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Services Marketing Summary 2020
Summary of the book Services Marketing. Every chapter ex. chapter 6 is included.
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lOMoARcPSD|667 780 7SERVICES MARKETING
Summary
Abstract
A concise summary of the 18 chapters of the book Alan Wilson et al. -
Services Marketing-Zeithaml (2018), chapter 6 of the book is not
included in the summary
Olivera M., Z.
,Table of contents
Services Marketing: Integrating Focus Across the Firm ....................................................................... 2
Chapter 1: Introduction to Services ................................................................................................ 2
Chapter 2: Consumer Behavior in Services...................................................................................... 3
Chapter 3: Customer Expectations of Service ..................................................................................... 4
Chapter 4: Customer Perceptions of Service ....................................................................................... 6
Chapter 5: Conceptual Framework of the Book .................................................................................. 8
Chapter 7: Building Customer Relationships ....................................................................................... 9
Chapter 8: Service Innovation and Design .........................................................................................12
Chapter 9: Customer-Defined Service Standards ...............................................................................14
Chapter 10: Physical Evidence and the Servicescape .........................................................................16
Chapter 11: Employees’ Roles in Service Delivery ..............................................................................18
Chapter 13: Delivering Service through Intermediaries......................................................................19
Chapter 14: Managing Demand and Capacity ....................................................................................21
Chapter 15: Service Recovery ............................................................................................................23
Chapter 16: Managing Service Promises ............................................................................................24
Chapter 17: Pricing of Services ..........................................................................................................26
Chapter 18: The Financial Impact of Service Quality ..........................................................................27
, Services Marketing: Integrating Focus Across the Firm
Chapter 1: Introduction to Services
The intangibility is a key determinant of whether an offering is a service. Generally, services tend to
be more intangible than manufactured products. Service dominant logic suggests that the value
derived from physical goods is really the service provided by the good, not the good itself.
Services have the following characteristics:
1. Intangibility because services are more performances rather than objects, the cannot be
seen, felt, tasted or touched in the same manner that you can sense tangible goods.
2. Heterogeneity no two customers are precisely alike: each have unique demands or
experience the service in a unique way.
3. Inseparability the customer is present while the service is being produced, and thus views
and may even take part in the production process. It also means that customers will interact with
each other during the production process and thus may affect each other’s experiences.
4. Perishable refers to the fact that services cannot be saved, stored, resold or returned.
The service triangle (Figure 1) shows three interlinked
groups that work together to develop, promote and
deliver these services promises. These key players are
labeled on the points of the triangles. All three slides of
the triangle are essential to complete the whole, and the
sides of the triangle should be aligned.
A marketing mix for services has three P’s:
1. People
All human actors who play a part in the service delivery
and thus influence the buyer’s perceptions.
2. Physical evidence
The environment in which the service is delivered and where the Figure 1: Service Triangle
firm and customer interact, and any tangible components that facilitate performance or
communication of the service (all tangible representation of the service). Especially when
consumers have little on which to judge, the actual quality of service, they will rely on the cues of
physical evidence.
3. Process
The actual delivery steps that the customer experiences, or the operational flow of the service, also
give customers evidence on which to judge the service.
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