Chapter 13 presentation jap

CHAPTER 13: TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Public Health Wednesday May 12, 2010

Outline Nature of Service Concept 1: Intangible Acts are Everywhere Concept 2: Service Cocktail Concept 3: Service Features Concept 4: Application of Features Marketing Service Concept 5: Provider-Customer tandem Concept 6: Holistic Marketing Wednesday May 12, 2010

Outline Improving service quality Concept 7: Filling the Gaps Concept 8: Best Practices Creating strong brands in the service industry Concept 9: Brand Strategies Product-Support Services Concept 10: Satisfying the Customer Summary Wednesday May 12, 2010

Concept 1: Intangible Acts are Everywhere Business Government Private nonprofit Manufacturing and Retail Wednesday May 12, 2010

Concept 1: Intangible Acts are Everywhere Kotler: Government Local: Eastwood Medical: ASMPH Emergency Rooms Wednesday May 12, 2010

Concept 2: Service Cocktail 1. Pure tangible good Kotler and Local: Soaps Medical: First Aid kit Wednesday May 12, 2010 2. Good with accompanying services Kotler: Cars, computers, cellphones Local: Honda Civic, Dell laptops, iPhones Medical: Diagnostic equipment

Concept 2: Service Cocktail 3. Hybrid Kotler: Restaurants Local: Wedding planner Medical: Hospitals Wednesday May 12, 2010 4. Service with accompanying goods Kotler: Airlines Local: LBC, gasoline stations Medical: Physical therapy

Concept 2: Service Cocktail 5. Pure Service Kotler: Massage Local: Helpers Medical: Healthcare professionals Wednesday May 12, 2010

Concept 3: Service Features 1. Intangibility Physical evidence Presentation Wednesday May 12, 2010 Kotler: Washington Mutual Local: Call centers Medical: Customer services in TMC

Concept 3: Service Features 2. Inseparability Kotler: Blue Man Group in entertainment Local: Lawyers Medical: Psychiatrists Family medicine doctors Pediatricians Wednesday May 12, 2010

Concept 3: Service Features 3. Variability Kotler: General Electric and Citibank Local: Fast food chains Medical: Bedside manners Doctor’s P-drug Individualized treatment Wednesday May 12, 2010

Concept 3: Service Features 4. Perishability Kotler: Club Med, Disney’s Fastpass Local: Cebu Pacific promos Medical: Medical equipment during trauma DevPed and TCM practitioners’ waiting line Wednesday May 12, 2010

Concept 4: Application of Features Increasing Quality Control Demand = Supply Improving Service Quality Wednesday May 12, 2010

Concept 5: Provider-Customer Tandem Wednesday May 12, 2010 Provider Failure? Improve Customer Relationship Present Customer Failure Root Causes: People Technology Process Servicescape From employees to customers Solutions: Redesign process, simplify roles Incorporate right technology Create high-performance customers Encourage customer citizenship

Concept 6: Holistic Marketing Kotler: Singapore Airlines Local: Toyota Medical: TMC Wednesday May 12, 2010

Concept 7: Filling the Gaps Wednesday May 12, 2010 Service Delivery External Communications

Concept 7: Filling the Gaps Wednesday May 12, 2010 Reliability Responsiveness Assurance Empathy Tangibles Service-Quality Specification

Concept 8: Best Practices Strategic Concept Management Commitment High Standards Self-Service Technology Monitoring System Employee Satisfaction Wednesday May 12, 2010

Kotler: Rackspace, Hotel front desks, Gethuman.com, Paychex Local: McDonalds/ Fast food chains Medical: MVP and Dr. Bengzon TMC standards vs QMMC Cashier kiosks in TMC/St. Lukes Benefits of employees Concept 8: Best Practices Wednesday May 12, 2010

Concept 9: Brand Strategy Image Branding Kotler: United Airlines, Comcast, Hilton Hotels Local: Greenwich, Biogesic Medical: Hospitals, medical schools Wednesday May 12, 2010

Concept 10: Satisfying the Customer Wednesday May 12, 2010 Worries: Failure Frequency Downtime Out-of-pocket Costs Offer: Facilitating Services Value-augmenting Services Service Contracts / Extended Warranties Post-sale services (Customer and Repair & Maintenance)

Summary Nature of Service Types, Characteristics, Applications Marketing Service Customer failure Need for improved customer relationship Holistic marketing Improving service quality Filling the Gaps, Best Practices Brand Strategies Satisfying the Customer Wednesday May 12, 2010

Grab the service opportunity Market it holistically Always aim for quality Strategize in order to satisfy the Customer Conclusion Wednesday May 12, 2010

CHAPTER 13: TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Public Health Wednesday May 12, 2010

Chapter 13 presentation jap

by Justine Andrea C. Paredes

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