Designing and Managing Services

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Designing and Managing Services

  1. 1. Services are classified on the basis of: •Degree of involvement of the customer: •People Processing •Possession Processing •Mental Stimulus Processing •Information Processing Marketing of Services:
  2. 2. Services classification (Cont.): Degree of tangibility: • Highly Tangible •Service Linked to tangible goods • Tangible goods linked to services •Highly Intangible (Pure service)
  3. 3. Classification on the basis of skills & Expertise: •Professional services •Non-professional services Services classification (Cont.):
  4. 4. Services classification (Cont.): Classification on the basis of business orientation: •Non profit Organization. •Commercial Organization. Classification on the basis of End-user: •Consumer Services. •B2B/Industrial Services.
  5. 5. Characteristics of Services: Characteristics of Services Intangibility Perishability Inseparability Heterogeneity / Variability
  6. 6. Developing marketing strategies for services:  Product (Offering).  Pricing.  Promotion.  Place (Distribution).  People.  Process.  Physical Evidence.
  7. 7. Managing Service Differentiation:  Offer.  Delivery.  Image of organization.
  8. 8. Service gaps:  Gap between customer expectation & management perception  Gap between management perception & service quality specification  Gap between service quality specification & service delivery  Gap between service delivery & external communication  Gap between perceived service & expected service
  9. 9. Determinants of service quality (SERVQUAL):  Reliability  Responsiveness  Assurance  Empathy  Tangibles
  10. 10. 13-14 Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles
  11. 11. Best Practices  Strategic Concept  Top-Management Commitment  High Standards  Self-Service Technologies  Monitoring Systems  Satisfying Customer Complaints  Satisfying Employees
  12. 12. Figure 13.5 Tracking Customer Service Performance
  13. 13. 13-17 Table 13.3 Customer Importance and Performance Ratings for an Auto Dealership
  14. 14. 13-18 Figure 13.6 Importance-Performance Analysis
  15. 15. Developing Brand Strategies for Services Choosing Brand Elements Establishing Image Dimensions Devising Branding Strategy
  16. 16. Customer Worries Failure frequency Downtime Out-of-pocket costs
  17. 17. 13-21 Marketing Debate  Is Service Marketing Different From Product Marketing? Take a position: 1. Product and service marketing are fundamentally different. 2. Product and service marketing are highly related.

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