College aantekeningen
Summary ALL online lectures services marketing
Summary of all online lectures services marketing 2020/2021, including references from the book.
[Meer zien]Voorbeeld 4 van de 49 pagina's
Voorbeeld 4 van de 49 pagina's
In winkelwagengesponsord bericht van onze partner
Gekoppeld boek
Titel boek:
Auteur(s):
- Uitgave:
- ISBN:
- Druk:
Voorbeeld van de inhoud
No proctoring on exam - some time pressure (2hrs) - partly MC partly open - practical questions- case questions
LECTURE 1 - SERVICE CONCEPTUALISATION (WZB1)
What to keep in mind?
I) What is the market I am operating in
II) Who is my customer (market segmentation), which part of the market am I trying to
reach?
GAP model
* main GAP used is GAP 5: states that there is a difference between expectations and
perceptions (customer gap)
→ expectations are usually higher dan perceptions, resulting in unhappy customers
* thinking about how to close the gap between expectations and perceptions
Key factors leading to GAP 5:
To close the customer gap (Gap 5), the gap model suggests that four other gaps also need to
be closed:
1. Provider Gap 1: Not knowing what customers expect
2. Provider Gap 2: Not selecting the right service designs and standards
3. Provider Gap 3: Not delivering to service standards
4. Provider Gap 4: Not matching performance to promises
→ The key to close the customer gap (Gap 5) is to close provider gaps 1 to 4 and keep
them closed
→ To the extent that one or more provider gaps exists, customers perceive service
,quality shortfalls
Key factors leading to GAP 1:
The difference between customer expectations of service and a company’s understanding of
those expectations.
→ Firm lacks understanding of what those expectations are
1. Inadequate marketing research orientation
- Insufficient marketing research
- Research not focused on service quality
- Inadequate use of marketing research
2. Lack of upward communication
- Lack of interaction between management and customers
- Insufficient communication between contact employees and managers
- Too many layers between contact personnel and top management
3. Insufficient relationship focus
- Lack of market segmentation
- Focus on transactions rather than relationships
- Focus on new customers rather than relationship with customers
4. Inadequate service recovery
- What companies do with customer complaints
Key factors leading to GAP 2: focused on process(-design)
Difference between company understanding of customer expectations and development of
customer-driven service designs and standards / Not selecting the right service quality designs
and standards
→ Avoid Gap 2: design services without oversimplification, incompleteness, subjectivity and
bias
1. Poor service design
- Unsystematic new service development process
- Vague, undefined service designs
- Failure to connect service design to service positioning
2. 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
3. Inappropriate physical evidence and servicescape
- Failure to develop tangibles in line with customer expectations
- Servicescape design that does not meet customer and employee needs
- Inadequate maintenance and updating of the servicescape
Factors leading to GAP 3
The discrepancy between development of customer-driven service standards and actual service
performance by company employees / not delivering to service designs and standards
,→ Firm must have systems, processes, and people in place to ensure that service delivery
actually matches the design and standards
1. Deficiencies in human resource policies
- Ineffective recruitment
- Role ambiguity and role conflict
- Poor employee-technology job fit
- Inappropriate evaluation and compensation systems
- Lack of empowerment, perceived control, and teamwork
2. Failure to match supply and demand
- Failure to smooth peaks and valleys of demand
- Inappropriate customer mix
- Over-reliance on price to smooth demand
3. Customers not fulfilling roles
- Customers lack knowledge on their roles and responsibilities
- Customers negatively impact each other
4. Problems with service intermediaries
- Channel conflict over objectives and performance
- Channel conflict over costs and rewards
- Difficulty controlling quality and consistency
- Tension between empowerment and control
5. Inadequate service recovery
- Lack of encouragement to listen to customer complaints
- Failure to make amends when things go wrong
- No appropriate recovery mechanisms in place to service failures
Key factors leading to GAP 4 communication GAP
The difference between service delivery and the service provider’s external communications /
not matching performance to promises
1. Lack of integrated services marketing communications
- Tendency to view each external communication as independent
- Not including interactive marketing in communications plan
- Absence of strong internal marketing program
2. Ineffective management of customer expectations
- Not managing customer expectations through all forms of communication
- Not adequately education customers
3. Overpromising
- Overpromising in advertising, personal selling, and physical evidence cues
4. Inadequate horizontal communications
- Insufficient communication between sales and operations
- Insufficient communication between advertising and operations
- Differences in policies and procedures across branches or units
, * Services part is often the largest part of the companies income
→ 70% of jobs is in the services industry
* For services, expectations are not as clear as when buying a product. Therefore, the gap
between expectations and perceptions is often bigger.
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. (Hill,1977)
→ Deeds, processes and performances (intangible)
→ Provides added value (convenience, amusement, comfort, health)
* Vague grey area between a service and a good, often intertwined → tangibility spectrum
* Several matrices for services, but every matrix fits another situation best
Service Dominant Logic
Logic that the value derived from physical goods is really the service provided by the good.
→ Value is created when the customer integrates, applies and used the resources (value in
use)
→ A service involves interaction between a service provider and a customer
Services Process Matrix
Challenges for managers
- Low interaction/customization
Marketing, attention to physical surroundings, standardization of operations
- Low labor intensity (high cost of capital)
Capital decisions, technological advances, peaks in demands
- High labor intensity
Hiring, training, employee welfare
- High interaction/customization
Fighting costs, maintaining quality, reacting to customer intervention
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper tijanadurbic. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 73918 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen