Analyzing and Marketing Services

In this chapter, we will address the following questions:

  • 1. How can services be defined and classified, and how do they differ from goods? (Page 184)
  • 2. What are the new services realities? (Page 186)
  • 3. How can companies manage service quality and achieve excellence in services marketing? (Page 190)
  • 4. How can goods marketers improve customer-support services? (Page 193)

Marketing Management at Emirates Airline

Dubai-based Emirates began in 1985 with two passenger jets and a commitment to quality service. Today, the award-winning airline flies 45 million people yearly to 83 countries. Emirates has earned a reputation for distinctive, personalized service, thanks to the luxurious VIP lounges, the special features of its jets, and the attentive, multi-lingual service provided by its employees. The airline’s A380 wide-body jets have a private suite for each first-class passenger, with seating that converts into a fully flat bed. Emirates installed two first-class shower spas, despite knowing that it would have to carry five fewer passengers per flight to accommodate the 1,100 pounds of water needed for 20-minute showers. High-tech touches include an in-flight entertainment system with 2,000 channels of programming in 35 languages and, soon, free WiFi on all flights. Whether its passengers are flying first class, business class, or economy class, Emirates delivers first-class service for a comfortable and enjoyable journey.1

As companies find it harder to differentiate their physical products, they turn to service differentiation, whether that means on-time delivery, better and faster response to inquiries, or quicker resolution of complaints. Because it is critical to understand the special nature of services and what that means to marketers, in this chapter we analyze services and how to market them most effectively.

 
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