Presentation1

Maria Agnes FuloAteneo Graduate School of Business

May 2010

Designing And Managing

Services

www.agnesfulo@blogspot.com

1)Define service and identify categories of

service mix 2) Identify distinctive Characteristic of

Services 3) How can we market service? 4) Improve Service Quality?

Objectives

Any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied up to a physical product.

1) Define Service

Pure Tangible good

Tangible good with accompanying services

Hybrid

Major Services with accompanying goods and services

Pure Service

1)Identify categories of service mix

Intangibility◦ Services cannot be seen, tasted, felt, heard or

smelled before they are bought.

2)Distinctive Characteristics of Services

Inseperability - Provider – client interaction

- services are produced and consumed simultaneously

2) Distinctive Characteristic of Services

Variability -It will depend who, when, where or to whom

service is provided -firms offer service guarantees

2)Distinctive Characteristics of Services

Perishability Services cannot be stored for later sale or

use Right services available to right customer,

time and price.

2) Distinctive Characteristics of Services

3)Market Service

Holistic MarketingHolistic Care of a Patient

Psychological

SpiritualEmotional

company

Customer

Employees

Interact active marketing

Inte

rnal

m

arke

ting

Ext

erna

l

mar

keting

©2000 Prentice Hall

Service-Quality ModelService-Quality Model

Expected service

Management perceptionsof consumer expectations

Mar

kete

rC

on

sum

er

Gap 1Service delivery (including

pre- and post-contacts)

Gap 3Translation of perceptions

to service-quality specifications

Gap 2

Gap 5Perceived service

Externalcommuni-cations to

consumersGap 4

Personal needs Past experienceWord-of-mouth

communications

4) Service Quality

Reliability Perform the promise service accurately

Assurance-ability to convey trust and confidence

Determinants of Service Quality

4) Service Quality

Empathy Individualizing attention to customer

Determinants of service of Quality

TangiblesPhysical facilities, equipment, personnel

4) Service Quality

Determinants of service of Quality

ResponsivenessWillingness to help customer and prompt service

1)Strategic Concept-Have a clear targeted customers and

their needs. 2)Top-Management Commitment

-Committed to quality service (Quality, Service, Cleanliness, and Value)

3) High-Standards -3 levels to differentiate better and

faster system * Reliability, *Resilience, *Innovativeness

Service-Quality Management

4)Self- Service Technologies-Can make service transaction more

accurate, convenient and faster. 5)Satisfying Customer Complaints

-Advocate the interest and image of the firm to consumer and critical in handling complaints.

6)Monitoring System-Audit service performance both the

company and its competitors.

Service-Quality Management

7) Satisfying employees as well as customers.

- Positive employee attitudes will promote customer loyalty

and strong customer orientation in employees will also

increase their job satisfaction and commitment.

Service-Quality Management

Maria Agnes FuloAteneo Graduate School of Business

May 2010

Designing And Managing

Services