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SERVICE
Customer: all actions and reactions
that customers perceived they
have purchased
Provider: performance for the
customer by the organisation and
its staff
a service is a time-perishable,
intangible experience performed
for a customer acting in the role of
co-producer
= Service is experience for the
guest and performance for the
server
Characteristics of service
Intangibility
- cannot be handled, smelled, tasted,
heard, touch, non-physical
Inseparability
- presence of customer during service
delivery (part of the service experience)
Perishability
- Unable to store
Heterogeneity
- Lack of customization
Service Transactions
v Electronic-mechanical
- Mechanical methods to serve guest
needs. E.g. vending machine, automated
check-in/out, automatic wake up call
v Indirect personal
- Use gadget for medium of service. E.g.
telephone, e-mails
v Face-to-Face
Personal contact and dealing with customer
Service Quality
Concepts
Two school of thoughts
1. Nordic/Scandinavian
2. American
1. Nordic/Scandinavian
Total Quality
Image
(Corporate / Local)
Expected Total
Total
Quality Quality
Perceived
Quality Image
•
Marketing Technical Functiona
Communication quality l quality
•
Image What? How?
•
Word-of-mouth
•
Customer Needs
2. The American School