Lecture Marketing management: Chapter 10 – Nguyễn Thị Trang Nhung

Chapter 10

Services


Objectives
• Understand nature and importance of services
• Identify characteristics of services that
differentiate them from goods
• Understand importance of service quality


The Nature and Importance of Services
Relationship to economic growth

Group I: Singapore, Japan
Group II: Thailand, Malaysia;
Group III: China, India, Indonesia, Sri Lanka, Iran, Philipine
Group IV: Cambodia, Vietnam, Lao, Bangladesh, Mongolia, Nepal, Pakistan


Overview
• Formula:

• Product:
Product = physical product (goods) +
anything that
service
can be offered
Product = tangible + intangible things
to a market for

Services are intangible products
attention,
Quá trình cung dịch vụ có thể liên
acquisition,
quan đến những yếu tố hữu hình
use, or
nhất định, nhưng về bản chất thì
consumption
dịch vụ thường là vô hình
and that might
satisfy a want
or need.
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What’s a Service?
Service: any activity/benefit that one party can
offer to another that is essentially intangible and
does not result in the ownership of anything. Its
production may or may not be tied to a physical
product.

Services are
Everywhere

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What’s a Service?
 Dịch vụ là một quá trình hoạt động bao gồm các nhân
tố không hiện hữu, giải quyết các mối quan hệ giữa
người cung cấp với khách hàng hoặc tài sản của
khách hàng mà không có sự thay đổi quyền sở hữu.
Sản phẩm của DV có thể trong phạm vi hoặc vượt quá
phạm vi của sản phẩm vật chất.

Services are Everywhere
• Renting a hotel room
• watching a professional sport
• depositing $ in a
• seeing a movie
bank
• having clothes cleaned at a dry
• traveling on an airplane
cleaner
• getting a haircut
• getting advice from a lawyer
• having
car
repaired
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Characteristics of Services

• Intangible: cannot be seen, tasted, felt or smell
before purchasing.
• Inseparability: Production and consumption
• Perishability: Cannot be stored, for resale or later
use.
• Variability: service quality depends on who provides
and under what conditions.
Ko
hiện
hữu

Ko
đồng
nhất

Ko
tồn
trữ

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Ko
tách
rời

DV

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WHY MARKETING SERVICE IS
DIFFICULTLY?
• Intangible:
- Difficult for customer to evaluate;
- Difficult to advertise and display
- Difficult to set and justify price
- Service process is usually not protected by patent;

• Inseparability
- Service producers cannot mass produce services;
- Customers must participate in production
- Services are difficult to distribute

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WHY MARKETING SERVICE IS
DIFFICULTTLY?
• Perishability:
- Service cannot be stored;
- Balancing Demand – Supply is very difficult
- Demand may be very time sensitive
- Unused capacity is lost forever

• Variability (Heterogeneity) in quality
- Service quality is difficult to control;
- Service delivery is difficult to standardize

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WHY MARKETING SERVICE IS
DIFFICULTLY?
• Client-based Relationships – interactions
resulting in satisfied customers who use a
service repeatedly => generating repeat
business is challenging.

• Customer contact – the necessary level of
interaction between provider and customer to
deliver the service => require high levels of
service employee training and motivation;
Difficult to achieve lower cost without reducing
customer satisfaction.
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Determinants of Service Quality

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Determinants of Service Quality
1. Reliability: khả năng thực hiện DV phù hợp và đúng
hạn ngay lần đầu tiên
2. Responsiveness: mong muốn và sẵn sàng của NV
3. Assurance: chuyên môn và sự niềm nở của NV
4. Empathy: quan tâm chăm sóc đến từng cá nhân KH
5. Tangible: ngoại hình, trang phục nhân viên, trang
thiết bị phục vụ cho DV

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Service-Quality Model

Copyright
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End of subject

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