325Chapter5_回归分析PPT.pptVIP

Slide ? by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page * Slide ? by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page * CHAPTER 5 Distributing Services Through Physical and Electronic Channels Overview Of Chapter 5 Distribution in a Services Context Determining Type of Contact: Options for Service Delivery Place and Time Decisions Delivering Services in Cyberspace The Role of Intermediaries Distributing Services Internationally Distribution in a Services Context Distribution in a Services Context In a services context, we often move nothing Experiences, performances and solutions are not being physically shipped and stored More and more informational transactions are conducted through electronic and not physical channels Determining Type of Contact: Options for Service Delivery Distribution Options for Serving Customers Customers visit service site Convenience of service factory locations and operational schedules important when customer has to be physically present Service providers go to customers Unavoidable when object of service is immovable Needed for remote areas Greater likelihood of visiting corporate customers than individuals Service transaction is conducted remotely Achieved with help of logistics and telecommunications Six Options For Service Delivery(Table 5.1) Another way to look at it: Can a service provider add or change the service outlet structure to increase sales/add convenience? Examples: Movie Rentals / Electric Power / Food / Education Read online article: Houston Aims to be Electric Car Capital Feb. 16, 2010 Source: /8301-11128_354.html?tag=newsEditorsPicksArea.0 Channel Preferences Vary Among Customers For complex and high-perceived risk services, people tend to rely on personal channels Individuals with greater confidence and knowledge about a service/channel tend to use impersonal and self-service channels Customers who are more technology s