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01: Framework Services Marketing
Grading services marketing
• 2/3 mondeling examen => examenvragen over de groepswerken tijdig
voorbereiden want deze worden letterlijk gesteld
Content lecture
• 1. Adding value through servitization and service classifications
• 2. Defining service marketing
• 3. Service Dominant Logic
• 4. Unique service characteristics and implications
• 5. Marketing mix for services
• 6. Managing service quality (GAP-model)
• 7. Service Profit Chain
Adding value through servitization and service
classifications
ADDING VALUE
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• Nowadays we see that services are very important in our lives
o Servitization
▪ This started in the 70’s like IBM realised that there is a lot of added
value in offering services
▪ There was an evolution from a focus on goods to offering services
▪ In order to stay competitive, services are becoming more and more
competitive
o Materialization
▪ The tangible components (product-oriented) are very important for
customers for added value
▪ = relates to the goods components, tangible good components that
are becoming more important to compete in the market
• New organization
o Convergence we saw from the 90s => if customers evaluate value:
combination of products and services
o Because of new technologies => products and services could be
customized
• Second visual
o When we talk about services, it does not means the traditional service
firms, it’s also customer service
SERVITIZATION
• Example: automotive industry => offerings also involve services: warranties,
contact centre, maintenance services
• Example: also for smartphones and headphones like apple offer support services
and they have an entire ecosystem of different services such as the icloud
service, apple tv subscritption => they go away from there traditional
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EXAMPLES OF SERVICE INDUSTRIES
• Financial services
• Healthcare services
• Hospitality services
• Professional services
• Travel services
• …
LOVELOCK’S CLASSIFICATION OF SERVICES
• 2 dimensions
o Human beings or possessions as recipients
o Actions that are performed that are tangible or intangible
▪ Intangible: information processes => insurance services +
educational services
▪ Tangible:
BROADER AND MORE RECENT CLASSIFICATIONS
• Services as a product
o e.g. IBM providing IT consultancy services
o For example: Microsoft
• Services as experiences
o e.g. Disneyland
• Customer service
o e.g. Dell real-time chat sessions to assist customers
o Bv: call centers, chatbots
• Transformative services
o e.g. well-being, health and sustainability
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Defining service marketing
DEFINING SERVICE MARKETING
• A service is an intangible product involving a deed, a performance, or an effort
that cannot be physically possessed
• Services consist of acts, activities, or performances that a firm provides for
customers
• For example: activity, performance of an employee, advice to a customer,… =>
intangible and not able to posses
TANGIBILITY SPECTRUM
• We could see every offering as a combination of a product and service
• Tangible dominant = traditional goods => clothes for example
• Pure service offerings => for example banking services, insurance
• Middle: combination of products and services => for example restaurant: food+
restaurant service OF educational service: beamer + leture itseld
• It also depends on the needs of the customer and the purpose
o For example a book: can be a story but also a collectors item
o Distincions betweens type of person, purpose of the service,..
Service Dominant Logic
SERVICE DOMINANT LOGIC: SHIFT IN THINKING
• Goods dominant logic => service dominant logic
o “any product delivers a service’ => for example a car offers a
transportation service
o That’s why we need to move to this service dominant logic
01: Framework Services Marketing
Grading services marketing
• 2/3 mondeling examen => examenvragen over de groepswerken tijdig
voorbereiden want deze worden letterlijk gesteld
Content lecture
• 1. Adding value through servitization and service classifications
• 2. Defining service marketing
• 3. Service Dominant Logic
• 4. Unique service characteristics and implications
• 5. Marketing mix for services
• 6. Managing service quality (GAP-model)
• 7. Service Profit Chain
Adding value through servitization and service
classifications
ADDING VALUE
, 2
• Nowadays we see that services are very important in our lives
o Servitization
▪ This started in the 70’s like IBM realised that there is a lot of added
value in offering services
▪ There was an evolution from a focus on goods to offering services
▪ In order to stay competitive, services are becoming more and more
competitive
o Materialization
▪ The tangible components (product-oriented) are very important for
customers for added value
▪ = relates to the goods components, tangible good components that
are becoming more important to compete in the market
• New organization
o Convergence we saw from the 90s => if customers evaluate value:
combination of products and services
o Because of new technologies => products and services could be
customized
• Second visual
o When we talk about services, it does not means the traditional service
firms, it’s also customer service
SERVITIZATION
• Example: automotive industry => offerings also involve services: warranties,
contact centre, maintenance services
• Example: also for smartphones and headphones like apple offer support services
and they have an entire ecosystem of different services such as the icloud
service, apple tv subscritption => they go away from there traditional
, 3
EXAMPLES OF SERVICE INDUSTRIES
• Financial services
• Healthcare services
• Hospitality services
• Professional services
• Travel services
• …
LOVELOCK’S CLASSIFICATION OF SERVICES
• 2 dimensions
o Human beings or possessions as recipients
o Actions that are performed that are tangible or intangible
▪ Intangible: information processes => insurance services +
educational services
▪ Tangible:
BROADER AND MORE RECENT CLASSIFICATIONS
• Services as a product
o e.g. IBM providing IT consultancy services
o For example: Microsoft
• Services as experiences
o e.g. Disneyland
• Customer service
o e.g. Dell real-time chat sessions to assist customers
o Bv: call centers, chatbots
• Transformative services
o e.g. well-being, health and sustainability
, 4
Defining service marketing
DEFINING SERVICE MARKETING
• A service is an intangible product involving a deed, a performance, or an effort
that cannot be physically possessed
• Services consist of acts, activities, or performances that a firm provides for
customers
• For example: activity, performance of an employee, advice to a customer,… =>
intangible and not able to posses
TANGIBILITY SPECTRUM
• We could see every offering as a combination of a product and service
• Tangible dominant = traditional goods => clothes for example
• Pure service offerings => for example banking services, insurance
• Middle: combination of products and services => for example restaurant: food+
restaurant service OF educational service: beamer + leture itseld
• It also depends on the needs of the customer and the purpose
o For example a book: can be a story but also a collectors item
o Distincions betweens type of person, purpose of the service,..
Service Dominant Logic
SERVICE DOMINANT LOGIC: SHIFT IN THINKING
• Goods dominant logic => service dominant logic
o “any product delivers a service’ => for example a car offers a
transportation service
o That’s why we need to move to this service dominant logic
