Services Marketing Nature and Characteristics of a Service Variability refers to the fact that service quality depends on

who provides it as well as when, where, and how it is provided Perishability refers to the fact that services cannot be
stored for later sale or use 8-58

69. Services Marketing Types of Service Industries • Government • Private not-for-profit organizations • Business
services 8-55

70. Services Marketing Marketing Strategies for Service Firms Managing service quality provides a competitive
advantage by delivering consistently higher quality than its competitors Service quality always varies depending on
interactions between employees and customers 8-64

71. Services Marketing Marketing Strategies for Service Firms Service recovery can turn disappointed customers into
loyal customers • Empower employees • Responsibility • Authority • Incentive 8-65

72. Marketing Strategies for Service Firms

73. Managing ServiceManaging Service DifferentiationDifferentiation  Develop offer, delivery and image with
competitive advantages.

74. Managing Service QualityManaging Service Quality  Empower employees  Become “Customer obsessed” 
Develop high service quality standards  Watch service performance closely

75. Managing Service ProductivityManaging Service Productivity  Train current or new employees  Increase quantity
by decreasing quality  Utilize technology