Slides on Chapter 12, Question 4, of Marketing Management (Kotler Et. Al.) by Dhananjay Goel.

1. Designing and
managing services
Based on the book, marketing management by Kotler et. Al.

2. How can we improve service
quality ?
• Service quality of a
firm tested at each
service encounter.
• Here we explore ways
to manage & improve
quality of service
offered.
• Basix delivers
financial services
effectively, basing

3. Factors Leading to Customer
Switching Behavior

4. 1. pricing
• High price.
• Price increases.
• Unfair pricing.
• Deceptive pricing.

5. 2. inconvenience
• Location/hours.
• Wait for appointment.
• Wait for service.

6. 3. Core service failure
• Service mistakes.
• Billing errors.
• Service catastrophe.

7. 4. Service encounter failures
• Uncaring.
• Impolite.
• Unresponsive.
• Unknowledgable.

8. 5. Response to service failure
• Negative response.
• No response.
• Reluctant response.

9. 6. competition
• Found better service.

10. 7. Ethical problems
• Cheat.
• Hard sell.
• Unsafe.
• Conflict of interest.

11. 8. Involuntary switching
• Customer moved.
• Provider closed.

12. Managing customer expectations

13. 1. Service quality model1. Gap b/w consumer
expectation and
management
perception.
2. Gap b/w management
perception and
service-quality
specification.
3. Gap b/w service
quality specification
and service delivery.
4. Gap b/w service
delivery and external

14. 2. Determinants of service
quality
1. Reliability.
2. Responsiveness.
3. Assurance.
4. Empathy.
5. Tangibles.

15. Incorporating self service
technologies (sst’s)

16. Credits & References
• Flickr.com
• Images.google.com
• En.Wikipedia.org

17. Created by Dhananjay Goel, IIT Delhi, During
an Internship by Prof. Sameer Mathur, IIM
Lucknow. www.IIMInternship.com
PROF. SAMEER MATHUR
IIM LUCKNOW
DHANANJAY GOEL
IIT DELHI