Ch22[1]
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The document discusses different ways of classifying services and marketing strategies for services. It covers classifying services based on tangibility, customization, and other factors. Key aspects of service marketing include the service experience for customers in terms of quality, reliability, and responsiveness. The document also discusses ensuring high quality service through careful staff recruitment and training. Other topics covered include franchising models, the perspectives of both franchisors and franchisees, and launching new franchise systems.
Ch22[1]
- 1. Services and non-profit marketing
- 2. Classifying services The product - service spectrum Figure 22.1
- 3. Means of classifying service products Tangibility. How the service is delivered. The extent the service is constrained or the demand fluctuates. Degree of involvement of people and facilities in the service. Level of customisation. Service benefit duration.
- 4. Characteristics of service markets Figure 22.2
- 5. Generic differences between services and physical goods Lovelock et al 1999 Table 22.1 Source : Lovelock et al . (1999).
- 6. The services marketing mix Figure 22.3
- 7. Service experience Quality of outcome Access. Reliability. Credibility. Security. Understanding the customer. Quality of inputs Responsiveness. Courtesy. Competence. Communication. Tangibles.
- 8. Barriers to service quality (Parasuraman, 1985) Misconceptions. Inadequate resources. Inadequate delivery. Exaggerated promises.
- 9. Factors affecting consumers’ service expectations Figure 22.4
- 10. Ensuring a productive service workforce Positivity - the ‘satisfaction mirror’. Careful recruitment. Retaining service staff - higher capability levels. Training both visible and invisible service staff. Fair and flexible measures of service productivity. Efficient systems and technology. Reduction in service levels. Changing customer interaction. Reduce mismatch between supply and demand.
- 11. Franchising Type of vertical marketing system. Contractual relationship between a franchisor and franchisee. The owner of a product licenses another to use, buy, sell or operate it in exchange for some form of payment. Can offer small business with route to achieving more rapid growth.
- 12. Types of franchise relationship Distributorships. Licenses to manufacture. Celebrity endorsements. Trade marks. Business format franchising (e.g. McDonald’s).
- 13. Types of business format franchise Executive. Retail. Distribution. Job.
- 14. Variations in franchise independence Table 22.3 Source : Felstead (1991).
- 15. The franchisor’s perspective Benefits Financial - rapid growth in market coverage and penetration. Committed managerial resource. Economies of scale. Problems Handling ineffective or remote franchises. Grouping of franchisees for negotiation.
- 16. The franchisee’s perspective Benefits Participation in system of established image, etc. Access to organised systems. National or regional advertising. Guidance on purchases. Problems Contract compliance. Tension in relationship. Negative effects from poor decision making by franchisor.
- 17. Launching new franchise systems Figure 22.5
- 18. Non-profit organisations Table 22.6