services are products too service and branding. what are we buying?
TRANSCRIPT
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Services are Products too
Service and Branding
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What are we buying?
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Services are…
• Intangible– Even though they have “tangibility”
• Inseparable– Produced and consumed at same time; sometimes
even sold• Perishable– Cannot be stored
• Variable
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How we measure good service?
• Reliable– Dependable, accurate, consistent
• Responsive– prompt
• Assurance– Knowledge and courtesy of employees
• Empathy– Caring, attention
• Tangibles– Physical aspects
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Gap Model
• 5 Service gaps– Knowledge
• What customer wants and what management thinks they want
– Standards• What management thinks they want and quality specs
– Delivery• Gap between quality specs and service provided
– Communication• What company provides and what customers were told it provides
– Customer• Service they receive and what they want
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The 4Ps of Service• Product
– Core and supplemental services– Customized or standardized
• Place– Convenience, location, number of outlets
• Promotion– Stress tangible cues– Endorsers– Image– Postpurchase
• Price– Revenue – maximize revenue– Operations – maximize cost efficiency– Patronage – maximize number of customers
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Other Services
• Non Profits– PSAs– Cause marketing– Pricing decisions vary
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Service Failure
• Listen to customer• Stay in control• Find a fair solution• Quickly resolve disputes
• Examples– Best Buy
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Branding 101
• Reputation• Customer Service • A Promise • Price • Feeling • Attitude • Values – what the brand stands for
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Examples of strong brands
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Brand Equity
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Service
• Can make or kill a brand• Strive for good service• Quick recoveries
• The customer is always right• 5 Easy Pieces