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Classification of Services
Why
classify?
Marketing within one service sector may be able to learn best practice from another similar sector Classification should be driven by similarity of marketing needs rather than similarities of technology etc.
TYPES OF GOODS
SEARCH GOODS
EXPERIENCED GOODS
TANGIBLES
INTANGIBLES
Clothing
Restaurant meals
Haircut
Complex surgery
Motor vehicle
Foods
Chair
Easy to evaluate
Difficult to evaluate
Entertainment
Lawn fertilizer
LOW
Complexity (Degree of Intricacy) Low High Low Local barber House Cleaning High Dentistry Litigation
METHOD OF DELIVERY
NATURE OF INTERACTION BETWEEN CUSTOMER AND SR. ORGANISATION CUSTOMER RESORT GOES HOTEL SR. ORGN. PEST COMES CONTROL MAINT. SRs BOTH CREDIT TRANSACT CARD AT A 'CLOSE' RANGE (MAIL/ E- COM) FAST FOOD CHAIN CAR RENTAL
TELEPHON E CO.
GOVT:FOR NON GOVTPROFIT FOR PROFIT GOVT-NON NON GOVTPROFIT NON PROFIT
NONPROFIT
Who or What is the Direct Recipient of the Service? What is the Nature of the Service Act? People Things
Tangible Actions
Services directed at peoples bodies Services directed at goods and other physical possessions: Health care Freight transportation Passenger transportation Industrial equipment repair an Beauty salons maintenance Exercise clinics Laundry and dry cleaning Restaurants Landscaping/lawn care Haircutting Veterinary case Services directed at peoples minds: Services directed at intangible assets: Education Banking Broadcasting Legal services Information services Accounting Theaters Securities Museums Insurance
Intangible Actions
Car rental Mail service Toll highway Pay phone Movie theater Public Transportation Restaurant
High
Exercise Judgment in Meeting Individual Customer Needs
Low
Education (large classes) Preventive health programs
High
Legal service Health care/surgery Architectural design Executive search firm Real Estate agency Taxi service Beautician Plumber Education(tutorials) Telephone service Hotel services Retail banking (excl. major loans) Good restaurant
Low
Public transportation Routine appliance repair Fast food restaurant Movie theater Spectator sports
Accounting and tax preparation Passenger transportation Hotels and motels Restaurants Theaters
Services similar to those in 2 but which have insufficient capacity for their base level of business
v unmarketable services Producer v consumer services Extent of customer involvement Pattern of service delivery People based v equipment based services Extent of Customization GATS Classification