tailieunhanh - Principles of Service Marketing and Management_6

Tham khảo tài liệu 'principles of service marketing and management_6', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER ELEVEN CREATING DELIVERY SYSTEMS IN PLACE CYBERSPACE AND TIME 2 4 5 Nature of Interaction Availability of Service Outlets TABLE Method of Service Delivery Between Customer and Service Organization Single site Multiple Sites Customer goes to service organization Theater Barbershop Bus service Fast-food chain Service organization comes to customer House painting Mobile car wash Mail delivery Auto club road service Customer and service organization transact at arm s length mail or electronic communications Credit card company Local TV station Broadcast network Telephone company Should we offer customers a choice Just because a service can be delivered through low-contact channels doesn t necessarily mean it should be. Astute marketers recognize that preferences may vary from one customer to another and even from one situation to another for the same customer. Like Kinko s many companies offer their customers a choice of delivery channels. Depending on the nature of the service options may include serving a customer at a firm s own retail sites delegating service delivery to an intermediary or franchisee coming to the customer s house or place of business and in certain types of services serving the customer at a distance through physical or electronic channels. Customers Visit the Service Site The convenience of service factory locations and operational schedules becomes an important marketing issue when customers are required to be physically present throughout service delivery or even just to initiate and terminate the transaction. Retail gravity models and other elaborate statistical techniques are sometimes used to help decide how to locate businesses relative to where prospective customers live or work. Traffic and pedestrian counts are used to establish how many prospective cus- tomers pass certain locations each day. Construction of a new highway or the introduction of new rail or bus service may have a significant effect on travel patterns and in