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CHAPTER 13:  TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Publi...
Outline <ul><li>Nature of Service </li></ul><ul><ul><li>Concept 1: Intangible Acts are Everywhere </li></ul></ul><ul><ul><...
Outline <ul><li>Improving service quality </li></ul><ul><ul><li>Concept 7: Filling the Gaps </li></ul></ul><ul><ul><li>Con...
Concept 1: Intangible Acts are Everywhere Business Government Private nonprofit Manufacturing and Retail Wednesday May 12,...
Concept 1: Intangible Acts are Everywhere <ul><li>Kotler:  Government </li></ul><ul><li>Local:  Eastwood </li></ul><ul><li...
Concept 2: Service Cocktail <ul><li>1. Pure tangible good </li></ul><ul><ul><li>Kotler and Local:  Soaps </li></ul></ul><u...
Concept 2: Service Cocktail <ul><li>3. Hybrid </li></ul><ul><ul><li>Kotler:  Restaurants </li></ul></ul><ul><ul><li>Local:...
Concept 2: Service Cocktail <ul><li>5. Pure Service </li></ul><ul><ul><li>Kotler:  Massage </li></ul></ul><ul><ul><li>Loca...
Concept 3: Service Features <ul><li>1. Intangibility </li></ul><ul><ul><li>Physical evidence </li></ul></ul><ul><ul><li>Pr...
Concept 3: Service Features <ul><li>2. Inseparability </li></ul><ul><ul><li>Kotler:  Blue Man Group in entertainment </li>...
Concept 3: Service Features <ul><li>3. Variability </li></ul><ul><ul><li>Kotler:  General Electric and Citibank </li></ul>...
Concept 3: Service Features <ul><li>4. Perishability </li></ul><ul><ul><li>Kotler:  Club Med, Disney’s Fastpass </li></ul>...
Concept 4: Application of Features <ul><li>Increasing Quality Control </li></ul><ul><li>Demand = Supply </li></ul><ul><li>...
Concept 5: Provider-Customer Tandem Wednesday May 12, 2010 Provider Failure? Improve Customer Relationship Present Custome...
Concept 6: Holistic Marketing <ul><li>Kotler:  Singapore Airlines </li></ul><ul><li>Local:  Toyota </li></ul><ul><li>Medic...
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 ...
Concept 8: Best Practices <ul><li>Strategic Concept </li></ul><ul><li>Management Commitment </li></ul><ul><li>High Standar...
<ul><ul><li>Kotler:  Rackspace, Hotel front desks, Gethuman.com, Paychex </li></ul></ul><ul><ul><li>Local:  McDonalds/ Fas...
Concept 9: Brand Strategy <ul><li>Image </li></ul><ul><li>Branding </li></ul><ul><ul><li>Kotler:  United Airlines, Comcast...
Concept 10: Satisfying the Customer Wednesday May 12, 2010 <ul><li>Worries: </li></ul><ul><li>Failure Frequency </li></ul>...
Summary <ul><li>Nature of Service </li></ul><ul><ul><li>Types, Characteristics, Applications </li></ul></ul><ul><li>Market...
<ul><li>Grab  the service opportunity </li></ul><ul><li>Market  it holistically </li></ul><ul><li>Always aim for quality  ...
CHAPTER 13:  TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Publi...
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DESIGNING and

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DESIGNING and MANAGING SERVICES
Chapter 13
Kotler

Published in: Business, Health & Medicine
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    1. 1. CHAPTER 13: TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Public Health Wednesday May 12, 2010
    2. 2. Outline <ul><li>Nature of Service </li></ul><ul><ul><li>Concept 1: Intangible Acts are Everywhere </li></ul></ul><ul><ul><li>Concept 2: Service Cocktail </li></ul></ul><ul><ul><li>Concept 3: Service Features </li></ul></ul><ul><ul><li>Concept 4: Application of Features </li></ul></ul><ul><li>Marketing Service </li></ul><ul><ul><li>Concept 5: Provider-Customer tandem </li></ul></ul><ul><ul><li>Concept 6: Holistic Marketing </li></ul></ul>Wednesday May 12, 2010
    3. 3. Outline <ul><li>Improving service quality </li></ul><ul><ul><li>Concept 7: Filling the Gaps </li></ul></ul><ul><ul><li>Concept 8: Best Practices </li></ul></ul><ul><li>Creating strong brands in the service industry </li></ul><ul><ul><li>Concept 9: Brand Strategies </li></ul></ul><ul><li>Product-Support Services </li></ul><ul><ul><li>Concept 10: Satisfying the Customer </li></ul></ul><ul><li>Summary </li></ul>Wednesday May 12, 2010
    4. 4. Concept 1: Intangible Acts are Everywhere Business Government Private nonprofit Manufacturing and Retail Wednesday May 12, 2010
    5. 5. Concept 1: Intangible Acts are Everywhere <ul><li>Kotler: Government </li></ul><ul><li>Local: Eastwood </li></ul><ul><li>Medical: </li></ul><ul><ul><li>ASMPH </li></ul></ul><ul><ul><li>Emergency Rooms </li></ul></ul>Wednesday May 12, 2010
    6. 6. Concept 2: Service Cocktail <ul><li>1. Pure tangible good </li></ul><ul><ul><li>Kotler and Local: Soaps </li></ul></ul><ul><ul><li>Medical: First Aid kit </li></ul></ul>Wednesday May 12, 2010 <ul><li>2. Good with accompanying services </li></ul><ul><ul><li>Kotler: Cars, computers, cellphones </li></ul></ul><ul><ul><li>Local: Honda Civic, Dell laptops, iPhones </li></ul></ul><ul><ul><li>Medical: Diagnostic equipment </li></ul></ul>
    7. 7. Concept 2: Service Cocktail <ul><li>3. Hybrid </li></ul><ul><ul><li>Kotler: Restaurants </li></ul></ul><ul><ul><li>Local: Wedding planner </li></ul></ul><ul><ul><li>Medical: Hospitals </li></ul></ul>Wednesday May 12, 2010 <ul><li>4. Service with accompanying goods </li></ul><ul><ul><li>Kotler: Airlines </li></ul></ul><ul><ul><li>Local: LBC, gasoline stations </li></ul></ul><ul><ul><li>Medical: Physical therapy </li></ul></ul>
    8. 8. Concept 2: Service Cocktail <ul><li>5. Pure Service </li></ul><ul><ul><li>Kotler: Massage </li></ul></ul><ul><ul><li>Local: Helpers </li></ul></ul><ul><ul><li>Medical: Healthcare professionals </li></ul></ul>Wednesday May 12, 2010
    9. 9. Concept 3: Service Features <ul><li>1. Intangibility </li></ul><ul><ul><li>Physical evidence </li></ul></ul><ul><ul><li>Presentation </li></ul></ul>Wednesday May 12, 2010 <ul><ul><li>Kotler: Washington Mutual </li></ul></ul><ul><ul><li>Local: Call centers </li></ul></ul><ul><ul><li>Medical: Customer services in TMC </li></ul></ul>
    10. 10. Concept 3: Service Features <ul><li>2. Inseparability </li></ul><ul><ul><li>Kotler: Blue Man Group in entertainment </li></ul></ul><ul><ul><li>Local: Lawyers </li></ul></ul><ul><ul><li>Medical: </li></ul></ul><ul><ul><ul><li>Psychiatrists </li></ul></ul></ul><ul><ul><ul><li>Family medicine doctors </li></ul></ul></ul><ul><ul><ul><li>Pediatricians </li></ul></ul></ul>Wednesday May 12, 2010
    11. 11. Concept 3: Service Features <ul><li>3. Variability </li></ul><ul><ul><li>Kotler: General Electric and Citibank </li></ul></ul><ul><ul><li>Local: Fast food chains </li></ul></ul><ul><ul><li>Medical: </li></ul></ul><ul><ul><ul><li>Bedside manners </li></ul></ul></ul><ul><ul><ul><li>Doctor’s P-drug </li></ul></ul></ul><ul><ul><ul><li>Individualized treatment </li></ul></ul></ul>Wednesday May 12, 2010
    12. 12. Concept 3: Service Features <ul><li>4. Perishability </li></ul><ul><ul><li>Kotler: Club Med, Disney’s Fastpass </li></ul></ul><ul><ul><li>Local: Cebu Pacific promos </li></ul></ul><ul><ul><li>Medical: </li></ul></ul><ul><ul><ul><li>Medical equipment during trauma </li></ul></ul></ul><ul><ul><ul><li>DevPed and TCM practitioners’ </li></ul></ul></ul><ul><ul><ul><li>waiting line </li></ul></ul></ul>Wednesday May 12, 2010
    13. 13. Concept 4: Application of Features <ul><li>Increasing Quality Control </li></ul><ul><li>Demand = Supply </li></ul><ul><li>Improving Service Quality </li></ul>Wednesday May 12, 2010
    14. 14. Concept 5: Provider-Customer Tandem Wednesday May 12, 2010 Provider Failure? Improve Customer Relationship Present Customer Failure <ul><li>Root Causes: </li></ul><ul><li>People </li></ul><ul><li>Technology </li></ul><ul><li>Process </li></ul><ul><li>Servicescape </li></ul><ul><li>From employees to customers </li></ul><ul><li>Solutions: </li></ul><ul><li>Redesign process, simplify roles </li></ul><ul><li>Incorporate right technology </li></ul><ul><li>Create high-performance customers </li></ul><ul><li>Encourage customer citizenship </li></ul>
    15. 15. Concept 6: Holistic Marketing <ul><li>Kotler: Singapore Airlines </li></ul><ul><li>Local: Toyota </li></ul><ul><li>Medical: TMC </li></ul>Wednesday May 12, 2010
    16. 16. Concept 7: Filling the Gaps Wednesday May 12, 2010 Service Delivery External Communications
    17. 17. Concept 7: Filling the Gaps Wednesday May 12, 2010 Reliability Responsiveness Assurance Empathy Tangibles Service-Quality Specification
    18. 18. Concept 8: Best Practices <ul><li>Strategic Concept </li></ul><ul><li>Management Commitment </li></ul><ul><li>High Standards </li></ul><ul><li>Self-Service Technology </li></ul><ul><li>Monitoring System </li></ul><ul><li>Employee Satisfaction </li></ul>Wednesday May 12, 2010
    19. 19. <ul><ul><li>Kotler: Rackspace, Hotel front desks, Gethuman.com, Paychex </li></ul></ul><ul><ul><li>Local: McDonalds/ Fast food chains </li></ul></ul><ul><ul><li>Medical: </li></ul></ul><ul><ul><ul><li>MVP and Dr. Bengzon </li></ul></ul></ul><ul><ul><ul><li>TMC standards vs QMMC </li></ul></ul></ul><ul><ul><ul><li>Cashier kiosks in TMC/St. Lukes </li></ul></ul></ul><ul><ul><ul><li>Benefits of employees </li></ul></ul></ul>Concept 8: Best Practices Wednesday May 12, 2010
    20. 20. Concept 9: Brand Strategy <ul><li>Image </li></ul><ul><li>Branding </li></ul><ul><ul><li>Kotler: United Airlines, Comcast, Hilton Hotels </li></ul></ul><ul><ul><li>Local: Greenwich, Biogesic </li></ul></ul><ul><ul><li>Medical: </li></ul></ul><ul><ul><ul><li>Hospitals, medical schools </li></ul></ul></ul>Wednesday May 12, 2010
    21. 21. Concept 10: Satisfying the Customer Wednesday May 12, 2010 <ul><li>Worries: </li></ul><ul><li>Failure Frequency </li></ul><ul><li>Downtime </li></ul><ul><li>Out-of-pocket Costs </li></ul><ul><li>Offer: </li></ul><ul><li>Facilitating Services </li></ul><ul><li>Value-augmenting Services </li></ul><ul><li>Service Contracts / Extended Warranties </li></ul><ul><li>Post-sale services (Customer and Repair & Maintenance) </li></ul>
    22. 22. Summary <ul><li>Nature of Service </li></ul><ul><ul><li>Types, Characteristics, Applications </li></ul></ul><ul><li>Marketing Service </li></ul><ul><ul><li>Customer failure </li></ul></ul><ul><ul><li>Need for improved customer relationship </li></ul></ul><ul><ul><li>Holistic marketing </li></ul></ul><ul><li>Improving service quality </li></ul><ul><ul><li>Filling the Gaps, Best Practices </li></ul></ul><ul><li>Brand Strategies </li></ul><ul><li>Satisfying the Customer </li></ul>Wednesday May 12, 2010
    23. 23. <ul><li>Grab the service opportunity </li></ul><ul><li>Market it holistically </li></ul><ul><li>Always aim for quality </li></ul><ul><li>Strategize in order to satisfy the Customer </li></ul>Conclusion Wednesday May 12, 2010
    24. 24. CHAPTER 13: TOP 10 CONCEPTS DESIGNING AND MANAGING SERVICES Justine Andrea C. Paredes Ateneo School of Medicine and Public Health Wednesday May 12, 2010
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