Services Marketing Chapter 5:! Distributing Services! Through Physical!!And Electronic Channels!
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1 Chapter 5:! Distributing Services! Through Physical!!And Electronic Channels! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 1
2 Overview Of Chapter 5! Distribution in a Services Context! Options for Service Delivery! Place and Time Decisions! Delivering Services in Cyberspace! The Role of Intermediaries! The Challenge of Distribution in Large Domestic Markets! Distributing Services Internationally! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 2
3 Distribution in a Services Context! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 3
4 Distribution in a Services Context! In a services context, we often don t move physical products! Experiences, performances, and solutions are not being physically shipped and stored! More and more informational transactions are conducted through electronic and not physical channels! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 4
5 Applying the Flow Model of Distribution to Services! The three interrelated elements of distribution are:! Information and promotion flow!! To get customer interested in buying the service! Negotiation flow!! To sell the right to use a service! Product flow!! To develop a network of local sites! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 5
6 Distinguishing between Distribution of Supplementary and Core Services! Most core services require physical locations! Many supplementary services are informational; can be distributed widely and cost-effectively via other means!! Telephone!! Internet! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 6
7 Information and Physical Processes of Augmented Service Products" Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 7
8 Using Websites for Service Delivery! Payment! Pay by bank card" Direct debit" Information! Read brochure/faq; get schedules/" directions; check prices" Consultation! Conduct dialog" Use expert systems" Billing! Receive bill" Make auction bid" Check account status" Exceptions! Make special requests" Resolve problems" Core! Safekeeping! Track package movements" Check repair status" Order-Taking! Make/confirm reservations" Submit applications" Order goods, check status " Hospitality! Record preferences" CORE: Use Web to deliver information-based core services! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 8
9 Options for Service Delivery! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 9
10 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!! More expensive and time-consuming for service provider! Service transaction is conducted remotely!! Achieved with help of logistics and telecommunications! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 10
11 Six Options For Service Delivery" Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 11
12 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 with social motives tend to use personal channels! Convenience is a key driver of channel choice! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 12
13 Place and Time Decisions! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 13
14 Place Decisions of Service Delivery! Cost, productivity, and access to labor are key determinants to locating a service facility! Location constraints!! Operational requirement (e.g., airports)!! Geographic factor (e.g., ski resorts)!! Need for economies of scale (e.g., hospitals)! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 14
15 Place Decisions of Service Delivery! Ministores!! Creating many small service factories to maximize geographic coverage!! Separating front and back stages of operation!! Purchasing space from another provider in complementary field! Locating in Multipurpose Facilities!! Proximity to where customers live or work!! - Service Stations! - Service Perspectives 5.2! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 15
16 Time of Service Delivery! Traditionally, schedules were restricted!! Service availability limited to daytime, hours a week! Today!! For flexible, responsive service operations: 24/7 service, 24 hours a day, 7 days a week, all around the world! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 16
17 Delivering Services in Cyberspace! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 17
18 Service Delivery Innovations Facilitated by Technology! Technological Innovations!! Development of smart mobile telephones and PDAs, and presence of Wi-Fi!! Voice-recognition technology!! Websites!! Smart cards! - Store detailed information about customer! - Act as electronic purse containing digital money! Electronic channels can be offered together with physical channels, or replace physical channels! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 18
19 E-Commerce: Move to Cyberspace! What are the factors that encourage you to use virtual stores?!! Convenience!! Ease of search!! Broader selection!! Potential for better prices!! 24-hour service with prompt delivery! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 19
20 E-Commerce: Move to Cyberspace! Recent developments: websites, customer management (CRM) systems, and mobile telephony! Integrating mobile devices into the service delivery infrastructure can be used as means to:!! Access services!! Alert customers to opportunities/problems!! Update information in real time! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 20
21 Role of Intermediaries! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 21
22 Splitting Responsibilities for Service Delivery! Challenges for original supplier " Act as guardian of overall process! Ensure that each element offered by intermediaries fits overall service concept! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 22
23 Franchising! Franchisor provides training, equipment, and support marketing activities.! Franchisees invest time and finance, and follow copy and media guidelines of franchisor.! Advantages:!! Expand delivery of effective service concept without a high level of monetary investment!! Franchisees are motivated to ensure good customer service and high-quality service operations! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 23
24 Franchising! Disadvantages of franchising!! Loss of control over delivery system and how customers experience actual service!! Effective quality control is difficult!! Conflict between franchisees may arise especially as they gain experience! Alternative: license another supplier to act on the original supplier s behalf to deliver core product!! Trucking companies!! Banks selling insurance products! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 24
25 Challenge of Distribution in Large Domestic Markets! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 25
26 The Challenge of Distribution in Large Domestic Markets! Distributing services (i.e., physical logistics) faces challenges due to:!! Distances involved!! Multiple time zones!! Multiculturalism!! Differences in laws and tax rates! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 26
27 Distributing Services Internationally! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 27
28 Factors Favoring Adoption of Transnational Strategies! Transnational strategy involves integration of strategy formulation and its implementation across all countries in which company elects to do business! Market Drivers!! Common customer needs across countries!! Corporate customers seek to standardize and simplify suppliers used in different countries ad agencies, logistics suppliers, Big 4 accounting firms! Government Drivers!! Favorable trade policies, compatible technical standards, common marketing regulations! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 28
29 Factors Favoring Adoption of Transnational Strategies! Competition Drivers!! Competitors from overseas; interdependence of countries!! Firms may be obliged to follow competitors into new markets to protect own positions elsewhere! Technology Drivers!! Advances in information technology miniaturization and mobility of equipment, digitization of voice! Cost Drivers!! Economies of scale!! Lower operating costs! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 29
30 How Service Processes Affect International Market Entry! People processing services require direct contact with customers!! Export service concept! - Acting alone or in partnership with local suppliers! e.g., chain restaurants, hotels, car rental firms!! Import customers! - Inviting customers from overseas to firm s home country! e.g., hospitals catering to medical tourism!! Transport customers to new locations! - Passenger transportation (air, sea, rail, road)! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 30
31 How Service Processes Affect International Market Entry! Possession processing involves services to customer s physical possessions! - Repair and maintenance, freight transport! Information-based services include mental processing services and information processing services!! Export the service to a local service factory! - Hollywood film shown around the world!! Import customers!! Export the information via telecommunications and transform it locally! - Data can be downloaded via CDs or DVDs! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 31
32 Impact of Globalization Drivers on Various Service Categories " Globalization Drivers " People Processing " Possession Processing " Information Based " Competition " Simultaneity of production and consumption limits leverage of foreign competitive advantage, but management systems can be globalized.! Technology drives globalization of competitors with technical edge.! Highly vulnerable to global dominance by competitors with monopoly or competitive advantage in information.! Market " People differ economically and culturally, so needs for service and ability to pay may vary.! Level of economic development impacts demand for services to individually owned goods.! Demand for many services is derived to a significant degree from economic and educational levels.! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 32
33 Impact of Globalization Drivers on Various Service Categories" Globalization Drivers! People Processing " Possession Processing " Information Based " Technology " Use of IT for delivery of supplementary services may be a function of ownership and familiarity with technology.! Need for technologybased service delivery systems depends on possessions requiring service and the cost trade-offs in labor substitution! Ability to deliver core services through remote terminals may be a function of investment in computerization, etc.! Cost " Variable labor rates may impact pricing in laborsensitive services.! Variable labor rates may favor low-cost locations.! Major cost elements can be centralized and minor cost elements localized.! Government " Social policies (e.g., health) vary widely and may affect labor cost, etc.! Policies may decrease/ increase cost and encourage/discourage certain activities! Policies may impact demand and supply and distort pricing! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 33
34 Barriers to International Trade in Services! Passage of free-trade legislation is important facilitator of transnational operations!! Notable developments: NAFTA, Latin American economic blocs, EU! Despite efforts of WTO and GATT, barriers still exist:!! Restrictions on international airline operating rights!! Heavy taxation!! Legal restrictions!! Lack of broadly agreed upon accounting standards!! Cultural issues! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 34
35 Summary! Distribution relates to both core and supplementary services and embraces three interrelated elements!! Information and promotion flow, negotiation flow, product flow! Channel options include:!! Customers visit the service site!! Service providers go to their customers!! Service transaction is conducted remotely! Place and time decisions include where services should be delivered in bricks-and-mortar context, when it should be delivered! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 35
36 Summary! Delivery in cyberspace is facilitated by technology; e-commerce allows 24-hour delivery, saving time and effort! Intermediaries play roles in distributing services! Service processes (people processing services, possession processing services, and information-based services) affect international market entry via the drivers:!! Market drivers!! Competition drivers!! Technology drivers!! Cost drivers!! Government drivers! Slide 2010 by Lovelock & Wirtz 7/e Chapter 5 Page 36
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