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SU1- Understanding Service - Coggle Diagram
SU1- Understanding Service
Growth-driving forces
Govt policies
Social changes
Biz trends
IT advancement
Globalisation
Framework
Non-ownership
Rental
Access
Developing effective service marketing strategies
External- cust-oriented
Internal
Categories
Processing
Ppl
Possession
Mental stimulus
Info
Dimensions
Nature
Receipient
Vs. goods
Perishable- to smooth demand (promotion, dynamic pricing, capacity adjustment)
Intangible- to tangibilis (physical cues, metaphors)
Inseparable- to reassure (guarantees, reviews, clear instructions/guidance)
Variable- to standardise (SOPs, automation, service recovery)
7Ps
Traditional
Place
Price
Promotions
Product
Extended
Process- delivery method design
Physical environment
People
3-stage service consumption model
Pre-purchase
Needs awareness
Info search
Alternative evaluation
Purchase decision
Service encounter
Contact level
Servuction system
Theatre metaphor
Cust perceived control
Post-purchase
Satisfaction judgement
Service quality
Loyalty