Chat with AI
Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler
Edition 6ISBN: 978-0078112058Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler
Edition 6ISBN: 978-0078112058 Exercise 2
What distinguishes service offerings from customer service? Provide specific examples.
Explanation
Verified
Verified
Service Offerings:
These are primary deeds or performances offered by the organisation to fulfil customer needs. The main offering is services and not physical products. The core benefit is service and is intangible in nature. The customers pay for these services as they deliver value to them. Services like banking, tourism, health and many more offer services as the principal offerings.
Customer Services:
These are support services in relation to the core product to maintain better rapport with customers. Customers resort to "customer services" when they face problems with the core product. Though customer service is a service however core offering of the company is not service. Customers do not pay for these services. These are advantages passed to customers as a part of marketing strategies.
Example:
In case of a hospital the core benefit offered to customer is health. The personnel in the hospital provide health services (check-up, diagnosis, tests, generation of reports, consultancy, hospitalisation facilities etc.) to customers. Customers are charged for these services.
Similarly in case of airline services the core benefit is transportation. So the main act is to take the person from place A to place B. The customers are charged a fare according to the basic and added services provided by the airlines.
Now suppose Ford sells a vehicle to a customer and due to some reason the customer finds it difficult to ride the vehicle. The customer at this point calls the customer service to send in a mechanic to detect the problem. In this case the core offering of the company is a vehicle and not service. However for the convenience of the customer it has set up a customer service unit which addresses customers problems.
These are primary deeds or performances offered by the organisation to fulfil customer needs. The main offering is services and not physical products. The core benefit is service and is intangible in nature. The customers pay for these services as they deliver value to them. Services like banking, tourism, health and many more offer services as the principal offerings.
Customer Services:
These are support services in relation to the core product to maintain better rapport with customers. Customers resort to "customer services" when they face problems with the core product. Though customer service is a service however core offering of the company is not service. Customers do not pay for these services. These are advantages passed to customers as a part of marketing strategies.
Example:
In case of a hospital the core benefit offered to customer is health. The personnel in the hospital provide health services (check-up, diagnosis, tests, generation of reports, consultancy, hospitalisation facilities etc.) to customers. Customers are charged for these services.
Similarly in case of airline services the core benefit is transportation. So the main act is to take the person from place A to place B. The customers are charged a fare according to the basic and added services provided by the airlines.
Now suppose Ford sells a vehicle to a customer and due to some reason the customer finds it difficult to ride the vehicle. The customer at this point calls the customer service to send in a mechanic to detect the problem. In this case the core offering of the company is a vehicle and not service. However for the convenience of the customer it has set up a customer service unit which addresses customers problems.
Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler
Why don’t you like this exercise?
Other Minimum 8 character and maximum 255 character
Character 255
