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Chapter 13: Designing and Managing Services. Prepared by: M Wahyu Gamal (B41 – 122121077). Chapter Questions. How do we define and classify services and how do they differ from goods? How do we market services? How can we improve service quality? - PowerPoint PPT Presentation
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Chapter 13: Designing and Managing Services
Prepared by: M Wahyu Gamal (B41 – 122121077)
Chapter Questions
How do we define and classify services and how do they differ from goods?
How do we market services? How can we improve service quality? How do services marketers create strong brands? How can goods marketers improve customer support services?
Service Sectors
GovernmentPrivate
nonprofit
ManufacturingBusiness Retail
Categories of Service Mix
Pure tangible goodGood with accompanying
servicesHybrid
Service with accompanying goods
Pure service
Figure 13.2 Continuum of Evaluation for Different Types of Products
Distinctive Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
Physical Evidence and PresentationPlace
People
Equipment
Communication material
Symbols
Price
How to Increase Quality Control
Invest in good hiring and training procedures
Monitor customer satisfaction
Standardize the service-performance process
Matching Demand and SupplyDemand side Differential
pricing Nonpeak
demand Complementary
services Reservation
systems
Supply side Part-time
employees Peak-time
efficiency Increased
consumer participation
Shared services Facilities for
future expansion
Improving Service Quality Listening Reliability Basic service Service design Recovery
Surprising customers
Fair play Teamwork Employee
research Servant
leadership
Figure 13.4 Root Causes of Customer Failure
Solutions to Customer Failures
Redesign processes and redefine customer roles to simplify service encounters
Incorporate the right technology to aid employees and customers Create high-performance customers by enhancing their role clarity,
motivation, and ability Encourage customer citizenship where customers help customers
Figure 13.5 Three Types of Marketing in Service Industries
Figure 13.6 Service-Quality Model
Gaps that Cause Unsuccessful Service Delivery Gap between consumer expectation and management perception Gap between management perception and service-quality
specifications Gap between service-quality specifications and service delivery Gap between service delivery and external communications Gap between perceived service and expected service
Determinants of Service QualityReliability
Responsiveness
Assurance
Empathy
Tangibles
Developing Brand Strategies for Services
Choosing Brand Elements
Establishing ImageDimensions
Devising BrandingStrategy
Customer Worries
Failure frequency
Downtime
Out-of-pocket costs
Conclusion
Services are intangible, inseparable, variable, and perishable Service marketing must be done holistically: It calls not only for
external marketing but also for internal marketing Customers expectations play a critical role in their service experiences
and evaluations. Companies must manage service quality by understanding the effects of each service encounter
To brand a service organization effectively, the company must differentiate its brand through primary and secondary service features and develop appropriate brand strategies
To provide the best customer support service for goods companies, a manufacturer must identify the services customers value most and their relative importance
Thank you