Service marketing - Appunti di Marketing

Unit 1 - Service marketing framework

Micro-level

Micro-level ➔ employees and customers are necessary to make sure that the service is executed, to complete the service there are also the technology and servicescape. These 4 elements interact to create the service processes. ➔ service means management interactions with customers

Then there is the macro-level which includes the whole system, so everything else that is around it, in relation to the single service

Service marketing mix – 4 types of services

• People processing = services directed at people’s bodies ➔ hairstylist
• Possession processing = services directed at physical possessions ➔ moving goods or shipping
• Mental stimulus processing = services directed at people’s mind ➔ education or psychotherapy
• Information processing = services directed at intangible assets ➔ accounting, banking, legal services

Services cover government activities, communications, transportation, finance and all other private economic activities that don't produce material goods. In the European Union, 71% of people work in the service sector. Service also is transforming goods companies, an example is Apple which puts services inside the product (Apple Music, iCloud, Apple Pay)

Difference between goods and services

There are 4 aspects that distinguish products from services ➔ These are called HIP:

Intangibility: because services cannot be seen, felt, tasted or touched in the same way like tangible goods. In the search section there are products that are searched for their characteristics that are known even before buying. Then, there is the experience, fast food is in this category because the customer evaluates them during the experience and not before. The last section is credence, it refers to services, these are intangible and are the most difficult to evaluate.

Credence attribute - some services like airline, are hard to judge even after you use them. Experience and credence are subject to risk ➔ financial, psychological and social

Heterogeneity: because services are performances, so no two services will be precisely the same

Unit 1 - Service marketing framework

Micro-level

Micro-level → employees and customers are necessary to make sure that the service is executed, to complete the service there are also the technology and servicescape. These 4 elements interact to create the service processes. → service means management interactions with customers

Then there is the macro-level which includes the whole system, so everything else that is around it, in relation to the single service

Service marketing mix - 4 types of services

• People processing = services directed at people’s bodies → hairstylist
• Possession processing = services directed at physical possessions → moving goods or shipping
• Mental stimulus processing = services directed at people’s mind → education or psychotherapy
• Information processing = services directed at intangible assets → accounting, banking, legal services

Services cover government activities, communications, transportation, finance and all other private economic activities that don't produce material goods. In the European Union, 71% of people work in the service sector. Service also is transforming goods companies, an example is Apple which puts services inside the product (Apple Music, iCloud, Apple Pay)

Difference between goods and services

There are 4 aspects that distinguish products from services → These are called HIP:

Intangibility: because services cannot be seen, felt, tasted or touched in the same way like tangible goods. In the search section there are products that are searched for their characteristics that are known even before buying.

Then, there is the experience, fast food is in this category because the customer evaluates them during the experience and not before. The last section is credence, it refers to services, these are intangible and are the most difficult to evaluate.

Credence attribute - some services like airline, are hard to judge even after you use them.

Experience and credence are subject to risk → financial, psychological and social

Heterogeneity: because services are performances, so no two services will be precisely the same

Inseparability: goods are produced first then sold and consumed, most services are sold first and then produced and