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Intangible activities or benefits that an organization provides to satisfy customers' needs in exchange for something of value
market range from the tangible to the intangible or good-dominant to service-dominant offerings
allow service providers to differentiate their offering from competitors , and may add value for the consumer
facilitate customization, personal interaction, sharing interests, manage reputation
How do service providers ensure authentic offerings?
word of mouth communications, personal needs, past experiences, and promotional activities
Expectations are influenced by (4)
customer contact audit
a flowchart of the points of interaction between consumer and service provider ...made by Hertz
terms of loyalty, benefits, and respect for privacy and higher expectation of future use of service
product, price, place, promotion, people, physical environment, process, and productivity
eight Ps of services marketing
charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service
focusing on its employees before successful programs can be directed at customers
Customer experience management(CEM)
process of managing the entire customer experience with the company
the service component of the marketing mix is integrated with efforts to influence customer demand
demand matches capacity and organizations assets maximize ROI
the availability of the offering for service organizations must include these (2)
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