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Service Marketing ALL LECTURES [Pre-Master Marketing Management 2017/2018 Tilburg University]

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  • Course
  • Service Marketing
  • Institution
  • Tilburg University (UVT)
  • Book
  • Services Marketing

All lectures of the course 'Service Marketing' given by Hans Haans at Tilburg University. Pre-master Marketing Management 2017/2018. Language: Moslty English, a bit Dutch.

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Document information

  • November 19, 2017
  • 70
  • 2017/2018
  • Class notes
  • Unknown
  • All classes

Subjects

  • service marketing
  • pre master
  • marketing
  • management
  • service
  • hans haans
  • hans
  • haans
  • tilburg university
  • tilburg
  • uvt
  • university
  • university
  • dutch
  • english
  • pre master marketing management

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More summaries for

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Written for

  • Tilburg University (UVT)
  • Master marketing
  • Service Marketing
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Available practice questions

Practice Questions Service Marketing

Flashcards 5 Flashcards
$3.21 1 sales
Flashcards 5 Flashcards
$3.21 1 sales

Some examples from this set of practice questions

1.

Creating loyalty is of crucial importance for most service providers. When someone is loyal to the low price of a restaurant we speak of … A) Price Loyalty B) Cognitive Loyalty C) Affective Loyalty D) Conative Loyalty

Answer: B) Cognitive Loyalty

2.

One aspect that might influence the occurrence of slips and skips in queues is the waiting system used by the company. In which system is the probability of slips and skips the largest. A) Parallel lines to multiple servers B) Designated lines to multiple servers C) Single line to multiple server D) Single line to a single server

Answer: A) Parallel lines to multiple servers

3.

When handling complaints we can distinguish different kinds of fairness. The fact that the NS (Dutch railway) has changed its policy from paper to online declaration of delays focuses especially on which form of fairness? A) Outcome fairness B) Procedural fairness C) Interactional fairness D) Reactional fairness

Answer: B) Procedural fairness

Content preview

College​ ​1:
Definition​ ​of​ ​service:
A​ ​change​ ​in​ ​the​ ​condition​ ​of​ ​a​ ​person​ ​of​ ​a​ ​good​ ​belonging​ ​to​ ​some​ ​economic​ ​unit​ ​which​ ​is
brought​ ​about​ ​as​ ​a​ ​result​ ​of​ ​the​ ​activity​ ​of​ ​some​ ​other​ ​economics​ ​unit​ ​with​ ​the​ ​prior
agreement​ ​of​ ​the​ ​former​ ​person​ ​or​ ​economic​ ​unit.​ ​-​ ​Hill​ ​1977

Definition​ ​of​ ​service:
Deeds,​ ​processes​ ​and​ ​performances​ ​-​ ​Book

​ ​De​ ​beste​ ​en​ ​slechtste​ ​bedrijven​ ​zijn​ ​vaak​ ​dienstenbedrijven​ ​want​ ​bij​ ​een​ ​productiebedrijf
dan​ ​weet​ ​je​ ​wat​ ​je​ ​kunt​ ​verwachten​ ​dus​ ​er​ ​is​ ​een​ ​kleiner​ ​gap​ ​tussen​ ​verwachting​ ​en
werkelijkheid,​ ​vaak.

Service​ ​Process​ ​Matrix
Degree​ ​of​ ​labour​ ​intensity​ ​(low​ ​or​ ​high)​ ​vs​ ​Degree​ ​of​ ​interaction​ ​and​ ​customization​ ​(low​ ​or
high)

Low​ ​interaction/customization​ ​=​ ​Marketing,​ ​attention​ ​to​ ​physical​ ​surroundings,
standardization​ ​of​ ​operations.

Low​ ​labor​ ​intensity​ ​=​ ​Capital​ ​decisions,​ ​technological​ ​advances,​ ​peaks.

High​ ​labor​ ​intensity​ ​=​ ​Hiring,​ ​training,​ ​employee​ ​welfare.

High​ ​interaction/customization​ ​=​ ​Fighting​ ​costs,​ ​maintaining​ ​quality,​ ​reacting​ ​to​ ​customer
intervention.

Differences​ ​between​ ​goods​ ​and​ ​services
- Intangibility
- Heterogeneity
- Perishability
- Simultaneous​ ​production​ ​and​ ​consumption

Solutions
- Intangibility
- Perishability

, College​ ​2

Service​ ​Framework​ ​2
What​ ​or​ ​who​ ​is​ ​the​ ​direct​ ​recipient​ ​of​ ​the​ ​service

- People​ ​processing
● Involvement​ ​customer
● Investment​ ​in​ ​time​ ​and​ ​effort
● Process/output​ ​->​ ​Advantages
● Non-financial​ ​costs​ ​(time,​ ​mentally/physically,​ ​fear/pain)
● Public​ ​transport,​ ​health​ ​service,​ ​sports​ ​club.
● De​ ​customer​ ​stopt​ ​energie​ ​in​ ​het​ ​proces,​ ​de​ ​energie​ ​die​ ​erin​ ​wordt​ ​gestopt​ ​heeft
invloed​ ​op​ ​de​ ​evaluatie.​ ​Dus​ ​het​ ​gaat​ ​niet​ ​alleen​ ​om​ ​de​ ​output.

- Possession​ ​processing
● Separate​ ​consumption/production
● Involvement​ ​customer
● Freight​ ​transport,​ ​repair​ ​service,​ ​storage,​ ​cleaning​ ​service
● De​ ​customer​ ​hoeft​ ​niets​ ​te​ ​doen​ ​in​ ​het​ ​proces.​ ​Simpeler​ ​dan​ ​people​ ​processing.
Minder​ ​afhankelijk​ ​van​ ​het​ ​proces​ ​of​ ​dienstverlener.

- Mental​ ​stimulus​ ​process
● Thoughts/memory/attitudes
● Involvement​ ​customer
● Active​ ​vs.​ ​passive​ ​presence
● Information​ ​transformation
● Education​ ​services,​ ​festival
● Je​ ​moet​ ​actief​ ​aanwezig​ ​zijn​ ​om​ ​de​ ​dienst​ ​te​ ​gebruiken.​ ​Al​ ​slaap​ ​je​ ​tijdens​ ​de
colleges​ ​dan​ ​gebruik​ ​je​ ​de​ ​dienst​ ​niet.​ ​Bij​ ​people​ ​processing​ ​kun​ ​je​ ​wel​ ​slapen,
tijdens​ ​de​ ​trein.

-Information​ ​processing
●Tangibility
●Involvement​ ​customer
○ Habits​ ​+​ ​tradition​ ​not​ ​operational​ ​process
Accountants,​ ​research,​ ​consultancy,​ ​lawyer.
Moeilijk​ ​om​ ​een​ ​persoonlijke​ ​brand​ ​te​ ​creëren​ ​omdat​ ​er​ ​geen​ ​persoonlijk​ ​contact
noodzakelijk​ ​is.

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