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Questions and Answers
What is a characteristic of services according to the text?
What is a characteristic of services according to the text?
How does the text describe the perishability of services?
How does the text describe the perishability of services?
What is the main emphasis of the new service marketing paradigm described in the text?
What is the main emphasis of the new service marketing paradigm described in the text?
How does Service Science aim to improve service systems according to the text?
How does Service Science aim to improve service systems according to the text?
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What shift is emphasized in the S-D logic theory described in the text?
What shift is emphasized in the S-D logic theory described in the text?
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What is a characteristic of services according to the text?
What is a characteristic of services according to the text?
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How does the new service marketing paradigm differ from the previous ones described in the text?
How does the new service marketing paradigm differ from the previous ones described in the text?
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What is the main goal of Service Science as described in the text?
What is the main goal of Service Science as described in the text?
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Which factor contributes to the development of the new service marketing paradigm according to the text?
Which factor contributes to the development of the new service marketing paradigm according to the text?
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Why are services considered difficult to assess before consumption?
Why are services considered difficult to assess before consumption?
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Study Notes
The Evolution of Service Marketing
- The development of service marketing went through three paradigms: the pre-1970s era, the 1970s-2000s era, and the 2000s-present era.
- Paradigm 1 (pre-1970s) focused on tangible products, with services seen as intangible and challenging to market.
- Paradigm 2 (1970s-2000s) emphasized the unique characteristics of services, stressing differences between goods and services, B2B, and B2C marketing.
Characteristics of Services
- Services are often mistakenly assumed to be intangible, but elements associated with service delivery can be tangible.
- Services are not necessarily heterogeneous, as technology can standardize service delivery.
- Services are not inherently inseparable from production, delivery, and consumption, as service encounters involve interactions between various elements.
- Services are not always perishable, as some goods (e.g., fresh fish) are also perishable.
Paradigm 3: The New Service Marketing
- Represents a shift towards a new logic or theory of marketing with a systematic perspective.
- Emphasizes the importance of co-creation of value through interactions of complex networks.
- Drivers of the new service marketing include:
- S-D logic (Service-Dominant logic)
- Service science
- Relational contributions
Service-Dominant Logic (S-D Logic)
- Represents a shift from goods-dominant to service-dominant logic.
- Service is the basis for exchange, focusing on co-creation of value through interactions of complex networks.
- All economies are seen as service economies, with social and economic actors as resource integrators.
Service Science
- Aims to design, innovate, and implement better service systems.
- Involves integrating knowledge from various fields, such as management, computer science, and social sciences.
Relational Approaches to Service Complexity
- Focuses on building strong relationships between service providers and customers.
- Customer-centric perspective: engaging customers in the service process to create long-lasting service experiences.
Co-Creation of Value
- S-D logic, service science, and relational marketing broaden the service encounter to co-creation of value and value propositions.
- Organizations produce and sell both goods and services, but customers buy utility and satisfaction, not goods and services.
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Description
Explore the transition from traditional marketing of services to the new service marketing based on the service-dominant logic which integrates goods and services into value propositions. Learn about the paradigm shift towards recognizing the importance of customers in co-creating services.
