Marketing Methods for Service Implementation
Dr Stephen DannSchool of Management, Marketing &
International Business, Australian National UniversityDecember 8, 2009
http://www.slideshare.net/stephendann
Marketing
marketing is the management process responsible for identifying,
anticipating and satisfying customer requirements efficiently and effectively
Chartered Institute of Marketing (1990)
CIM(2005) alters “efficiently and effectively” to “profitably”
Where can we fit?
http://www.ogc.gov.uk/guidance_itil_4671.asp
Marketing
People aspect of Organisational Change
Jan van Bon “IT service management” Van Haren Publishing (Amazon)
What can marketing offer?
End user centered view of the world
Everything is a product
And products are highly specific things
Products: Features versus Benefits
Service Dominant Logic
Service-dominant logic describes customer-actualized value as being idiosyncratic, experiential, contextual, and meaning laden
Customer sociability and the total service experience: Antecedents of positive word-of-mouth intentionsRonald J. Ferguson, Michele Paulin, Jasmin Bergeron (2010), Journal of Service Management 21 (1) 25 - 44DOI:10.1108/09564231011025100
idiosyncratic, experiential, contextual, and meaning laden
So how do we deal with that?
Option 1: Surrender
Option 2
Option 2: Break it down
ServiceDesign
Idea Belief – facts/figureAttitude - opinionsValue – right/wrong/morals
Objects
Behavior
Physical ObjectSoftware / SystemNo physical object
One off / rareOngoing / recurring / frequent
The Price Tag
Time • How long will this take?
Effort • Energy in, Garbage Out
Workstyle• What does this do to the daily work routine?
Comfort• Out of routine error
Psyche• Sense of competence
Perceived risk• psychological risk• social risk• usage risk• physical risk
Money• down payments on success• extra coffee / training / beer
Bug checking the service delivery
Gaps Model of Service Quality
Customer Gap:difference between customer expectations and
perceptions
Provider Gap 1 (The Knowledge Gap):not knowing what customers expect
Provider Gap 2 (The Service Design & Standards Gap):not having the right service designs and standards
Provider Gap 3 (The Service Performance Gap):not delivering to service standards
Provider Gap 4 (The Communication Gap):not matching performance to promises
PerceivedService
Expected Service
Them
Us
ExpectationGap
Gap 1
Gap 2
Gap 3
External Communications
Gap 4ServiceDelivery
User-Driven Service Designs and Standards
Our Perceptions of their Expectations
Gaps Model of Service Quality
Zeithaml, M, Bitner, M J, Gremler D, (2008) Services Marketing, McGraw Hillhttp://www.amazon.com/Services-Marketing-Valarie-Zeithaml/dp/0073380938/ref=dp_ob_title_bk
Provider Gap 1: Not knowing what people expect
Provider Gap 2: Not selecting the right service designs and standards
Provider Gap 3: Not delivering to service standards
Provider Gap 4: Not matching performance to promises
End user Expectations
End user Perceptions
Customer Gap
CustomerGap
Wrapping it up
Marketing is about the peopleUnderstand what they think you’re
deliveringCheck the expectation matches the
delivery
This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/2.5/au/
Dr Stephen DannSchool of Management, Marketing & International BusinessAustralian National University
@[email protected]://www.slideshare.net/stephendann