ITSMa / ACS Presentation


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Marketing elements for use in the Service Management end of the ACS conference

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  • Idea” beliefs which are the consumer’s understanding of the facts, knowledge and information associated with the product, and which can be generated by the product itself; attitudes which are cognitive interpretations of positive and negative reactions to the product and which may incorporate emotional responses of liking or disliking a product; and values represent the compatibility (Chapter 5) of the product with the consumer’s personal view of the world in terms of ethics, morality and the sense of social appropriate conduct. Behavior one-off immediate actions recurring activity Provide the answer to the “Okay, now what?” question is a case of supporting an ongoing behavior. “ Object” splits into three categories Absence of anything virtual object physical object. The model can also be used as a way of considering how a product can reach the market by answering the following questions What ideas do the consumers need to have to use the product? What facts do they need to know to use the product? How do we increase positive evaluation of the product and address any negative evaluations? Does this product contravene any ethical, moral or value position in the world view of the target market? What behaviors does the product require for use? Are we asking for a non-recurring behavior initially? Do we require recurring behaviors to get the most out of the product? What is the substantive nature of the product? Is this a physical product to be acquired online and supplied offline? Is this a virtual product that resides on the consumer’s computer? Is this a non-corporeal virtual product that doesn’t stay on the consumer’s computer when they’ve finished with it?
  • ITSMa / ACS Presentation

    1. 1. Marketing Methods for Service Implementation Dr Stephen Dann School of Management, Marketing & International Business, Australian National University December 8, 2009
    2. 2. Marketing <ul><li>marketing is the management process responsible for identifying , anticipating and satisfying customer requirements efficiently and effectively </li></ul><ul><li>Chartered Institute of Marketing (1990) </li></ul><ul><li>CIM(2005) alters “efficiently and effectively” to “profitably” </li></ul>
    3. 3. Where can we fit? Marketing
    4. 4. People aspect of Organisational Change Jan van Bon “IT service management” Van Haren Publishing (Amazon)
    5. 5. What can marketing offer? End user centered view of the world
    6. 6. Everything is a product And products are highly specific things
    7. 7. Products: Features versus Benefits
    8. 8. iPod Zone
    9. 9. Service Dominant Logic <ul><li>Service-dominant logic describes customer-actualized value as being idiosyncratic, experiential, contextual, and meaning laden </li></ul>Customer sociability and the total service experience: Antecedents of positive word-of-mouth intentions Ronald J. Ferguson, Michele Paulin, Jasmin Bergeron (2010), Journal of Service Management 21 (1) 25 - 44 DOI:10.1108/09564231011025100
    10. 10. idiosyncratic, experiential, contextual, and meaning laden iPod Zone
    11. 11. So how do we deal with that?
    12. 12. Option 1: Surrender
    13. 13. Option 2
    14. 14. Option 2: Break it down Service Design Idea Objects Behavior Belief – facts/figure Attitude - opinions Value – right/wrong/morals Physical Object Software / System No physical object One off / rare Ongoing / recurring / frequent
    15. 15. The Price Tag <ul><li>Time </li></ul><ul><li>How long will this take? </li></ul><ul><li>Effort </li></ul><ul><li>Energy in, Garbage Out </li></ul><ul><li>Workstyle </li></ul><ul><li>What does this do to the daily work routine? </li></ul><ul><li>Comfort </li></ul><ul><li>Out of routine error </li></ul><ul><li>Psyche </li></ul><ul><li>Sense of competence </li></ul><ul><li>Perceived risk </li></ul><ul><li>psychological risk </li></ul><ul><li>social risk </li></ul><ul><li>usage risk </li></ul><ul><li>physical risk </li></ul><ul><li>Money </li></ul><ul><li>down payments on success </li></ul><ul><li>extra coffee / training / beer </li></ul>
    16. 16. Bug checking the service delivery
    17. 17. Gaps Model of Service Quality <ul><li>Customer Gap: </li></ul><ul><ul><li>difference between customer expectations and perceptions </li></ul></ul><ul><li>Provider Gap 1 (The Knowledge Gap): </li></ul><ul><ul><li>not knowing what customers expect </li></ul></ul><ul><li>Provider Gap 2 (The Service Design & Standards Gap): </li></ul><ul><ul><li>not having the right service designs and standards </li></ul></ul><ul><li>Provider Gap 3 (The Service Performance Gap): </li></ul><ul><ul><li>not delivering to service standards </li></ul></ul><ul><li>Provider Gap 4 (The Communication Gap): </li></ul><ul><ul><li>not matching performance to promises </li></ul></ul>
    18. 18. Gaps Model of Service Quality Zeithaml, M, Bitner, M J, Gremler D, (2008) Services Marketing, McGraw Hill Perceived Service Expected Service Them Us Expectation Gap Gap 1 Gap 2 Gap 3 External Communications Gap 4 Service Delivery User-Driven Service Designs and Standards Our Perceptions of their Expectations
    19. 19. Customer Gap End user Expectations End user Perceptions Customer Gap
    20. 20. Provider Gap 1 Customer Expectations Company Perceptions of Customer Expectations Gap 1
    21. 21. Provider Gap 2 Customer-Driven Service Designs and Standards Management Perceptions of Customer Expectations Gap 2
    22. 22. Provider Gap 3 Service Delivery Customer-Driven Service Designs and Standards Gap 3
    23. 23. Provider Gap 4 Service Delivery External Communications to Customers Gap 4
    24. 24. Wrapping it up Marketing is about the people Understand what they think you’re delivering Check the expectation matches the delivery
    25. 25. <ul><li>This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of this license, visit </li></ul>Dr Stephen Dann School of Management, Marketing & International Business Australian National University @stephendann [email_address]