Service Marketing

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Chapter 11
Creating delivery systems in place, cyberspace and time

Learning Objectives- What are the options for delivering our service? * What physical and electronic channels can we use?
* Should we offer customers a choice?
* What physical evidence should our facilities present?
* When and where should our service be available?
* Is it feasible to shift from high-contact to low-contact delivery? * What options exist for using third-party intermediaries?

Definitions
* Cyberspace
-the absence of a definable physical location where electronic transactions or communication occur * Marketplace
-a physical location where suppliers/customers meet for business * Market space
-a virtual location in cyberspace where suppliers/customers meet for business * Delivery channel
-the means by which a firm delivers products to its customers

Fig 11.1
Planning service delivery processes
* Nature of contact between customers and provider
* Sequencing and speed of service delivery steps
* Where and when delivery takes place
* Customer involvement in process
-customers served in batches
-customers served individually
-self-service
* Imagery and atmosphere- scripts and environment
* Extent of delegation to intermediaries
* Serving protocol for allocating limited capacity
-reservations
-queuing

Table 11.1
Managing Physical Evidence Strategically
* Attention-creating medium
-differentiate services from competitors
-attract customers from target segments
* Message-creating medium
-use symbolic cues to communicate distinctive nature and quality of service * Effect-creating medium
-employ colors, textures, sounds, scents, spatial design
-create/ heighten appetite for goods/services/experiences
Physical evidence of the services cape
* Impressions created on the senses by physical
* Includes style, appearance
-exterior, interior architecture
-furnishings, décor, color...
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