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1.1 LEARNING OBJECTIVES
LO 9-1 Understand why service is a key source of potential differentiation.
LO 9-2 Explain the characteristics that set services apart from physical goods.
LO 9-3 Explain the service-profit chain and how it guides marketing management decisions
about service.
LO 9-4 Describe the continuum from pure goods to pure services.
LO 9-5 Discuss concepts of service quality and gap analysis.
LO 9-6 Measure service quality through use of SERVQUAL.
LO 9-7 Understand service blueprinting and how it aids marketing
1.2 Chapter Outline
I. WHY SERVICE IS IMPORTANT
Service as a Differentiator
A New Dominant Logic for Marketing
II. CHARACTERISTICS OF SERVICES
Intangibility
Inseparability
Variability
Perishability
III. THE SERVICE-PROFIT CHAIN
Internal Service Quality
Satisfied, Productive, and Loyal Employees
Greater Service Value for External Customers
Revenue and Profit Growth
IV. SERVICE ATTRIBUTES
Search Attributes
Experience Attributes
Credence Attributes
Importance of Understanding Service Attributes
V. SERVICE QUALITY
Gap Analysis
Gap 1: Management’s Perceptions of Customer
Service Expectations versus Actual Customer
Expectations of Service
Gap 2: Management’s Perceptions of Customer
Service Expectations versus the Actual Service
Quality Specifications Developed
Gap 3: Actual Service Quality Specifications versus
Actual Service Delivery
Gap 4: Actual Service Delivery versus What the Firm
Communicates it Delivers
Gap 5: Perceived Service by Customers versus Actual
Customer Expectations of Service
VI. SERVQUAL: A Multiple Item Scale to Measure Service
Quality
Tangibles
Reliability
Responsiveness
Assurance
Empathy
The SERVQUAL Instrument
VII. SERVICE BLUEPRINTS
VIII. SUMMARY
