Chương này giúp người học tìm hiểu cách định nghĩa và phân loại dịch vụ; hiểu được cách các công ty dịch vụ cải thiện chiến lược cạnh tranh, chất ;lượng dịch vụ và sản phẩm của họ;. để tìm hiểu thêm các nội dung chi tiết. | Slide Chapter 12 Thiết kế và quản trị dịch vụ Slide Mục tiêu Learn how services are defined and classified. Understand how service firms improve their competitive differentiation, service quality, and productivity. Identify how goods-producing companies can improve their customer support services. Slide Nature of Services The Service Industry includes the: Government sector Private nonprofit sector Business sector Manufacturing sector Slide Nature of Services Service Mix Categories: Pure tangible good: no services Tangible good with accompanying services Hybrid: equal parts service and goods Major service with accompanying minor goods and services Pure service Slide Nature of Services Characteristics Intangibility Inseparability Variability Perishability Cannot be touched, seen, tasted, heard, or smelled before purchase Lack of trial means higher consumer risk Consumers rely on cues to draw quality inferences Marketers must try to “tangibilize the intangible” . | Slide Chapter 12 Thiết kế và quản trị dịch vụ Slide Mục tiêu Learn how services are defined and classified. Understand how service firms improve their competitive differentiation, service quality, and productivity. Identify how goods-producing companies can improve their customer support services. Slide Nature of Services The Service Industry includes the: Government sector Private nonprofit sector Business sector Manufacturing sector Slide Nature of Services Service Mix Categories: Pure tangible good: no services Tangible good with accompanying services Hybrid: equal parts service and goods Major service with accompanying minor goods and services Pure service Slide Nature of Services Characteristics Intangibility Inseparability Variability Perishability Cannot be touched, seen, tasted, heard, or smelled before purchase Lack of trial means higher consumer risk Consumers rely on cues to draw quality inferences Marketers must try to “tangibilize the intangible” Slide Nature of Services Characteristics Intangibility Inseparability Variability Perishability Services are produced and consumed at the same time (air travel) Service providers and sometimes other customers become part of the service (restaurant) Strong preferences for service providers exist Slide Nature of Services Characteristics Intangibility Inseparability Variability Perishability Service providers vary with respect to attitudes, skills, mood, etc. Even the same provider may give different service on a different day. Quality control is critical: Hiring the right people Standardizing service Monitoring satisfaction Slide Nature of Services Characteristics Intangibility Inseparability Variability Perishability Services can not be inventoried or otherwise stored Capacity / demand management is critical: Demand side strategies Supply side strategies Slide Nature of Services Demand-side strategies Use differential pricing Cultivate nonpeak demand Develop complementary .
