1.3. Unique characteristics of service businesses: 01. Customer participation

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来自 Yonsei University 的课程

International Hospitality & Healthcare Services Marketing

104 个评分

Yonsei University

International Hospitality & Healthcare Services Marketing

104 个评分

课程 4（共 6 门，Specialization 国际营销与跨行业增长）

As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities. People who have successfully completed this course will be able to: (1) Identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain desirable business outcomes, better market products than are intangible, and better manage customer expectations and perceptions. (2) Identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market. (3) Identify the unique characteristics of the healthcare industry, explain how this industry is evolving into the experience business, and better manage human interactions and facility to enhance the quality of customer experience. (4) Gain insights from the innovative approaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry.

从本节课中

What is unique about managing a service business?

Service businesses have unique aspects that create both opportunities and challenges in successfully managing them. Explaining what they are and how they have been addressed are a key to successfully marketing a service business. In this module, learners will be introduced to those unique characteristics of service businesses. People who have successfully completed this module will (1) Classify the unique characteristics of service businesses and realize why service businesses require special management approaches and capabilities, (2) Demonstrate the ability to better manage the role of customers to gain desirable business outcomes, (3) Develop capabilities to better market products than are intangible, and (4) Improve customer expectations and perceptions.

1.1. Harnessing Cross Country & Cross Industry Innovation Skills3:42

1.2. Introduction to service businesse2:56

1.3. Unique characteristics of service businesses: 01. Customer participation5:23

1.4. Unique characteristics of service businesses: 02. Simultaneity13:05

1.5. Unique characteristics of service businesses: 03. Perishability5:26

1.6. Unique characteristics of service businesses: 04. Intangibility8:00

1.7. Unique characteristics of service businesses: 05. Heterogeneity5:01

与讲师见面

Sunmee Choi
Professor of Service Management
School of Business

So, what is so unique about services?

Let's learn about unique characteristics of service or service business.

And of course we'll learn about the marketing challenges associate with

each one of these characteristics.

And there are five major characteristics of services.

Let me first tell you what they are.

And then, I will explain to you one by one later.

The first is customer participation in the production or

delivery process of the service.

The second is simultaneity.

The third is perishability.

And the fourth is intangibility.

And the last is heterogeneity.

So, let's first talk about customer participation in the production or

delivery process.

In services, customers are present in the process,

participate in the service delivery or production process or

sometimes even co-create the services.

In most cases, service production doesn't even start until

customers arrived at the production site.

Let's take this course that you are taking as an example.

Yes this is an online course, so it is slightly different, but if this course was

offered in an offline context, this course won't begin until you come to the class.

Once you come to the class, now you can choose.

Either you can be simply present in the course, or you can participate in

the course by asking questions or by responding to questions that I will ask.

And actively participating in the discussions.

And further you can co-create a course with me.

By giving me inputs on how the course project or assignments should be designed.

Or by giving lectures yourself.

These days student driven learning is becoming very important.

That means that,

students are now offering the lectures of course advised by the professor.

So this is really about in services customers are present and

participate, and co-create.

The marketing challenges that are associated with the characteristic

of the customer participation in the process are largely to.

One is designing the role of customers and the other is designing servicescape.

Designing the role of service customers refers to determining what roles

customers should play at to what extent and at which stage of the process.

If you were to take this course as an example as an instructor,

I have to really think about what should be the role of students in this course?

If this was an offline course, I would be really thinking seriously about whether

I'm going to expect students to just come to class and listen to the lecture.

Or should I design the course in the way that students come with all the questions

and that I only spend the class time in answering their questions.

Or I could design a way that it is a discussion questions where,

students are given a topic for discussion and actively discuss and

share their thoughts through presentations.

Depending on how I design the course,

student satisfaction with the course will vary widely.

And according to research in services, in general,

customer tend to be more satisfied with services

when they play more active roles in the service production.

And another challenge associated with the customer participation and

the process is designing servicescape.

Servicescape is the physical environment where the service is produced

or delivered.

And designing servicescape refers to creating a customer friendly,

physical environment which you will positively affect customer senses such as

sight, hearing, smell, taste, and touch.

If it was only employees who were present in the process of the production,

all the measures you have to care about is designing it in a way that employee

productivity is high and employees happy with their physical environment.

But in services, customers are also present in the production process.

And therefore, managers have to really think about how every

element of the physical design will influence customers.

In retail for example, research shows that the in store music and the aroma

in the store really affect the customer's shopping behaviors and satisfaction.

Further, since services are intangible,

which is another characteristic that I'll explain to you later, customers tend to

use the physical environment as the clue for the quality of services.

And therefore, designing servicescape services is very important.

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