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Summary Services Marketing: Integrating Customer Focus Across the Firm (3rd. European ed.)
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Summary Services Marketing: Integrating Customer Focus Across the Firm, 3rd European Ed. (excl. Ch. 9)
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Summary Services Marketing: Integrating Customer Focus Across the Firm Third European Edition - 2017Maastricht University - I. van Lieshout
Chapter 1 – Introduction to Services
Part 1: Foundations for Services Marketing
WHAT ARE SERVICES?
Services: Deeds, processes and performances. (Intangible)
Services include all economic activities whose output is not a physical product or construction, is
generally consumed at the time it is produced, and provides added value in forms (such as
convenience, amusement, timeliness, comfort, or health) that are essentially intangible concerns of its
first purchaser.
Lovelock’s classification of services
People as Recipients Possessions as Recipients
Tangible Actions Services Directed at People’s Bodies Services Directed at People’s
- Passenger Transportation Tangible Possessions
- Healthcare - Courier Services
- Spa Treatments - Car Repair
- Laundry and Dry Cleaning
Intangible Actions Services Directed at People’s Minds Services Directed at Intangible
- Education Assets/Possessions
- Entertainment - Accounting
- Psychotherapy - Banking
- Legal Services
Intangibility: A key determinant of whether an offering is a service. Products/Services cannot be
purely intangible or tangible. Tangibility Spectrum
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