managing services. what services have you consumed today?
TRANSCRIPT
Managing Services
What Services have you consumed today?
Service Definitions
Services are deeds, processes, and performances.Valarie Zeithaml & Mary Jo Bitner
A service is a time-perishable, intangible experience performed for a customer acting in the role of a co-producer.
James Fitzsimmons
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Definition of Service Firms
Service enterprises are organizations that facilitate the production and distribution of goods, support other firms in meeting their goals, and add value to our personal lives.
James Fitzsimmons
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Examples of Service IndustriesHealth Care
hospital, medical practice, dentistry, eye careProfessional Services
accounting, legal, architecturalFinancial Services
banking, investment advising, insuranceHospitality
restaurant, hotel/motel, bed & breakfast ski resort, rafting
Travelairline, travel agency, theme park
Othershair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design
Why Service Management?
Why Service Management?
Services dominate U.S. and worldwide economiesService as a business imperative in goods-focused businessesDeregulated industries and professional service needsService management is differentService leads to profits
Examples of Goods Companies that are Expanding into Services
Boeing
Goods Vs. Services
Characteristics of ServicesCompared to Goods
Intangibility
Perishability
SimultaneousProductionandConsumption
Heterogeneity
What do you see as the relationship between service and retail?
Marketing Mix
Traditional Marketing Mix
Elements an organization controls that can be used to satisfy or communicate with customers:
Product Price Place Promotion
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Expanded Mix for Services – The 7 Ps
ProductPricePlacePromotion
PeoplePhysical EvidenceProcess
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Father of the Bride hiring a wedding planner
http://www.youtube.com/watch?v=TFNlqU72wpY
What additional elements of the marketing mix for services do you see here?
Expanded Mix for Services – The 7 Ps
ProductPricePlacePromotion
PeoplePhysical EvidenceProcess
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The GAPS Model ofService Quality