services
Low cost (marginal)
Customer convenience
Wider distribution
Customer choice and ability to customise
Customer feedback / interaction
Customers are active not passive
Lack of control in electronic environment
Price competition Inability to customise Lack of consistency with
customer involvement Requires changes in
customer behaviour Security Geographic competition
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+Technology - Meuter, et al (2005)
“For many firms, often the challenge is not managing the technology but rather getting consumers to try the technology.”
“Managers can use tactical strategies to influence role clarity, motivation, and ability either before or after an SST has been introduced.” Meuter, et al (2005, 78) Education Hand Holding Communicate benefits Learning from other consumers
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+References Bettencourt, L. A. (1997). Customer voluntary performance:
customers as partners in service delivery. Journal of Retailing, 73(3), 383-406.
Bitner, M. J., Faranda, W. T., Hubbert, A. R., & Zeithaml, V. A. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205.
Bruhn, D. M. (2005). Services Marketing: Managing the Service Value Chain. Financial Times/ Prentice Hall.
Kleijnen, M., De Ruyter, K., & Wetzels, M. (2007). An assessment of value creation in mobile service delivery and the moderating role of time consciousness. Journal of Retailing, 83(1), 33-46.
Lovelock, C. H. W., Jochen. (2004). Services marketing (5th ed. ed. Vol. xviii, 652 p. ill. 25 cm.). Upper Saddle River, N.J.: Pearson Education International/Prentice Hall.
Palmer, A. (2007). Principles of Services Marketing. McGraw-Hill Higher Education.
Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61-83.