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参考书目： 1 、《 Services Marketing 》 Valarie.A.Zeithaml and Mary Jo Bither 机械工业出版社， ( 英文版 ) 1998 年 8 月 ; （中文版） 2004 年 3 月，张金成等译。
2 、《服务营销》（中文版） 克里斯托弗 .H. 洛夫洛克 中国人民出版社， 2001 年 5 月
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1:INTRODUCTION TO SERVICES
What Are Services? Why Services Marketing? Differences in Goods versus Services
Marketing The Services Marketing Triangle The Services Marketing Mix The Gaps Model of Service Quality
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What Are Services? Services are deeds,processes,and performances
( the most simple,broad definition). Services include all economic activities whose output
is not a physical product or construction,is generally consumed at the time it is produced ,and provided added value in forms (e.g:convenience,amusement,timeliness,comfort or health ) that are essentially intangible concerns of its first purchaser.(used to the service sector)
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What Are Services?
Figure 1-1: Tangibility Spectrum
Tangible Dominant
Intangible Dominant
Salt Soft drinks
Detergents Autom
obilesCosmetics
Fast-food outlets
Fast-food outlets
Advertising agency
AirlineInvest manage
Consulting
Teaching
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Industries classified within the service sector :1 Transportation and public utilities Transportation Railroad transportation Local and interurban passenger transit Trucking and warehousing Air transportation Pipelines,except natural gas Transportation services Communication Telephone and telegraph Radio and television broadcasting Electric,gas,and sanity services Wholesale trade Retail trade
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Industries classified within the service sector :2 Finance,insurance,and real estate Banking Credit agencies other than banks Security and commodity brokers,and services Real estate Holding and other investment companies Federal government Civilian Military Government enterprises State and local government Education Other services
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Industries classified within the service sector :3 Other services Hotels and other lodging places Personal services Business services Auto repair,services,and garages Miscellaneous repair services Motion pictures Amusement and recreation services Health services Legal services Educational services Social services and membership organizations Miscellaneous professional services Private household services
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Why Services Marketing?
A service-based economy(80%/78%) Services as a business imperative( 必要的、
迫切的、紧急的 )in manufacturing Deregulated industries(airline,banking,telec-)
and professional service(dentist, lawyer, accountant,engineers,architect) needs
New (information) technologies spawn ( 引起 ) need for service concepts
Service marketing is different
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Differences in Goods versus Services Marketing
Intangibility （无形性） Heterogeneity （异质性） Simultaneous Production and Consumption （同一性） Perishability （易消失性） 导致服务营销人员面临独特的挑战
和困难。
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Intangibility-Resulting implication
Service cannot be inventoried.( 贮存的 ) Service cannot be patented.( 获得专利的 ) Service cannot be readily displayed or
communicated. Pricing is difficult.
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Heterogeneity-Resulting implication
Service delivery and customer satisfaction depend on employee actions.
Service quality depends on many uncontrollable factors.
There is no sure knowledge that the service delivered matches what was planned and promoted.
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Simultaneous P&C -Resulting implication
Customers participate in and affect the transaction.
Customer affect each other. Employees affect the service outcome. Decentralization( 分散经营 ) may be
essential. Mass production is difficult.
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Perishability-Resulting implication
It is difficult to synchronize( 使同步 / 使一致 ) supply and demand with services.
Services cannot be returned or resold.
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The Services Marketing Triangle
Figure 1-2: Company(management)
CustomersEmployeesInteractive marketing”delivering the promise”
External marketing”setting the promise”
Internal marketing”enabling the promise”
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The Services Marketing Mix
Traditional : Product Price Place Promotion
Expanded: Product Price Place Promotion People Process Physical evidence
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People
Employees: Recruiting,Training,Motivation, Rewards,Teamwork.
Customers: Educating, Training Communicating culture and values Employee research
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Process
Flow of activities: standardized/customized Number of steps: simple/complex Level of customer involvement
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Physical evidence
Facility design: aesthetics( 美学 ), functionality, ambient( 周围的 ) conditions
Equipment Signage Employee dress Other tangibles: reports,business cards,
statement,guarantees
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The Gaps Model of Service Quality
Figure1-3:The Customer Gap -----The Difference between Customer
Perceptions and Expectations.
Expected Service
PerceivedService
GAP
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Figure1-4:Provider Gap 1
----Not Knowing What Customers Expect
Expected Service
Company PerceptionsOf Consumer Expectations
GAP 1
Company
Customer
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Figure1-5:Provider Gap 2 ---Not Selecting the Right Service Designs
and Standards.
Company PerceptionsOf Consumer Expectations
Customer-DrivenService DesignsAnd Standards
GAP 2Company
Customer
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Figure1-6:Provider Gap 3 ---Not Delivering to Service Standards
Service Delivery
Customer-DrivenService DesignsAnd Standards
GAP 3
Customer
Company
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Figure1-7:Provider Gap 4 ---Not Matching Performance to promises
External Communications
To Customer
Service DeliveryCompany
Customer
GAP 4
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Figure1-8:GAPs model of service quality ---Putting All Together-Closing The Gaps
PerceivedService
Customer-drivenService designsAnd standards
External Communications
To Customer
ExpectedService
Service Delivery
Company perceptions ofConsumer expectations
Company
Customer
GAP 4
GAP 2
GAP 3
GAP 5
GAP 1
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思考题 1 ：1 、商品营销与服务营销有哪些基本的不同？2 、思考你做过的一项服务工作，组织是如何有效管
理服务营销组合的？3 、举例说明制造业如何应用优质服务创造竞争优势？4 、你一个月的开支多大比例用于服务？这些服务有
何价值？如你必须缩减开支，你将减掉什么？5 、按服务营销组合比较你身边的两家相同服务的提
供商的战略。6 、分析你在互联网上体验的一项新服务的价值。该
服务提供商是否提供了充足的信息使服务易于使用？
