chapter two marketing services. © 2008 pearson education, upper saddle river, nj 07458. all rights...
TRANSCRIPT
Chapter Two
Marketing Services
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.2
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Services Versus Goods Intangibility
The attributes of services that cannot be grasped by any of the five senses
Aspects of a service that are difficult to grasp prior to purchase
Purchase is based on consumer expectations
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.3
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Services Versus GoodsTangibility Spectrum
TangibleDominant
IntangibleDominant
SaltSoft Drinks
DetergentsAutomobiles
Cosmetics
AdvertisingAgencies
AirlinesInvestment
ManagementConsulting
Teaching
Fast-foodOutlets
Fast-foodOutlets
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.4
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Services Versus Goods
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.5
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Services Versus Goods
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.6
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Services Versus Goods Perishablility
If not sold by a particular time, the opportunity to sell it again is gone forever
Complicated by fixed capacity Unique to the hospitality industry
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.7
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Services Versus Goods Heterogeneity
Delivery of services is inconsistent due to employee variance and varying needs of customers
“Moment of truth” when the service product meets service delivery and consistency is key
Customers are also varied and have different wants and needs
The use of self-service technologies in an attempt to standardize service
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.8
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Services Versus Goods Simultaneous production and
consumption Services are consumed at the same
time they are purchased Thus management is marketing in the
hospitality industry Always the possibility of a new
experience with each purchase
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.9
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Services Versus Goods The Hospitality Product
The combination of goods, services, environment and experience that the consumer buys
Differences between services and manufactured goods
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.10
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
The Hospitality Product Defines how the service should
theoretically work “Plan your work”
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.11
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
The Hospitality Product
Exhibit 2-9; The Hospitality Product model
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.12
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
The Hospitality Product Physical product
The tangible component of service Service environment
The physical environment in which the service is delivered
Surrounding area Layout Signs and symbols
Service Product The core performance or service purchased by the
patron Service delivery
What happens when the customer actually consumes the service
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.13
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
The Hospitality Product
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.14
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Service Quality and Service Gaps
Premise: The customer’s evaluation of a service
purchase (e.g., their satisfaction) is determined by how well the purchase experience compares to their expectations of the purchase experience
Zone of tolerance is the range where customers are still satisfied
Can use the SERVQUAL model
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.15
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Service Quality and Service GapsEvaluations of services are based on
expectations because the characteristics of services:
intangibility, heterogeneity, and simultaneous production and consumption
make it almost impossible for consumers to evaluate services in the same way they evaluate goods:
that is, before they buy the product
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.16
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Gap Model of Service Quality
Performance > Expectation Performance = Expectation
Performance < Expectation
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.17
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Possible Levels of Customer Expectations
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.18
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Service Quality and Service Gaps
Gap 1 Gap between services expected by the customer and
management’s perceptions of customers’ expectations Gap 2
Gap between management’s perceptions of customer expectations and service quality specifications
Gap 3 Gap between service quality specifications and service
delivery Gap 4
Gap between the service delivered and the service promised
Gap 5 Gap between the perceived service and the actual service
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.19
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Service Quality and Service Gaps
Exhibit 2-10; The SERVQUAL Model
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.20
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Service Quality and Service Gaps Dimensions of service quality
The key is to incorporate the words into the service experience to remind the customer that they are receiving great service
The acronym R.A.T.E.R. Reliability Assurance Tangibility Empathy Responsiveness
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.21
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Class Discussion
Spend 10 minutes designing a room service script for employees that uses each part of the RATER System