Samenvatting / Summary of Services Marketing (323623-B-6)
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Course
Service Marketing (323623B6)
Institution
Tilburg University (UVT)
This is my summary of the Services Marketing course. It consists of 93 pages and is an elaboration/summary of the material.
The content of this subject is:
1 Service Conceptualisation
2 Service Customer
3 Perceived Service Quality (PSQ)
4 Measuring PSQ
5 Services marketing Research
6 Re...
Hc intro on campus
Service marketing= a specialised branch of marketing which emerged as a separate field of
study in the early 1980s, following the recognition that the unique characteristics of services
required different strategies compared with the marketing of physical goods.
-the emphasis of service marketing is the intersection between the quality of service
companies provide and customer perceptions about them.
-difference between how people see the products/services.If you think its beautiful its very
subjective. I might like it, but others dont. (perception management)
S3 Theres a gap between expected services and perceived services. We will always use this
framework and their gaps.
SS most money is beind earned in service companies.More than ⅔ jobs in private services.
SS classroom lectures are already recorded and available on canvas.
WBZ1/2 = chapter 1 & 2 of the book.The book is important but the topics in the lectures are
leading….? Plus we have papers to study.
Data assignment & opdracht is al online and available. Deadline 24 nov
-First q&a friday 30 september 10:45. No questions = short lecture. Daar vragen of in
discussions denk ik.
-lab sessions have to be with you groups. Not all have to be there.
Assignment 1 10%
Assignment 2 10%
Final exam 80%
-minimal score exam 5.0
-Assignment with a score below 6 can be adjusted to max of 6.
ONLINE LECTURE 1 Service conceptualisation
Two key things to keep in mind
1) What market am I in vb cleaning company, lawyer, teacher
- What market am i in?
2) Who is my customer
- Segmentation = markt opdelen in groepen
- Which part of the market am i trying to reach?
No clear cut answer that holds for every industry just tool that you can adopt. How will this tool
help me in this specific occasion
S3 The gap model. 5 gaps to perceived service quality. Gap 5 is the gap between expectations
about the service and perceived services. Expectations are higher! Main gap to resolve! How
can we try to close this gap?
,Key factors leading to gap 5
Customer expectations
Provider gap 1: not knowing what customers expect
Provider gap 2: not selecting the right service designs and standards
Provider gap 3: not delivering to service standards
Provider gap 4: not matching performance to promises (communication)
Customer perceptions
Key factors leading to gap 1 (not knowing what the customer wants and therefore deliver
wrong products/services)
*Inadequate marketing research orientation
- Insufficient marketing research
- Research not focuses on service quality
- Inadequate use of market research
*Lack of upward communication (no communication tussen de werkvloer en topmanagement)
- Lack of interaction between management and customers
- Insufficient communication between contact employees and managers
- Too many layers between contact personnel and top management
*Insufficient relationship focus (companies try to find new customers but forget to keep their
current customers)
-Lack of market segmentation
-Focus on transactions rather than relationships
-Focus on new customers rather than relationship customers
*Inadequate Service Recovery
Key factors leading to gap 2 (What is the process like)
*Poor service design (if the design isnt good, people wont be happy)
- Unsystematic new service development process
- Vague, undefined service designs
- Failure to connect service design to service positioning
*Absence of customer-driven standards
- Lack of customer-driven service standards
- Absence of process management to focus on customer requirements
- Absence of formal process for setting service quality goals
*Inappropriate physical evidence and servicescape
(HOW DO THINGS LOOK LIKE? BUILDING LOOKING NICE??)
Keyfactors leading to gap 3 (focus on problems that arise when gap 1 and 2 are done) (not
deliver up to standards!)
*Deficiencies in Human resource policies (people don't do what they have to do)
- Ineffective recruitment
- Role ambiguity and role conflict
, - Poor employee-technology job fit
- Inappropriate evaluation and compensation systems
- Lack of empowerment, perceived control and teamwork
*Failure to match supply and demand (sometimes demand is high sometimes its low)
- Failure to smooth peaks and valleys of demand
- Inappropriate customer mix
- Over-reliance on price to smooth demand
*Customer not fulfilling roles
- Customer lack knowledge of their roles and responsibilities
- Customer negatively impact each other
*Problems with service intermediaries (sometimes you outsource your services to other
companies, but customers see ur responsibility)
- Channel conflict over objectives and performance
- Channel conflict over costs and rewards
- Difficulty controlling quality and consistency
- Tension between empowerment and control
Keyfactors leading to gap 4 (communication gap, how do we communicate something)
*Lack of integrated service marketing communication
- Tendency to view each external communication as independent
- Not including interactive marketing in communications plan
- Absence of strong internal marketing program
*Ineffective management of customer expectations
- Not managing customer expectations through all forms of communication
- Not adequately educating customers
*Overpromising (ads showing always the positive thing)
- Overpromising in advertising, personal selling and through physical evidence cues.
*inadequate horizontal communications (in companies, if one department does sth other
departments must also know)
- Insufficient communication between sales and operations
- Insufficient communication between advertising and operations
- Differences in policies and procedures across branches or units
Movie in the lecture, customers pay 5000 pounds but a lot of things can go wrong. Personeel
was not involved. Customers thought it was special but they didnt feel like it. The customer inter
onderbreken door constant telefoontjes etccc
Especially in westen / usa Services shares are big parts of the GDP. More than ⅔ of usa jobs in
private services.
26:17 slide customer top 5 and worse 5 companies customer performance awards
Best companies-> service companies
Worse companies-> service companies
, There are not companies in the list that are producing products, basically its all service
companies. Gap between expectations and perception will be close tgt with product companies
while with services expectations are not really clear! So theres a gap more often here. So if u do
bad as a service company u end up in the top 5 worst and vice versa.
Definition of service= A change in the condition of a person or of a good belonging to some
economic unit which is brought about as a result of the activity of some other economic unit with
the prior agreement of the former person or economic unit.
Conditioning of person-> kapper
Condition of product-> house renovation
100% product 100% service
Self-service gasoline (diy and u acc buy the oil)
Office copier(kopieerapparaat)
Fast-food restaurants
Airline flights
Haircut
Insurance company-> insurance offering is their service. Klantenservice might be more
important than the service itself. Itwll have a big impact on how customers rate the company.
SAme goes for airline companies. Their core business is flying from A to B. But how personnel
interact with customers will have a huge impact on how customers look at KLM.
Service company-> look at their core business
Services process matrix *zie ook slide 11!!!!!!!!
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