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Services are Products too

Services are Products too. Service and Branding. What are we buying?. Services are…. Intangible Even though they have “tangibility” Inseparable Produced and consumed at same time; sometimes even sold Perishable Cannot be stored Variable. How we measure good service?. Reliable

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Services are Products too

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  1. Services are Products too Service and Branding

  2. What are we buying?

  3. Services are… • Intangible • Even though they have “tangibility” • Inseparable • Produced and consumed at same time; sometimes even sold • Perishable • Cannot be stored • Variable

  4. How we measure good service? • Reliable • Dependable, accurate, consistent • Responsive • prompt • Assurance • Knowledge and courtesy of employees • Empathy • Caring, attention • Tangibles • Physical aspects

  5. Gap Model • 5 Service gaps • Knowledge • What customer wants and what management thinks they want • Standards • What management thinks they want and quality specs • Delivery • Gap between quality specs and service provided • Communication • What company provides and what customers were told it provides • Customer • Service they receive and what they want

  6. The 4Ps of Service • Product • Core and supplemental services • Customized or standardized • Place • Convenience, location, number of outlets • Promotion • Stress tangible cues • Endorsers • Image • Postpurchase • Price • Revenue – maximize revenue • Operations – maximize cost efficiency • Patronage – maximize number of customers

  7. Other Services • Non Profits • PSAs • Cause marketing • Pricing decisions vary

  8. Service Failure • Listen to customer • Stay in control • Find a fair solution • Quickly resolve disputes • Examples • Best Buy

  9. Branding 101 • Reputation • Customer Service • A Promise • Price • Feeling • Attitude • Values – what the brand stands for

  10. Examples of strong brands

  11. Brand Equity

  12. Service • Can make or kill a brand • Strive for good service • Quick recoveries • The customer is always right • 5 Easy Pieces

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