services marketing chapter 2 frameworks for managing the customer's experience

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Chapter 2Frameworksfor Managing

the Customer’s Experience


Objectives

1. To examine the key components of the service experience

2. To describe three different frameworks that capture the customer’s service experience: – Services marketing mix– Servuction framework– Services theater framework

3. To provide an in-depth illustration of service as theater

4. To discuss the emotional aspect of the service experience


Components of theService Experience

1. Service workers – Those who interact with customers, and those who contribute to the service delivery out of the customers' sight.

2. Service setting – The environment in which the service is provided to the customer and areas of the organization to which the customer normally has little access.


Components of theService Experience (cont’d)

3. Service customers – The persons receiving the service (e.g., the diner or the depositor) and others who share the service setting with them.

3. Service process – The sequence of activities or

events necessary to deliver the service.


Framing the Service Experience

• Service frameworks perform several important functions:– Aid comprehension of service experiences by

describing their components. – Make communicating about diverse services much

easier since a framework may include components that are applicable to them all.

– Identify issues that should be considered in the design of the service delivery

– Specify relationships among the four components of the service experience


Framing the ServiceExperience (cont’d)

• The Services Marketing Mix (Booms and Bitner 1981)

• The Servuction Framework (Langeard et al. 1981)

• The Services Theater Framework (Grove and Fisk 1983)


The ServicesMarketing Mix Framework

• Adds three new Ps to the four Ps of the traditional marketing mix:– Participants are all people, whether customers and

workers, who are involved in the service production. – Physical evidence means the service environment and

other tangible aspects of the service that facilitate or communicate the nature of the service.

– Process of service assembly refers to the procedures and flow of activities that contribute to the delivery of the service.

• It suggests that marketing a service involves more considerations than marketing a good.


The Servuction Framework

• The term is hybrid of service and production• The service’s invisible organization and system

– Aspects contributing to the service production beyond the customers’ view.

• The visible elements include:– The inanimate environment (the physical setting in

which the service is performed)– The contact personnel (the employees who directly

interact with the customer to provide the service)– Customer A (the customer receiving the service)

and customer B (others who may be present in the visible area) and their interaction.


The Servuction Framework (cont’d)

• The bundle of service benefits a customer receives as a result of the interaction with the contact personnel (e.g., their courtesy and competence),the inanimate service environment (e.g., its comfort and decor), and other customers (e.g., their number and behavior)


The Servuction Framework (cont’d)


The Services Theater Framework

• Actors (service workers) are those who work together to create the service for an Audience (customers).

• Setting (service environment) is where the action or service performance unfolds (frontstage) and is supported (backstage).

• Performance is the dynamic result of the interaction of the actors, audience, and setting.


The Services TheaterFramework (cont’d)

• The frontstage actions that service actors perform for the customers often relies on significant support from the backstage personnel and equipment.

• Much of the planning and execution of the service experience occurs backstage, away from the audience’s inspection.


The Services TheaterFramework (cont’d)


Comparing ServiceExperience Frameworks

services marketing chapter 2 frameworks for managing the customer's experience

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