Chapter 14
Services Marketing
Defining Services
Services are tasks or activities performed by others on behalf of individuals or businesses.
They are economic activities characterized by time-based ...
Evolution of Services Marketing
Service marketing has evolved through four distinctive stages.
The first stage, known as Crawling Out, existed before 1980 when services sought ...
Overview of Services Industry
As machines improved manufacturing efficiency, fewer workers were needed to produce more goods, leading to a higher demand for services in distribution, ...
Service Products versus Customer Service and After-sales Service
Services are inherently intangible, yet their quality often relies on tangible elements.
For instance, the experience at Hilton Hotels is primarily ...
Categories of Services
Services can be categorized in various ways, and understanding these categories is crucial for effective service management and marketing strategies.
...
Service Quality
Service quality refers to evaluating how well a service meets or exceeds customer expectations.
Managing service quality involves understanding customer ...
Service Gap Model
The Service Gap Model identifies five gaps that can occur between customer expectations and service experiences, impacting overall satisfaction.
A ...
Service Consumption
Service consumption refers to the process by which a service is selected, experienced, and evaluated. It follows a three-stage model of the pre-purchase, ...
Customer Expectations and Factors Influencing It
Customer expectations significantly shape perceptions of service quality, with desired service representing what customers ideally want, such as receiving ...
Creating Service Experience
Creating a service experience involves understanding and meeting customer needs through the service production or servuction system.
The system includes ...
Service Delivery
Service delivery refers to the methods companies use to provide services to their customers.
It starts with delivering information to attract interest, ...
Pricing Strategy
A pricing strategy is often compared to a tripod, with each leg representing a different approach. Cost-based pricing sets the minimum price, Value-based ...
Service Communications Model
Services are intangible, making them difficult to visualize. To address this, service firms use tangible examples and knowledgeable staff to demonstrate ...
Service Delivery Process
The service delivery process details a business's steps to provide a service, from the first interaction with the customer to the follow-up after ...
Service Environments
The service or physical environment includes the design, ambiance, layout, and physical setup of the space where services are offered.
For instance, ...
Service Employees
Service employees represent the company and are essential to service delivery and customer satisfaction.
The Service Talent Cycle enhances service ...
Internal Marketing
Internal marketing is essential in large, globally dispersed service businesses to ensure all employees, regardless of location, are well-informed about ...
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