Service Marketing
Chapter 11
Creating delivery systems in place, cyberspace and time
Learning Objectives- What are the options for delivering our service? * What physical and electronic channels can we use? * Should we offer customers a choice? * What physical evidence should our facilities present? * When and where should our service be available? * Is it feasible to shift from high-contact to low-contact delivery? * What options exist for using third-party intermediaries?
Definitions * Cyberspace
-the absence of a definable physical location where electronic transactions or communication occur * Marketplace
-a physical location where suppliers/customers meet for business * Market space
-a virtual location in cyberspace where suppliers/customers meet for business * Delivery channel
-the means by which a firm delivers products to its customers
Fig 11.1
Planning service delivery processes * Nature of contact between customers and provider * Sequencing and speed of service delivery steps * Where and when delivery takes place * Customer involvement in process
-customers served in batches
-customers served individually
-self-service
* Imagery and atmosphere- scripts and environment * Extent of delegation to intermediaries * Serving protocol for allocating limited capacity
-reservations
-queuing
Table 11.1
Managing Physical Evidence Strategically * Attention-creating medium
-differentiate services from competitors
-attract customers from target segments * Message-creating medium
-use symbolic cues to communicate distinctive nature and quality of service * Effect-creating medium
-employ colors, textures, sounds, scents, spatial design
-create/ heighten appetite for goods/services/experiences Physical evidence of the services cape * Impressions created on the senses by physical * Includes style, appearance -exterior, interior architecture
-furnishings, décor, color
Creating delivery systems in place, cyberspace and time
Learning Objectives- What are the options for delivering our service? * What physical and electronic channels can we use? * Should we offer customers a choice? * What physical evidence should our facilities present? * When and where should our service be available? * Is it feasible to shift from high-contact to low-contact delivery? * What options exist for using third-party intermediaries?
Definitions * Cyberspace
-the absence of a definable physical location where electronic transactions or communication occur * Marketplace
-a physical location where suppliers/customers meet for business * Market space
-a virtual location in cyberspace where suppliers/customers meet for business * Delivery channel
-the means by which a firm delivers products to its customers
Fig 11.1
Planning service delivery processes * Nature of contact between customers and provider * Sequencing and speed of service delivery steps * Where and when delivery takes place * Customer involvement in process
-customers served in batches
-customers served individually
-self-service
* Imagery and atmosphere- scripts and environment * Extent of delegation to intermediaries * Serving protocol for allocating limited capacity
-reservations
-queuing
Table 11.1
Managing Physical Evidence Strategically * Attention-creating medium
-differentiate services from competitors
-attract customers from target segments * Message-creating medium
-use symbolic cues to communicate distinctive nature and quality of service * Effect-creating medium
-employ colors, textures, sounds, scents, spatial design
-create/ heighten appetite for goods/services/experiences Physical evidence of the services cape * Impressions created on the senses by physical * Includes style, appearance -exterior, interior architecture
-furnishings, décor, color