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Managing Services
Chapter 12
Services
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Intangible items for which consumers
exchange something of value
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4x larger than goods industry
4 I’s of Service
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Intangibility
Inconsistency
Inseparability
Inventory

Idle production
capacity
Source: http://www.clipart-waiter-1.html
Services Continuum

A range of the services-oriented and
goods-oriented available in the
marketplace
Source: http://www-rohan.sdsu.edu/
Service Classification

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People delivery v. Equipment delivery
Profit v. Nonprofit
Government sponsored v. Nongovernment Sponsored
Assessing Purchase Process and
Service Quality

Properties

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Search
Experience
Credence
Assessing Service Quality

Gap analysis

Four factors
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Servicescape
Service providers
Other customers
Invisible organization and
systems
Source: http://quickandunique.com
Relationship Marketing and
Services

Customer Contact Audit

Marks “contact points”
Marketing Services

Internal Marketing

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Employee-focus
Product

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Exclusivity
Branding
Capacity Management
Marketing Services

Pricing

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Off-peak pricing
Place
Promotion
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Publicity