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Summary

This video discusses the concept of services as intangible products that are produced and consumed simultaneously, such as medical care or online transportation services. It explores various definitions of services by experts like Philip Kotler and William J. Stanton, highlighting key characteristics such as intangibility, inseparability, variability, and perishability. The video also categorizes services into types like household, healthcare, education, and finance, and introduces classifications based on market segments, skill levels, and contact intensity. Additionally, it examines the importance of service quality, its measurement, and strategies to enhance it, aiming to provide consistent and customer-satisfying service.

Takeaways

• 😀 Services are intangible products that cannot be seen, touched, or physically measured but can be felt by consumers during production and consumption simultaneously.
• 😀 The key characteristics of services include intangibility, inseparability, variability, and perishability, which differentiate them from physical goods.
• 😀 According to Philip Kotler, a service is an activity offered by one party to another that is intangible and does not result in ownership of anything.
• 😀 Services can be classified into various types, such as personal care services, healthcare, entertainment, transportation, and financial services, each fulfilling different consumer needs.
• 😀 Services are further categorized based on market segmentation, the level of tangibility, the skills of service providers, organizational goals, and regulations.
• 😀 A major distinction between services and products is that services are consumed instantly and cannot be stored, while products can be stored and have a longer shelf life.
• 😀 The quality of services is defined by meeting customer expectations and is a key factor for customer satisfaction.
• 😀 Measuring service quality is more complex than measuring product quality due to the intangible nature of services, but it can be assessed through customer expectations and perceptions.
• 😀 Factors influencing service quality include reliability, responsiveness, competence, accessibility, courtesy, communication, credibility, security, understanding of customer needs, and physical evidence.
• 😀 There are gaps in service delivery, such as the gap between customer expectations and management's perception of those expectations, which can affect the overall quality of service provided.

Q & A

What is the definition of a service based on the script?

A service is the result of a production activity that is intangible, with certain physical properties that cannot be seen or touched but can be experienced. There is no time gap between production and consumption of services, meaning they are experienced by the consumer at the same time they are produced.

How does Philip Kotler define a service?

Philip Kotler defines a service as any action or activity offered by one party to another that is fundamentally intangible and does not result in ownership of anything. Its production may or may not be linked to a physical product.

What are the key characteristics of services according to Philip Kotler?

The key characteristics of services according to Philip Kotler include: intangibility (services cannot be perceived by the senses before they are purchased), inseparability (services are produced and consumed simultaneously), variability (services can change based on who, when, and where they are delivered), and perishability (services cannot be stored and have no lasting durability).

What are the different types of services mentioned in the script?

The script mentions several types of services, including household services, housing services, entertainment and recreation services, personal care services, health services, business services, communication services, transportation services, financial services, and educational services.

What are the main classifications of services based on market segments?

Services can be classified based on their market segments into two main types: consumer services (e.g., taxis, life insurance, and education) and organizational services (e.g., accounting and consulting services).

What does 'reliability' refer to in service quality?

Reliability in service quality refers to the ability of a company to provide consistent and accurate service. It includes delivering the service correctly the first time and meeting agreed-upon promises, such as timely delivery and accurate billing.

How do 'expected service' and 'perceived service' relate to service quality?

Service quality is influenced by the difference between expected service (what customers anticipate) and perceived service (what customers actually experience). If the perceived service exceeds expectations, the service quality is seen as excellent; if it falls short, the quality is perceived as poor.

What are the five main dimensions of service quality according to Parasuraman, Zeithaml, and Berry?

The five main dimensions of service quality are: 1) Reliability – consistent and accurate service delivery; 2) Responsiveness – willingness to help customers promptly; 3) Assurance – building trust and security for customers; 4) Empathy – understanding and personal attention to customers' needs; 5) Tangibles – physical evidence such as equipment, facilities, and employee appearance.

What is the significance of feedback in improving service quality?

Feedback is crucial for evaluating and improving service quality. It helps companies understand customer perceptions, measure performance, and identify areas for improvement. Feedback systems allow businesses to respond to customer concerns and enhance service delivery.

What are some factors that can cause service failure according to the script?

Service failure can occur due to gaps such as: 1) Misalignment between customer expectations and management perceptions, 2) Lack of clear quality standards, 3) Insufficient training or resources for staff, 4) Inconsistent communication, and 5) Misalignment between expected and perceived service.