10 13 Notes Chapter 12 Services and Nonprofit Organizations Services vs Goods Intangible Inseparable cannot separate production and consumption they are simultaneous Heterogeneous services depend on their employees for quality Perishable Assessing Services Search quality Experience quality Credence quality assessed by those with proper knowledge of service Components of Service Quality Reliability Responsiveness Assurance Empathy Tangibles Product Strategies for Services Service as a process o People processing o Possession processing o Mental stimulus processing o Information processing Core and supplementary o Core service o Supplementary service group of services that support the core service Customization standardization o Mass customization uses technology to deliver customized services on a mass basis Service mix 4 P s o
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