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Samenvatting Dienstenmarketing
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Samenvatting van de cursus Dienstenmarketing inclusief afbeeldingen en aantekeningen uit de lessen.
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DIENSTENMARKETINGVAN GRIMBERGEN ERIC
2E SEMESTER
EVA DESMEDT
2e jaar Marketing
,Inhoud
Hoofdstuk 1: Wat is dienstenmarketingmanagement? .................................................................... 4
1. Inleiding in het dienstenmarketingmanagement ........................................................................ 4
2. Basiskenmerken van diensten..................................................................................................... 5
3. Wat is de essentie van marketing? ............................................................................................. 8
4. Management: ken de uitgangssituatie...................................................................................... 10
Hoofdstuk 2: Implementatie: invulling van de marketingmix ......................................................... 11
1. Inleiding tot de invulling van de marketingmix ......................................................................... 11
2. Hoe manage ik de P van Proces?............................................................................................... 11
2.1. Wat is de customer journey? ............................................................................................ 11
2.2. Hoe manage je wachttijden in een offlineomgeving? ....................................................... 12
2.3. Hoe kun je retourkosten in een onlineocntext verminderen? .......................................... 13
3. Hoe manage ik de P van Product (dienst)? ............................................................................... 13
3.1. Merkenbeleid .................................................................................................................... 14
3.2. Welke factoren spelen een rol bij succesvolle innovaties? (TAM-model)......................... 15
4. Hoe manage ik de P van Personeel? ......................................................................................... 16
4.1. Theorie van de Service Profit Chain .................................................................................. 16
4.2. Wat zijn de belangrijkste interne ruilprocessen? .............................................................. 16
4.3. Manage de relatie met Accountmanagement .................................................................. 18
5. Hoe manage ik de P van Plaats?................................................................................................ 19
5.1. Omnichannel distributie.................................................................................................... 19
6. Hoe manage ik de P van Prijs? .................................................................................................. 20
7. Hoe manage ik de P van Promotie? .......................................................................................... 20
Hoofdstuk 3: Het analyseren van de dienstenomgeving................................................................. 21
1. Inleiding tot de omgevingsanalyse ............................................................................................ 21
2. Hoe kun je de omgeving analyseren (trends voorspellen)? ...................................................... 22
3. Statistische onderbouwing........................................................................................................ 23
4. DRETS-analyse (macro-omgeving) ............................................................................................ 23
4.1. Demografische factoren .................................................................................................... 24
4.2. Regulerend ........................................................................................................................ 25
4.3. Economisch ....................................................................................................................... 25
4.4. Technologisch.................................................................................................................... 26
4.5. Sociale factoren ................................................................................................................. 27
5. Meso- en micro-omgeving ........................................................................................................ 27
6. Inzichtelijk maken van de omgevingsanlayse............................................................................ 27
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Eva Desmedt | Dienstenmarketing
,Hoofdstuk 5: Kwaliteit en kwaliteitsperceptie ............................................................................... 28
1. Inleiding tot de kwaliteit van dienstverlening ........................................................................... 28
2. Vijf invalshoeken van kwaliteit volgens Garvin ......................................................................... 29
2.1. Transcendente benadering ............................................................................................... 29
2.2. Productgebaseerde benadering ........................................................................................ 29
2.3. Gebruikersgebaseerde benadering ................................................................................... 29
2.4. Procesgebaseerde benadering .......................................................................................... 29
2.5. Waardegebaseerde benadering ........................................................................................ 30
3. Wat is perceptie? ...................................................................................................................... 30
3.1. Perceptie en waarneming ................................................................................................. 30
3.2. De zintuigen ...................................................................................................................... 31
4. De kwaliteitsperceptie van Grönos ........................................................................................... 32
4.1. Verwachte kwaliteit .......................................................................................................... 33
4.2. Ervaren kwaliteit ............................................................................................................... 33
5. Meten van kwaliteit .................................................................................................................. 34
6. GAP-model: het (niet) leveren van kwaliteit ............................................................................. 34
Hoofdstuk 6: De klant .................................................................................................................... 36
1. Inleiding tot het begrijpen en analyseren van ‘de klant’ ........................................................... 36
2. Wie is de klant? ......................................................................................................................... 37
2.1. B2B en B2C ........................................................................................................................ 37
2.2. Gebruiker, betaler en bepaler ........................................................................................... 37
2.3. Wie is klanteigenaar? ........................................................................................................ 38
3. Hoe denkt de kant? ................................................................................................................... 38
3.1. Hoe werken onze hersenen?............................................................................................. 38
3.2. Welke fasen doorloopt de klant bij een aankoop? ........................................................... 39
3.3. Wat is perceived risk? ....................................................................................................... 40
4. Hoe denkt de zakelijke klant (B2B)? .......................................................................................... 41
4.1. DMU .................................................................................................................................. 41
4.2. Inkoopportfoliomanagement ............................................................................................ 42
5. Cocreatie en coproductie .......................................................................................................... 42
2
Eva Desmedt | Dienstenmarketing
, Hoofdstuk 7: Relaties en relatiemarketing ..................................................................................... 44
1. Inleiding tot het relationele aspect van dienstenmarketing ..................................................... 44
2. Niveaus van binding .................................................................................................................. 45
2.1. Redenen voor het aangaan van een relatie ...................................................................... 46
2.2. Relatielevenscyclus ........................................................................................................... 47
2.3. Retentiemarketing ............................................................................................................ 47
3. Classificaties van relaties........................................................................................................... 48
3.1. Rol van technologie ........................................................................................................... 48
3.2. Relaties volgens Lovelock .................................................................................................. 49
4. Behoud van relaties .................................................................................................................. 50
4.1. Share of wallet .................................................................................................................. 50
4.2. Wallet sizing = Share of wallet + Profitable lifetime duration ........................................... 51
4.3. Net Promoter Score – NPS ................................................................................................ 52
5. Afbreken van relaties (switchgedrag) ....................................................................................... 52
5.1. Het switchmodel van Keaveney ........................................................................................ 53
5.2. Online switchgedrag.......................................................................................................... 54
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Eva Desmedt | Dienstenmarketing
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