Marketing bán hàng - Chapter 10: Services

Chapter 10 Services Objectives • Understand nature and importance of services • Identify characteristics of services that differentiate them from goods • Understand importance of service quality The Nature and Importance of Services Relationship to economic growth Group I: Singapore, Japan Group II: Thailand, Malaysia; Group III: China, India, Indonesia, Sri Lanka, Iran, Philipine Group IV: Cambodia, Vietnam, Lao, Bangladesh, Mongolia, Nepal, Pakistan 14 | 4Copyright © Houghton Mifflin Company. All rights reserved. Overview • Product: anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. • Formula: Product = physical product (goods) + service Product = tangible + intangible things Services are intangible products Quá trình cung dịch vụ có thể liên quan đến những yếu tố hữu hình nhất định, nhưng về bản chất thì dịch vụ thường là vô hình 14 | 5Copyright © Houghton Mifflin Company. All rights reserved. What’s a Service? Service: any activity/benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Services are Everywhere 14 | 6Copyright © Houghton Mifflin Company. All rights reserved. What’s a Service? Dịch vụ là một quá trình hoạt động bao gồm các nhân tố không hiện hữu, giải quyết các mối quan hệ giữa người cung cấp với khách hàng hoặc tài sản của khách hàng mà không có sự thay đổi quyền sở hữu. Sản phẩm của DV có thể trong phạm vi hoặc vượt quá phạm vi của sản phẩm vật chất. • Renting a hotel room • depositing $ in a bank • traveling on an airplane • getting a haircut • having car repaired • watching a professional sport • seeing a movie • having clothes cleaned at a dry cleaner • getting advice from a lawyer Services are Everywhere 14 | 8Copyright © Houghton Mifflin Company. All rights reserved. Characteristics of Services • Intangible: cannot be seen, tasted, felt or smell before purchasing. • Inseparability: Production and consumption • Perishability: Cannot be stored, for resale or later use. • Variability: service quality depends on who provides and under what conditions. Ko hiện hữu Ko đồng nhất Ko tồn trữ Ko tách rời DV 14 | 9Copyright © Houghton Mifflin Company. All rights reserved. WHY MARKETING SERVICE IS DIFFICULTLY? • Intangible: - Difficult for customer to evaluate; - Difficult to advertise and display - Difficult to set and justify price - Service process is usually not protected by patent; • Inseparability - Service producers cannot mass produce services; - Customers must participate in production - Services are difficult to distribute 14 | 10Copyright © Houghton Mifflin Company. All rights reserved. WHY MARKETING SERVICE IS DIFFICULTTLY? • Perishability: - Service cannot be stored; - Balancing Demand – Supply is very difficult - Demand may be very time sensitive - Unused capacity is lost forever • Variability (Heterogeneity) in quality - Service quality is difficult to control; - Service delivery is difficult to standardize 14 | 11Copyright © Houghton Mifflin Company. All rights reserved. WHY MARKETING SERVICE IS DIFFICULTLY? • Client-based Relationships – interactions resulting in satisfied customers who use a service repeatedly => generating repeat business is challenging. • Customer contact – the necessary level of interaction between provider and customer to deliver the service => require high levels of service employee training and motivation; Difficult to achieve lower cost without reducing customer satisfaction. 14 | 12Copyright © Houghton Mifflin Company. All rights reserved. Determinants of Service Quality 14 | 13Copyright © Houghton Mifflin Company. All rights reserved. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-13 Determinants of Service Quality 1. Reliability: khả năng thực hiện DV phù hợp và đúng hạn ngay lần đầu tiên 2. Responsiveness: mong muốn và sẵn sàng của NV 3. Assurance: chuyên môn và sự niềm nở của NV 4. Empathy: quan tâm chăm sóc đến từng cá nhân KH 5. Tangible: ngoại hình, trang phục nhân viên, trang thiết bị phục vụ cho DV 14 | 14Copyright © Houghton Mifflin Company. All rights reserved. Service-Quality Model Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-14 14 | 15Copyright © Houghton Mifflin Company. All rights reserved. End of subject