5.13 : 服务营销 II

Services marketing refers to planning and executing strategies to promote and sell services.

The unique characteristics of services pose distinct implications for service marketing.

Intangibility due to the experiential nature and lack of physical existence of services requires material proof. 

So, tangible cues, like physical evidence, enhance service quality perceptions—for example, hotels project service quality through physical decor, websites, and star ratings.

Heterogeneity or variability in service delivery demands standardization or customization to reduce the inconsistencies.

For instance, standardized processes ensure consistent service quality across diverse locations in the fast-food industry.

In contrast, healthcare emphasizes customized treatment plans and services based on varying patient conditions.

Inseparability necessitates customer involvement during service delivery.

Marketers invest in staff training and customer education for a positive experience.

For example, self-service check-in options provided by Airlines to promote customer independence and convenience.

Perishability is the inability to store services.

So, effective capacity management and dynamic pricing allow services like hotels to schedule resources efficiently and manage demand throughout the year.