Proces usługowy jako element marketingu-mix w usługach

• Autorzy: Agata Jonas

Warianty tytułu

The Service Process as an Element of the Marketing-mix in Services

• Języki publikacji: PL

Abstrakty

Zadaniem pracy jest ukazanie podstawowych rodzajów procesów usługowych oraz wpływu ich cech na projektowanie i zarządzanie usługami w przedsiębiorstwie. W artykule przedstawiono również sposób opracowania graficznego projektu usługi będącego narzędziem pozwalającym zarówno na projektowanie procesu usługowego, jak i na analizę jego przebiegu.

EN

One of the main traits of services is that the time of their provision by the service provider and their consumption by the customer are indivisible. Consequently, customers are participants in the service process, and they view the progress of this process as a key element of the service, with a decisive impact on the evaluation of, and level of satisfaction with, the service. Apart from the major significance of the service process in evaluating the quality of the service, efficient progress in its delivery may also become an important factor attracting customers to the company and constitute an element of its competitive advantage. The foregoing considerations mean that in marketing a service, the service process is treated as one of the marketing-mix tools. This means that it should be planned equally diligently as the other tools, such as price and promotion, indeed, the success of a services firm depends to a large extent on the proper design of the service process and its efficient conduct. In this article, the author presents the basic types of service processes and the consequences of their traits for the design and management of services in an enterprise. The author also presents a method for developing a graphic design of the service as one of the basic tools enabling both the design of the service process as well as an analysis of its progress. The article finishes with a presentation of "scenarios," or the way the service process is seen from the customer's perspective. (original abstract)

Słowa kluczowe

PL

Usługi; Marketing-mix; Marketing usług

EN

Services; Marketing-mix; Service marketing

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 2006
• Numer: nr 720
• Strony: 183--196

Twórcy

autor

Agata Jonas

Bibliografia

• Kasper H., Helsdingen van P., Vries de W. Jr, Services Marketing Management. An International Perspective, John WiJey & Son, Chichester-New York-Weinheim-ßris-bane-Singapore-Toronto 1999.
• Lovelock Ch.H., Services Marketing, Prentice Hall, London 1996.
• Mazur J., Zarządzanie marketingiem usług, Difin, Warszawa 2001.
• Mudie P., Cottam A., Usługi. Zarządzanie i marketing, PWN, Warszawa 1998.
• Payne A., Marketing usług, PWE, Warszawa 1996.
• Shostack G.L., Designing Services that Deliver, „Harvard Business Review", January-February 1984.