Marketing Services and the Customer Experience

Tutorial 2 Brief: Classifying Services

No preparation required in advance of the tutorial

1. Choose a service and analyse it by classifying it according to the characteristics in the table below. For example, to what extent does the service you have chosen require high customer participation?

Low or high customization

Low or high customer participation

Low or high level of service provider judgement

One-time episodes or long-term relationship/contract

Utilitarian or hedonic service

Wide or narrow demand fluctuations

Capacity constrained or flexible

Customer to organization or organization to customer or remote interaction

2. What are the implications of the characteristics you have identified?