2. 2visit: www.studyMarketing.org
You can download this presentation at:
www.studyMarketing.org
Visit www.studyMarketing.org for more
presentations on Marketing, Strategy,
Innovation, and Branding
3. 3visit: www.studyMarketing.org
Steps in Identifying
A Service Strategy
• Determine the most important service
attributes for meeting and exceeding
customers’ expectations.
• Determine the most important service
attributes on which competitors are
most vulnerable.
4. 4visit: www.studyMarketing.org
• Determine existing and potential service
capabilities of our company
• Develop a service strategy that
addresses important, enduring customer
needs, exploits competitor vulnerabilities,
and fits our company’s capabilities and
potential
Steps in Identifying
A Service Strategy
6. 6visit: www.studyMarketing.org
Service Reliability
Reliability refers to accurate and dependable
service; it refers to keeping the service promise
Service Surprise
Surprise means finding ways to make the
customer say “wow, these folks are good”; it
comes from the unexpected extra.
7. 7visit: www.studyMarketing.org
Service Recovery
Recovery involves regaining the customers’
confidence if the service is deficient; it means
standing behind the service
Service Fairness
Fairness requires a level playing field for
company and customer; business is conducted
in an ethical arena.
9. 9visit: www.studyMarketing.org
Service Reliability is Design
Service
Reliability
• Dependability and accuracy can be designed
into service system.
• Not all service mistakes stem from
carelessness. Frequently, the real culprit is a
needlessly complicated and failure-prone
service system. The flaw is in the design.
18. 18visit: www.studyMarketing.org
Service
Fairness
Customers expect service
companies to keep their
promise (reliability), to offer
clean, comfortable facilities
(tangibles), to give prompt
service (responsiveness), to
be competent and courteous
(assurance), and to extend
caring, individualized
attention (empathy).
19. 19visit: www.studyMarketing.org
Source of Reference:
Leonard L. Berry, On Great Service : A Framework
for Action, The Free Press
If you think this presentation useful, please consider telling others
about our site : www.studyMarketing.org