MKT625 Official Handouts

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