Service Marketing ALL LECTURES [Pre-Master Marketing Management 2017/2018 Tilburg University]

College​ ​1:
Definition​ ​of​ ​service:
A​ ​change​ ​in​ ​the​ ​condition​ ​of​ ​a​ ​person​ ​of​ ​a​ ​good​ ​belonging​ ​to​ ​some​ ​economic​ ​unit​ ​which​ ​is
brought​ ​about​ ​as​ ​a​ ​result​ ​of​ ​the​ ​activity​ ​of​ ​some​ ​other​ ​economics​ ​unit​ ​with​ ​the​ ​prior
agreement​ ​of​ ​the​ ​former​ ​person​ ​or​ ​economic​ ​unit.​ ​-​ ​Hill​ ​1977

Definition​ ​of​ ​service:
Deeds,​ ​processes​ ​and​ ​performances​ ​-​ ​Book

​ ​De​ ​beste​ ​en​ ​slechtste​ ​bedrijven​ ​zijn​ ​vaak​ ​dienstenbedrijven​ ​want​ ​bij​ ​een​ ​productiebedrijf
dan​ ​weet​ ​je​ ​wat​ ​je​ ​kunt​ ​verwachten​ ​dus​ ​er​ ​is​ ​een​ ​kleiner​ ​gap​ ​tussen​ ​verwachting​ ​en
werkelijkheid,​ ​vaak.

Service​ ​Process​ ​Matrix
Degree​ ​of​ ​labour​ ​intensity​ ​(low​ ​or​ ​high)​ ​vs​ ​Degree​ ​of​ ​interaction​ ​and​ ​customization​ ​(low​ ​or
high)

Low​ ​interaction/customization​ ​=​ ​Marketing,​ ​attention​ ​to​ ​physical​ ​surroundings,
standardization​ ​of​ ​operations.

Low​ ​labor​ ​intensity​ ​=​ ​Capital​ ​decisions,​ ​technological​ ​advances,​ ​peaks.

High​ ​labor​ ​intensity​ ​=​ ​Hiring,​ ​training,​ ​employee​ ​welfare.

High​ ​interaction/customization​ ​=​ ​Fighting​ ​costs,​ ​maintaining​ ​quality,​ ​reacting​ ​to​ ​customer
intervention.

Differences​ ​between​ ​goods​ ​and​ ​services
- Intangibility
- Heterogeneity
- Perishability
- Simultaneous​ ​production​ ​and​ ​consumption

Solutions
- Intangibility
- Perishability

, College​ ​2

Service​ ​Framework​ ​2
What​ ​or​ ​who​ ​is​ ​the​ ​direct​ ​recipient​ ​of​ ​the​ ​service

- People​ ​processing
● Involvement​ ​customer
● Investment​ ​in​ ​time​ ​and​ ​effort
● Process/output​ ​->​ ​Advantages
● Non-financial​ ​costs​ ​(time,​ ​mentally/physically,​ ​fear/pain)
● Public​ ​transport,​ ​health​ ​service,​ ​sports​ ​club.
● De​ ​customer​ ​stopt​ ​energie​ ​in​ ​het​ ​proces,​ ​de​ ​energie​ ​die​ ​erin​ ​wordt​ ​gestopt​ ​heeft
invloed​ ​op​ ​de​ ​evaluatie.​ ​Dus​ ​het​ ​gaat​ ​niet​ ​alleen​ ​om​ ​de​ ​output.

- Possession​ ​processing
● Separate​ ​consumption/production
● Involvement​ ​customer
● Freight​ ​transport,​ ​repair​ ​service,​ ​storage,​ ​cleaning​ ​service
● De​ ​customer​ ​hoeft​ ​niets​ ​te​ ​doen​ ​in​ ​het​ ​proces.​ ​Simpeler​ ​dan​ ​people​ ​processing.
Minder​ ​afhankelijk​ ​van​ ​het​ ​proces​ ​of​ ​dienstverlener.

- Mental​ ​stimulus​ ​process
● Thoughts/memory/attitudes
● Involvement​ ​customer
● Active​ ​vs.​ ​passive​ ​presence
● Information​ ​transformation
● Education​ ​services,​ ​festival
● Je​ ​moet​ ​actief​ ​aanwezig​ ​zijn​ ​om​ ​de​ ​dienst​ ​te​ ​gebruiken.​ ​Al​ ​slaap​ ​je​ ​tijdens​ ​de
colleges​ ​dan​ ​gebruik​ ​je​ ​de​ ​dienst​ ​niet.​ ​Bij​ ​people​ ​processing​ ​kun​ ​je​ ​wel​ ​slapen,
tijdens​ ​de​ ​trein.

-Information​ ​processing
●Tangibility
●Involvement​ ​customer
○ Habits​ ​+​ ​tradition​ ​not​ ​operational​ ​process
Accountants,​ ​research,​ ​consultancy,​ ​lawyer.
Moeilijk​ ​om​ ​een​ ​persoonlijke​ ​brand​ ​te​ ​creëren​ ​omdat​ ​er​ ​geen​ ​persoonlijk​ ​contact
noodzakelijk​ ​is.