MKT625 Handouts Lectures 1-45

TABLE OF CONTENTS · Lesson 1 · Page

Learning objectives………………………………………………………………………….. 2 The instructional design……………………………………………………………………... 3 The course resource………………………………………………………………………… 3

Lesson 2

The importance of services sector and its growth……………………………..…………….. 4 Types of services……………………………………………………………………………. 4 Summary……………………………………………………………………………………. 5

Lesson 3

The tangibility spectrum…………………………………………………………………….. 7 Definition of services……………………………………………………………………….. 7 Why services marketing? .........................................................................................................................7 Internal marketing………………………………………………………………………….. 8 Interactive marketing……………………………………………………………………….. 9

Characteristics of services…………………………………………………………………… 10 Summary…………………………………………………………………………………… 12

Lesson 4

Classification of services……………………………………………………………………. 13 Nature of organization……………………………………………………. ………. 13 Summary……………………………………………………………………………………. 15

Lesson 5

Classification of services…cont’d…………………………………………………………… 16 Nature of service…………………………………………………………………… 16 Customer relationship……………………………………………………………… 16 Nature of demand…………………………………………………………………. 17 Summary……………………………………………………………………………………. 18

Lesson 6

Classification of services…cont’d…………………………………………………………… 19 Service package…………………………………………………………………….. 19 Delivery method…………………………………………………………………… 19 Benefits of classification……………………………………………………………………. 19 Marketing mix of services…………………………………………………………………… 21 People……………………………………………………………………………… 21 Summary…………………………………………………………………………………… 22

Lesson 7

Marketing mix of services…cont’d…………………………………………………………. 23 Physical evidence…………………………………………………………………... 23 Processes…………………………………………………………………………... 23 Importance of 7Ps………………………………………………………………………….. 24 Implications for marketing…………………………………………………………. ………. 24 Summary……………………………………………………………………………………. 26

Lesson 8

The provider gap and its levels……………………………………………………………… 27 The customer gap…………………………………………………………………………… 28 Summary……………………………………………………………………………………. 29

Lesson 9

The purchase process of services…………………………………………………………… 30 Pre-purchase phase………………………………………………………………… 30 The service encounter……………………………………………………………… 31 Summary…………………………………………………………………………………… 33

Lesson 10

The purchase process of services…cont’d…………………………………. ………. ………. 34 The service encounter…cont’d……………………………………………. ………. 34 The post-purchase phase…………………………………………………………… 34 The model of consumer expectations………………………………………………………. 36 Summary……………………………………………………………………………………. 37

Lesson 11

Zone of tolerance…………………………………………………………………………… 38 Factors that shape up the zone of tolerance………………………………………………… 38 Need recognition…………………………………………………………………………… 40 Maslow’s hierarchy in a marketing perspective……………………………………………… 41 Summary……………………………………………………………………………………. 42

Lesson 12

Role of consumer expectations………………………………………………………………43 Managing consumer expectations…………………………………………………………… 43 Summary…………………………………………………………………………………… 44

Lesson 13

Satisfaction and quality……………………………………………………………………… 46 What determines satisfaction? ……………………………………………………………… 46 Summary…………………………………………………………………………………… 48

Lesson 14

Dimensions of quality………………………………………………………………………. 50 The importance of encounters……………………………………………………………… 51 Critical incident technique and the themes………………………………………………….. 52 Satisfaction with technology-based encounters……………………………………………… 53 Summary…………………………………………………………………………………… 54

Lesson 15

Plan for effective recovery………………………………………………………………….. 55 Facilitate adaptability and flexibility…………………………………………………………. 55 Encourage spontaneity……………………………………………………………………… 56 Help employees cope with problem customers……………………………………………... 56 Summing up the basic concepts…………………………………………………………….. 57 Filling up gap 1……………………………………………………………………………... 59 Summary…………………………………………………………………………………… 59

Lesson 16

Objectives of research……………………………………………………………………… 60 Criteria for effective research………………………………………………………..………. 61 Summary…………………………………………………………………………………… 62

Lesson 17

Criteria for effective research…cont’d……………………………………………………… 63 Elements in effective research………………………………………………………………. 64 Complaint solicitation……………………………………………………………… 64 Critical incident studies…………………………………………………………….. 64 Requirements research……………………………………………………………... 65 SERVQUAL………………………………………………………………………. 65 Summary…………………………………………………………………………………… 67

Lesson 18

Elements in effective research…cont’d……………………………………. ………………. 68 Post-transaction surveys or trailer calls…………………………………………….. 86 Service expectation meetings and reviews………………………………………….. 86 Process checkpoint evaluation……………………………………………………… 86 Market-oriented ethnography……………………………………………………… 86 Mystery shopping………………………………………………………………….. 86 Consumer panels…………………………………………………………………… 86 Lost customer research…………………………………………………………….. 86 Future expectation research……………………………………….. ……………….. 86 The value of research……………………………………………………………………….. 70 Summary……………………………………………………………………………………. 71

Lesson 19

Performance, gap scores, and competition charts…………………………………………… 72 Zone of tolerance charts……………………………………………………………………. 72 Importance-performance matrices………………………………………………………….. 74 Summary …………………………………………………………………………………… 75

Lesson 20

Research for upward communication……………………………………………………….. 76

Summary……………………………………………………………………………………. 78