Special Topics Marketing Channels for Services & Franchising Major Topics for Service Channels 17 • Characteristics of Services and Implications** • Focus of Service Marketing Channel** • Key Service Channel Intermediaries* • Source of Service Distribution Problem* • Service Delivery Strategy • Additional Issues Five Characteristics of Services • The intangibility of services • The inseparability of services from service providers • The difficulty of standardizing services variability • The perishability of services • The higher degree of customer involvement in services 17 Implications of Service Characteristics for Channel Management* 17 • Intangibility & Channel Management • Inseparability & Channel Management • Variability of Services & Channel Management • Perishability of Services & Channel Management • Higher Customer Involvement & Channel Management Intangibility & Channel Management Marketing channels provide the most direct & potent basis for making a service more tangible. Why? The customer is directly exposed to and experiences the service provided by the channel. 17 Inseparability & Channel Management Service provider does not have the “safety net” available to the product manufacturer Why? All aspects of the marketing channel with which the consumer comes into contact are thus a reflection of the quality of the service. 17 Variability & Channel Management In the case of franchises, it is difficult for the channel manager to get the franchisees to deliver a consistent level of service. Why? Human behavior is often involved in providing services. 16 Perishability of Services & Channel Management 17 The channel must be designed so as to connect as efficiently as possible those providing the service with those desiring to obtain it. Why? Design should maximize the sale of service during its limited exposure to the target market. Ex) Temporary Jobs Customer Involvement & Channel Management* 17 In a channel containing services such as barbers, fitness clubs, and tax preparation, the channel design should facilitate customer involvement. Why? Such services generally require input from the customer in order to be performed successfully. Ex) Co-creation; market segmentation(High vs. Low involvement): Medical Care 2. Focus of Service Distribution Channel*: Identifying ways to bring the customer and service provider together. Ex) E-bay 3. Key Service Channel Intermediaries*: 1) Franchising: License by a franchisor to deliver a unique service concept it has created or popularized. 2) Agents and Brokers: Representative who distribute or sell services of one or more service suppliers. 3) Electronic Channels: All forms of service provision by electronic media (TV, phone, 4. A Key Source of Service Distribution Problem*: Gap 3: (Actual) Service delivery does not meet the specifications of the principal (service provider). Service-Quality Model* Consumer Word-of-mouth communications Past experience Expected service Gap 5 Gap 1 Marketer Personal needs Perceived service Service delivery (including pre- and post-contacts) Gap 3* External communiGap 4 cations to consumers Translation of perceptions to service-quality specifications Gap 2 Management perceptions of consumer expectations Three Major Reasons for Gap 3 1) Channel Conflict over (a) Objectives and Performance, and (b) Costs and Rewards. 2) Difficulty Controlling Quality and Consistency across Different Channels/Stores 3) Tension between Empowerment and Control of Channel.* 5. Effective Service Delivery Strategy through Intermediaries 1) Control Strategies: Measurement and Review Reward/Punishment (Carrot versus Stick) 2) Empowerment Strategies: Problem Solving and Support. My Prediction: The more service-intensive your business is, the better it is to delegate and empower front-line employees 6. Additional Perspectives Important considerations for developing & operating marketing channels for services 1. Channel Flows 2. Channel Structure 3. Franchised Channels Channel Flows for Services • Flows that “carry” the service through the channel are those of information, negotiation, & promotion. • Many can be handled electronically, with the role of technology becoming even greater in the future. 17 Channel Structure for Services • Channel level for services: Zero? • Distribution intensity: scalable • Ownership and function (type of intermediaries): Pre-sale and Post-sale multichannel 17 Major Topics for Franchising 0. Basics I. Why? II. Before you sign up III. Franchise Contract* IV. The Plural Form* V. Concerns and Challenges Franchising A system of marketing and distribution where an independent businessperson (the franchisee) is granted the right to market the goods and services of another (the franchisor) ©McGraw-Hill Companies, Inc. 2002 12 - 19 I. Major Challenges in Service Businesses 1. Intangibility of Services: Differentiation through customer contact, decor, atmosphere, and other tangible cues. 2. Discretionary nature of service purchases: Convenience by location and hours of operation 3. Labor Intensity: Interaction with customer 4. Quality control: 5. Focus on operational issues 6. Small Size of many service firms II. How Franchising Addresses These Challenges 1. Capital generation and higher motivation 2. Expand to Multiple locations 3. Standard systems and procedures 4. Training improves labor and management skills 5. Marketing is centralized and promotion is systemwide 6. Service tangibility is increased. III. Types of Franchising • Product/trade name • Business format ©McGraw-Hill Companies, Inc. 2002 12 - 22 Franchising is Unique Combination of Three Relationships: Business Legal ©McGraw-Hill Companies, Inc. 2002 Nonbusiness 12 - 23 IV. Why Become a Franchisee? I. Help through the Start-Up Package I. II. III. IV. V. VI. II. Site Selection Facility Design Lease Negotiation Operational Manuals Management Training Employee Training Help through Ongoing Supports I. II. III. IV. V. Field Supervision Management Reports Merchandising and Promotional Materials National Advertising Auditing and Record Keeping ©McGraw-Hill Companies, Inc. 2002 12 - 24 V. A Check List Before Signing Up • • • • • • • • Local market conditions Self-evaluation Investigating the franchise Studying the disclosure document Checking out the disclosures Questioning earnings claims Obtaining professional advice Knowing your legal rights ©McGraw-Hill Companies, Inc. 2002 12 - 25 VI. Four Steps To Follow to Improves the Odds of Franchising Success • Nail the Numbers. Franchisors should give franchisees a detailed statement of financial conditions and expectations no later than two weeks before any money is scheduled to change hands. • Measure Management. Franchisees should seek and scrutinize disclosure forms that describe at least the last 10 years of work history of each of the franchisor’s officers and key managers. • Cross-Examine Current Franchisees. Prospective franchisees should obtain a list of all franchisees, including those who have recently left. Randomly calling and visiting several will keep prospects from being steered toward franchisor favorites. Serving several days as an apprentice in one or two stores will yield tremendous insights. • Comb the Contract. Franchise agreements establish control over most aspects of the business. Attorneys with franchising experience should look for inequities in the agreements and help franchisees secure a better deal. ©McGraw-Hill Companies, Inc. 2002 12 - 26 VII. The Franchise Contract I. Specifying Rights and Responsibilities Giving and Taking Hostages II. The Payment System: Two-part system (Initial Investment + Royalty) III. Who will be the Landlord? IV. Termination ©McGraw-Hill Companies, Inc. 2002 12 - 27 VIII. Benefits of the Plural Form 1. Modeling 2. Socialization 3. Interfirm Ratcheting 4. Mutual Learning ©McGraw-Hill Companies, Inc. 2002 12 - 28 IX. Franchising Concerns • Franchisees: – – – – – Belief in guaranteed profit Loss of franchise Encroachment Loss of independence Conditions in franchise agreement – Spending promotional dollars – Pricing structures ©McGraw-Hill Companies, Inc. 2002 • Franchisors: – Profits – Franchisees that “sit on a market” – Accurate reports of gross sales – Franchisees that reveal trade secrets, strategies, etc. 12 - 29 X. Ongoing Franchising Challenges 1.Survival 2.Gaining and Keeping Cooperative Atmosphere 3.Inherent Goal Conflict: Sales Focus versus Profit Focus* TYPICAL SALES-TO-PROFIT RELATIONSHIPS FOR FRANCHISORS AND FRANCHISEES Adapted from Carmen and Klein (1986) Profits Franchisor Franchisee B* S* Sales