Chapter 14
Services Marketing
Définition des services
Services are tasks or activities performed by others on behalf of individuals or businesses.
They are economic activities characterized by time-based ...
Évolution du marketing des services
Service marketing has evolved through four distinctive stages.
The first stage, known as Crawling Out, existed before 1980 when services sought ...
Vue d’ensemble de l’industrie des services
As machines improved manufacturing efficiency, fewer workers were needed to produce more goods, leading to a higher demand for services in distribution, ...
Importance économique et croissance des services
The service sector significantly contributes to the global economy in various ways.
First, it constitutes a significant portion of the Gross Domestic ...
Produits de service par rapport au service client et au service après-vente
Services are inherently intangible, yet their quality often relies on tangible elements.
For instance, the experience at Hilton Hotels is primarily ...
Catégories de services
Services can be categorized in various ways, and understanding these categories is crucial for effective service management and marketing strategies.
...
Qualité du service
Service quality refers to evaluating how well a service meets or exceeds customer expectations.
Managing service quality involves understanding customer ...
Modèle d’écart de service
The Service Gap Model identifies five gaps that can occur between customer expectations and service experiences, impacting overall satisfaction.
A ...
Consommation de service
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, ...
Attentes des clients et facteurs qui les influencent
Customer expectations significantly shape perceptions of service quality, with desired service representing what customers ideally want, such as receiving ...
Création d’une expérience de service
Creating a service experience involves understanding and meeting customer needs through the service production or servuction system.
The system includes ...
Prestation de services
Service delivery refers to the methods companies use to provide services to their customers.
It starts with delivering information to attract interest, ...
Produit de service
A service product refers to all the elements of the service, both physical and intangible, that create customer value through beneficial outcomes or ...
Stratégie de prix
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 ...
Modèle de communication de service
Services are intangible, making them difficult to visualize. To address this, service firms use tangible examples and knowledgeable staff to demonstrate ...
Processus de prestation de services
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 ...
Environnements de service
The service or physical environment includes the design, ambiance, layout, and physical setup of the space where services are offered.
For instance, ...
Employés de service
Service employees represent the company and are essential to service delivery and customer satisfaction.
The Service Talent Cycle enhances service ...
Marketing interne
Internal marketing is essential in large, globally dispersed service businesses to ensure all employees, regardless of location, are well-informed about ...
Stratégies de marketing externe dans les services
External marketing is essential for service companies to attract customers, build brand awareness, and increase market share by emphasizing quality, ...
Marketing interactif dans les services
Interactive marketing focuses on real-time interactions that shape customer experiences and satisfaction in the service industry.
Three critical ...
Communications marketing intégrées pour les services
The Integrated Marketing Communication process is a structured method companies use to create effective communication strategies.
It begins by identifying ...
Stratégies de récupération des services
Service recovery addresses customer complaints after a service failure, focusing on restoring satisfaction.
Services occur in real-time, so lapses are ...
Feedback client dans le marketing des services
Customer feedback is essential in service marketing. It provides direct insights into customer perceptions and highlights specific areas for service ...
Image de marque du service
Service branding establishes a unique identity, enabling customers to recognize and trust a service. It is an ongoing process that adapts to changing ...
Marketing relationnel dans les services
Relationship marketing in services focuses on building strong, long-term customer connections to foster loyalty and repeat business.
Unlike transactional ...
Innovation de service et développement de nouveaux services
Service innovation focuses on developing new processes or methods to enhance customer satisfaction and differentiate services from competitors.
By ...
Transformation numérique dans le marketing des services
Digital transformation in services marketing uses technology to improve customer experiences and service delivery.
Businesses use artificial intelligence ...
Marketing des services mondiaux
Global services marketing involves the strategies companies use to promote services across different regions and countries.
The intangible nature of ...
Questions éthiques dans le marketing des services
Ethical conduct is essential for building customer trust and fostering long-term loyalty. Service providers with integrity ensure lasting relationships, ...
Durabilité dans le marketing des services
Sustainability in services marketing integrates eco-friendly practices into service delivery, generating long-term value for customers, society, and the ...
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