Services Marketing
Lecture 1 – Service Conceptualisation
Gap model: five gaps to perceived service quality
wij richten ons vooral op gap 5. Het
verschil tussen expected en perceived service
Provider gap 1: Not knowing what customer expect
Provider gap 2: Not selecting the right service designs and standards
Provider gap 3: Not delivering to service standards
Provider gap 4: Not matching performance to promises
These gaps are the key factors leading to gap 5 (the gap between expectation and perception)
Key factors leading to gap 1
• Insufficient marketing research orientation
• Lack of upward communication (workfloor to management)
• Insufficient relationship focus
• Inadequate service recovery
Key factors leading to gap 2 (focus on process)
• Poor service design
• Absence of customer-driven standards
• Inappropriate physical evidence and servicescape
Key factors leading to gap 3
• Deficiencies in human resource policies
• Failure to match supply and demand
• Customers not fulfilling roles
• Problems with service intermediaries
Key factors leading to gap 4 (communication gap)
• Lack of integrated services marketing communications
• Ineffective management of customer expectations
• Overpromising
, • Inadequate horizontal communications
Definition of a 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.
these 4 things make it way more difficult to do marketing
for services but also gives you way more possibilities to
achieve something in compared to marketing for
products.
Production and consumption at the same time! So same
place, people are important
multi-site strategie: customers kunnen niet te ver reizen voor een bepaalde service dus je moet de
service op verschillende plaatsen aan kunnen bieden
,De Service Mix for Products
• Products
• Places
• Promotion
• Price
For Services we have 3 additional pieces
• Process, process has to be fine because production and consumption is at the same time
• Physical Evidence
• People
Perception of the customer is important. In theory the new service might be better, but if the
customer does not receive is as better than you missed the point.
Lecture 2 – Service Customer
Highly intangible
, Differences between goods and services is the kind of attributes services and goods are created upon
Accessible before you buy it (how easy is it searchable)
You can judge after you used it
After you had bought it you cant judge (car control)
Personal contact (process) becomes more important
basically same stages as for products but they are
filled in differently
1. Orientation is way more complex because
the intangibility makes it difficult
people don’t like uncertainty
What kind of source do people use when buying
Services are way harder to compare than goods. From consumer view it is hard for the company to
even be in the consideration set
Lecture 1 – Service Conceptualisation
Gap model: five gaps to perceived service quality
wij richten ons vooral op gap 5. Het
verschil tussen expected en perceived service
Provider gap 1: Not knowing what customer expect
Provider gap 2: Not selecting the right service designs and standards
Provider gap 3: Not delivering to service standards
Provider gap 4: Not matching performance to promises
These gaps are the key factors leading to gap 5 (the gap between expectation and perception)
Key factors leading to gap 1
• Insufficient marketing research orientation
• Lack of upward communication (workfloor to management)
• Insufficient relationship focus
• Inadequate service recovery
Key factors leading to gap 2 (focus on process)
• Poor service design
• Absence of customer-driven standards
• Inappropriate physical evidence and servicescape
Key factors leading to gap 3
• Deficiencies in human resource policies
• Failure to match supply and demand
• Customers not fulfilling roles
• Problems with service intermediaries
Key factors leading to gap 4 (communication gap)
• Lack of integrated services marketing communications
• Ineffective management of customer expectations
• Overpromising
, • Inadequate horizontal communications
Definition of a 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.
these 4 things make it way more difficult to do marketing
for services but also gives you way more possibilities to
achieve something in compared to marketing for
products.
Production and consumption at the same time! So same
place, people are important
multi-site strategie: customers kunnen niet te ver reizen voor een bepaalde service dus je moet de
service op verschillende plaatsen aan kunnen bieden
,De Service Mix for Products
• Products
• Places
• Promotion
• Price
For Services we have 3 additional pieces
• Process, process has to be fine because production and consumption is at the same time
• Physical Evidence
• People
Perception of the customer is important. In theory the new service might be better, but if the
customer does not receive is as better than you missed the point.
Lecture 2 – Service Customer
Highly intangible
, Differences between goods and services is the kind of attributes services and goods are created upon
Accessible before you buy it (how easy is it searchable)
You can judge after you used it
After you had bought it you cant judge (car control)
Personal contact (process) becomes more important
basically same stages as for products but they are
filled in differently
1. Orientation is way more complex because
the intangibility makes it difficult
people don’t like uncertainty
What kind of source do people use when buying
Services are way harder to compare than goods. From consumer view it is hard for the company to
even be in the consideration set
