1. Introduce the service sector BOOK SHOPS –the customer need it serves, & use the five service characteristics to identify the challenges of traditional face-to-face delivery.

2. Analyse face-to-face delivery in that sector using the Servuction Model, & consider the potential in this industry for the different customer/provider relationships shown in the Interaction Matrix (lecture 2).

3. Now examine how the industry has changed over time. Compare & contrast the Extended Marketing Mix for two situations:-

– the face-to- face exchange
– an exchange where the customer uses technology at some stage in the decision-making process

4. Finally, conclude by critically assessing the impact of technology on the effectiveness & efficiency of the provider’s dealings with the customer, & whether in the next 10 years technology may assist the customer to ‘self manufacture’ the service.

 

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