CRICOS PROVIDER #00120C
MKTG2023
SERVICES
MARKETING
SEMESTER 2
2024
CRICOS PROVIDER #00120C
QUESTIONS?
2 DD MMM YY
LECTURE 2
MKTG2023
Services Marketing
Session 2 Understanding Service
Consumers and Positioning
MKTG2023 Services Marketing 2
Last week?
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
11
CRICOS PROVIDER #00120C
12
CRICOS PROVIDER #00120C
13
CRICOS PROVIDER #00120C
14
CRICOS PROVIDER #00120C
15
CRICOS PROVIDER #00120C
16
CRICOS PROVIDER #00120C
17
CRICOS PROVIDER #00120C
18
CRICOS PROVIDER #00120C
19
CRICOS PROVIDER #00120C
20
CRICOS PROVIDER #00120C
21
CRICOS PROVIDER #00120C
22
CRICOS PROVIDER #00120C
23
CRICOS PROVIDER #00120C
24
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
27
CRICOS PROVIDER #00120C
28
CRICOS PROVIDER #00120C
29
CRICOS PROVIDER #00120C
30
CRICOS PROVIDER #00120C
31
CRICOS PROVIDER #00120C
32
CRICOS PROVIDER #00120C
33
CRICOS PROVIDER #00120C
34
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
SERVQUAL
MODEL
CRICOS PROVIDER #00120C
Dimensions of
Service
Quality
Definition Sample Illustrations
Tangibles Appearance of physical
facilities, equipment,
personnel, and
communication
materials
Are the hotel’s
facilities attractive?
Is my accountant
dressed appropriately?
Is my bank statement
easy to understand?
Reliability Ability to perform
the promised service
dependably and
accurately
Does my lawyer call
me back when
promised?
Is my telephone bill
free of errors?
Was my TV repaired
right the first time?
CRICOS PROVIDER #00120C
Dimensions of
Service Quality
Definition Sample Illustrations
Responsiveness Willingness to help
customers and provide
prompt service
When there is a problem, does the
firm resolve it quickly?
Is my stockbroker willing to answer
my questions?
Is the cable TV company willing to
give me a specific time when the
installer will show up?
Assurance
•Credibility
Trustworthiness,
believability, and
honesty of the service
provider
Does the hospital have a good
reputation?
Does my stockbroker refrain from
pressuring me to trade?
Does the repair firm guarantee its
work?
CRICOS PROVIDER #00120C
Dimensions
of Service
Quality
Definition Sample Illustrations
•Security Freedom from
danger, risk, or
doubt
Is it safe for me to use the
bank’s ATMs at night?
Is my credit card protected
against fraud?
Can I be sure that my
insurance policy provides
complete coverage?
•Competence Possession of
the skills and
knowledge
required to
perform the
service
Can the bank teller process
my transaction without
fumbling around? Is my
health insurance able to
obtain the information I need
when I call?
Does the dentist appear
to be competent?
CRICOS PROVIDER #00120C
Dimensions of
Service
Quality
Definition Sample Illustrations
•Courtesy Politeness, respect,
consideration, and
friendliness of
contact personnel
Does the flight attendant have
a pleasant demeanor?
Are the telephone operators
consistently polite when answering
my calls?
Does the gardener take off his
muddy shoes before stepping on
my carpet?
Empathy
•Access
Approachability
and ease of
contact
How easy is it for me to talk to a
supervisor when I have a
problem? Does the airline have a
24-hour, toll- free service hotline?
Is the hotel conveniently located?
CRICOS PROVIDER #00120C
CRICOS PROVIDER #00120C
42
CRICOS PROVIDER #00120C
43
CRICOS PROVIDER #00120C
44
CRICOS PROVIDER #00120C
45
CRICOS PROVIDER #00120C
46
CRICOS PROVIDER #00120C
47
CRICOS PROVIDER #00120C
48
MKTG2023
Services Marketing
CONTACT
alexander.tietge@anu.edu.au
Consult: 10-12 Wednesdays
Room 1011 PAP Moran