Notesale: Turn your study into money

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Lecture 10
People
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The image they present is important
First contact often human – what is the lasting image they provide to the customer?
Extent of training & knowledge of the product/service concerned
Mission statement – how relevant?
Do staff represent the desired culture of the business?

Process
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What processes do they have to go through to acquire the services?
Where do they find the availability of the services?
o Contact
o Registration
o Reminders
o Subscription
o Form filling
o Degree of technology

Physical Evidence
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The ambience, mood or physical representation of the environment
o Smart/shabby?
o Trendy/retro/modern/old fashioned?
o Light/dark/bright/subdued
o Romantic/chic/loud
o Clean/dirty/unkempt/neat
o Music
o Smell

Service: An intangible product involving a deed, a performance or an effort that cannot
physically be possessed (consumer services: education, healthcare) (business services:
repairs & maintenance, marketing research)
Service Characteristics
Characteristics of Service
Intangibility:
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Difficulty in evaluation
A deed, performance or effort
Use tangible cues
Benefits on non ownership

Inseparability
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Simultaneous production & consumption
Importance of service provider

Heterogeneity/Variability
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Standardisation difficult
Selection, training & rewarding of staff

Perishability
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Consumption cannot be stored
Match supply and demand
Use of part time staff

“At Scandinavian Airline (SAS) it is estimated that each year 10 million customers come into
contact, with approximately 5 staff for an average of 15 seconds
...
They are the moments
of truth when we must prove to our customers SAS is the best alternative”
(Jan Carlzon, formerly CEO of SAS Airlines)
(Insert Services marketing triangle diagram)
Service Quality
Tangibles – Physical features, equipment, appearance
Reliability – Ability to perform the promised service dependably & accurately
Responsiveness – Willingness to help clients & provide prompt service
Assurance – Knowledge, competence, courtesy of employees & their ability to convey trust
& confidence (credibility & security)
Empathy – Caring, individualized attention, access, communication, and understanding
SERVQUAL: A survey instrument for assessing quality along the five service dimensions
above

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