Planning and Branding Service Products
CREATING AND DELIVERING SERVICES
Understanding service products (once more ;)
Services are performance, rather a thing, and they are experienced rather than owned…
Customers participate in service delivery.
Service delivery occurs in real time.
Services have front end and backstage.
Services have a core and supplementary elements.
…
(What else?)
Designing and delivering services.
Figure 1. Planning, creating, and delivering services.
Service delivery process is configured additionally.
Figure 2. Service delivery and evaluation.
Technological revolution in Services.
Fast trains, weather forecasts, satellite communications and broadcast, Internet…
ATM machines (and supplementary infrastructure) are the core advances in banking.
Marketspase vs. marketplace.
Moving from high-contact to low-contact encounter changes the approaches to service delivery.
E.g., buying in face-to-face contact, telephone contact, or “anonymous” Internet.
Planning and branding service products
A product defines a consistent “bundle of output” and also the ability to differentiate one bundle of output from another. (The statement, developed for tangible products, is applicable for services).
Product lines and brands.
Mostly, companies operate several lines, changing the list given the changes in market environment.
(Marriott Corporation initially had: full-service business and resort hotels, family and fast-food restaurant chains, contract food services (including both institutional catering and in-flight kitchens and airlines), theme parks, and cruise ships. Later, it sold most of the latter, expanding the first group.
British Airways had 8 brands under operation: Concorde, First Class, Club World (business class), World Traveller (economy class); Club Europe and Euro-Traveler (European business and economy); SuperShuttle brand (guaranteed economy seat at high-frequency service); 6 commuter airlines (partnerships with BA), operating British Airways Express brand.
Figure.
Understanding service products (once more ;)
Services are performance, rather a thing, and they are experienced rather than owned…
Customers participate in service delivery.
Service delivery occurs in real time.
Services have front end and backstage.
Services have a core and supplementary elements.
…
(What else?)
Designing and delivering services.
Figure 1. Planning, creating, and delivering services.
Service delivery process is configured additionally.
Figure 2. Service delivery and evaluation.
Technological revolution in Services.
Fast trains, weather forecasts, satellite communications and broadcast, Internet…
ATM machines (and supplementary infrastructure) are the core advances in banking.
Marketspase vs. marketplace.
Moving from high-contact to low-contact encounter changes the approaches to service delivery.
E.g., buying in face-to-face contact, telephone contact, or “anonymous” Internet.
Planning and branding service products
A product defines a consistent “bundle of output” and also the ability to differentiate one bundle of output from another. (The statement, developed for tangible products, is applicable for services).
Product lines and brands.
Mostly, companies operate several lines, changing the list given the changes in market environment.
(Marriott Corporation initially had: full-service business and resort hotels, family and fast-food restaurant chains, contract food services (including both institutional catering and in-flight kitchens and airlines), theme parks, and cruise ships. Later, it sold most of the latter, expanding the first group.
British Airways had 8 brands under operation: Concorde, First Class, Club World (business class), World Traveller (economy class); Club Europe and Euro-Traveler (European business and economy); SuperShuttle brand (guaranteed economy seat at high-frequency service); 6 commuter airlines (partnerships with BA), operating British Airways Express brand.
Figure.