Services Marketing Chapter 11 The Goods-Services Continuum Characteristics of Service Products Determinants of service ua Service Marketing
Services Marketing Chapter 11 • The Goods-Services Continuum • Characteristics of Service Products • Determinants of Service Quality • Service Marketing
Categories of Service Mix Pure Tangible Tangible Good Major Pure Good Hybrid Service Service w/ Goods Services
Pure Service Categories of Service Mix Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Tangible Good
SEARCH QUALITITES OF GOODS AND SERVICES Services have fewer search characteristics than goods Search quality: a characteristics that can be easil assessed before purchase
SEARCH QUALITITES OF GOODS AND SERVICES • Services have fewer search characteristics than goods. – Search quality: a characteristics that can be easily assessed before purchase
Differences between services and goods Services have more experience characteristics than goods Experience quality: a characteristic that can be assessed only after use
Differences between Services and Goods • Services have more experience characteristics than goods. – Experience quality: a characteristic that can be assessed only after use
Differences between services and goods Services have more credence qualities than goodS Credence quality: a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience
Differences between Services and Goods • Services have more credence qualities than goods – Credence quality: a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience