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  • INTERNAL MARKETING-TRAINING AND MOTIVATING EMPLOYEES TO SERVE CUSTOMER WELLEXTERNAL MARKETING-DESCRIBES THE NORMAL WORK OF PREPARING,DISTRIBUTING, AND PROMOTING SERVICE TO CUSTOMERINTERACTIVE MARKETING-EMPLPYEES SKILL IN SERVING THE CLIENT
  • Gap1-mgt does not correctly perceive what customer wantsGap2-mgt may correctly perceive what customer wants but there is no standard set.Gap3-this may due to conflicting standard, such as taking time to listen to customer and serving themGap4-client expectation not met by what the company advertiseGap5-client may misperceive the service quality..
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    • 1. Designing And Managing Services<br />Maria Agnes Fulo<br />Ateneo Graduate School of Business<br />May 2010<br />www.agnesfulo@blogspot.com<br />
    • 2. 1)Define service and identify categories of service mix<br /> 2) Identify distinctive Characteristic of Services<br />3) How can we market service?<br />4) Improve Service Quality?<br />Objectives<br />
    • 3. 1) Define Service<br />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.<br />
    • 4. 1)Identify categories of service mix<br />
    • 5. 2)Distinctive Characteristics of Services<br />Intangibility<br />Services cannot be seen, tasted, felt, heard or smelled before they are bought.<br />
    • 6. 2) Distinctive Characteristic of Services<br />Inseperability<br /> - Provider – client interaction<br /> - services are produced and consumed simultaneously<br />
    • 7. 2)Distinctive Characteristics of Services<br />Variability<br /> -It will depend who, when, where or to whom service is provided<br /> -firms offer service guarantees<br />
    • 8. 2) Distinctive Characteristics of Services<br />Perishability<br /> Services cannot be stored for later sale or use<br /> Right services available to right customer, time and price.<br />
    • 9. 3)Market Service<br />company<br /> External marketing<br />Internal marketing <br />Employees<br />Customer<br /> Interact active marketing<br />Holistic Care of a Patient<br />Holistic Marketing<br />
    • 10. Service-Quality Model<br />Personal needs<br />Word-of-mouth<br />communications<br />Past experience<br />Expected service<br />Consumer<br />Gap 5<br />Perceived service<br />Gap 1<br />Service delivery (including<br />pre- and post-contacts)<br />External<br />communi-<br />cations to<br />consumers<br />Gap 4<br />Gap 3<br />Marketer<br />Translation of perceptions<br />to service-quality specifications<br />Gap 2<br />Management perceptions<br />of consumer expectations<br />
    • 11. 4) Service Quality<br />Determinants of Service Quality<br />Reliability <br />Perform the promise service accurately<br /> Assurance<br />-ability to convey trust and confidence <br />
    • 12. 4) Service Quality<br />Determinants of service of Quality<br /> Empathy <br />Individualizing attention to customer<br />Tangibles<br />Physical facilities, equipment, personnel<br />
    • 13. 4) Service Quality<br />Determinants of service of Quality<br />Responsiveness<br />Willingness to help customer and prompt service<br />
    • 14. Service-Quality Management<br /> 1)Strategic Concept<br /> -Have a clear targeted customers and their needs.<br /> 2)Top-Management Commitment<br /> -Committed to quality service (Quality, Service, Cleanliness, and Value)<br />3) High-Standards<br /> -3 levels to differentiate better and faster system * Reliability, *Resilience, *Innovativeness<br />
    • 15. Service-Quality Management <br />4)Self- Service Technologies<br /> -Can make service transaction more accurate, convenient and faster.<br />5)Satisfying Customer Complaints<br /> -Advocate the interest and image of the firm to consumer and critical in handling complaints.<br /> 6)Monitoring System<br /> -Audit service performance both the company and its competitors.<br />
    • 16. Service-Quality Management <br /> 7) Satisfying employees as well as customers.<br />- Positive employee attitudes will promote customer loyalty and strong customer orientation in employees will also increase their job satisfaction and commitment.<br />
    • 17. Designing And Managing Services<br />Maria Agnes Fulo<br />Ateneo Graduate School of Business<br />May 2010<br />

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