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An exploration into the how Services Marketing effects consumers use of transport methods
by

Daniel Jacobs

on 20 April 2010

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Transcript of edited

Transport Introduction Choosing a topic...

Why Transport?

What we did... Transport Perception Marketing Strategies
“Transport is a high involvement personal service” (PALMER 2005)

Inseparability

High tangibility

Intense service encounter
Service Encounter References
Baron, S. and Harris, K. (2003) Services Marketing: Text and Cases, 2nd Edition, Chapter 4, Chapter 6, Palgrave: Basingtoke.
Bitner, M. J., Booms, B. M, and Tetreault, M. S. (1990) ‘The service encounter: diagnosing favorable and unfavorable incidents’, Journal of Marketing, 54(January): 71–84.
Bitner, M. J. (1992) ‘Servicescapes: the impact of physical surroundings on customers and employees’, Journal of Marketing, 56(April): 57-71.
Bitner, M. J., Faranda, W. T., Hubbert, A. R. and Zeithaml, V. A. (1997) ‘Customer contributions and roles in services delivery’, International Journal of Service Industry Management, 8(3): 193-205.
Gibbons, Stephen., Machin, Stephen., “Valuing Rail Access Using Transport Innovations”, (2005) Journal of Urban Economics, Issue 57 pages 148- 169
http://www.manchestereveningnews.co.uk/news/s/231/231535_bus_fleet_banned_from_citys_roads.html
http://news.bbc.co.uk/1/hi/england/manchester/6204717.stm
Svensson, G. (2006) ‘New aspects of research into service encounters and service quality’, International Journal of Service Industry Management, 17(3): 245-257.
Thompson, Karen., Schofield, Peter., “An investigation of the relationship between public transport performance and destination satisfaction”, (March 2007), The Journal of Transport Geography”, Volume 15 Issue 2, pages 136-144 The SERVUCTION model Evaluation
“Destination image” (Thompson 2007) Customer Role Role of other customers Limitations Service failure and incidents Critical incidents The SERVICESCAPE Role of other customers “Everytime a person comes in to contact withpart of a service delivery system it gives them the opportunity to evaluate it” (Baron, 2003)

Trade-off between level of service required

Service convenience

Employees involvement and importance

Customer Satisfaction
Diminishibility

Joint consumption

Does joint consumption diminish/enhance experience?

Difficult to implement rules of behaviour

Facilitating Positive customer-customer relations?
Quality Control

Location of Service

Managing the Pattern of Demand
Delays
Health and safety

Inseparability

Terrorism

Unpredictability
Pre- sales

Post sales pre-consumption

Consumption

Post consumption
Possible Improvements Service convenience
Decision convenience
Access convenience
Transaction convenience
Benefit convenience
Post benefit convenience
Customer-customer relationships
More employee involvement
Complaints procedure Your surroundings

Your attitude

Your personality

What you see, feel, and expect
Consumers are vital

Blueprinting

Planning What was our journey?

What surprised us?

Where would we go from here? Diminishibility

Joint consumption

Does joint consumption diminish/enhance experience?

Difficult to implement rules of behaviour

Facilitating Positive customer-customer relations?
“Transport is a high involvement personal service” (PALMER 2005)

Inseparability

High tangibility

Intense service encounter
Full transcript