D:\Agsb Subjects\Markma\My 10 Concepts

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D:\Agsb Subjects\Markma\My 10 Concepts

  1. 1. DESIGNING AND MANAGING SERVICES Michelle O. Libuit February 2010 Top 10 Concepts Chelsea C Human Biscuits Dora
  2. 2. Outline <ul><li>Services distinguished (How) </li></ul><ul><li>Evaluating Services (How) </li></ul><ul><li>Distinctive Characteristics (What) </li></ul><ul><li>Categories of Service Mix </li></ul><ul><li>Marketing Strategies (How) </li></ul>
  3. 3. Outline <ul><li>6. Marketing Services ( How) </li></ul><ul><li>7. Determinants of Service Quality </li></ul><ul><li>8. Managing Service Quality </li></ul><ul><li>9. Best Practices </li></ul><ul><li>10. Customer Interface System </li></ul>
  4. 4. 1. Services Distinguished Distinction of service offerings. <ul><li>Choices of process to deliver </li></ul><ul><li>Equipment or people based </li></ul>
  5. 5. <ul><li>Client’s presence </li></ul><ul><li>Personal or business need </li></ul><ul><li>Objective and ownership </li></ul>1 . Services Distinguished
  6. 6. <ul><li>Evaluating Service </li></ul><ul><li>Search Qualities </li></ul>Customer’s gauge for service quality.
  7. 7. 2. Evaluating Service <ul><li>Experience Qualities </li></ul>
  8. 8. <ul><li>Evaluating Service </li></ul><ul><li>Credence Qualities </li></ul>
  9. 9. Intangibility Inseparability Perish ability Variability Greatly affect the design of marketing program. <ul><li>Distinctive characteristics adds value to the product. </li></ul>
  10. 10. <ul><li>Distinctive characteristics adds value to the product. </li></ul><ul><li>Kotler – Ritz Carlton Hotel </li></ul><ul><li>Local – Cebu Pacific </li></ul><ul><li>Chelsea – </li></ul>
  11. 11. 4. Categories of Service Mix Tangible good Tangible good with accompanying service Major service with accompanying minor service Hybrid Service-value offerings. Pure Service
  12. 12. 5. Analysis, Formulation and Implementation of Strategies <ul><li>Creating Strong Brands </li></ul><ul><ul><li>Innovative, convincing personality image. </li></ul></ul>Best Utility Pole. <ul><li>Post sale service </li></ul><ul><ul><li>Customer remain loyal. </li></ul></ul><ul><li>Delighting Customers </li></ul><ul><ul><li>The Best way to surpass expectation. </li></ul></ul>
  13. 13. 5. Analysis, Formulation and Implementation of Strategies <ul><li>Kotler – General Motors </li></ul><ul><li>Local – Call Center ( BPO) </li></ul><ul><li>Chelsea – </li></ul>
  14. 14. 6. Hollistic Marketing for Services External Marketing Internal Marketing Interactive Marketing Employees Customers Customers remain loyal. Chelsea
  15. 15. 6. Holistic Marketing for Services <ul><li>Kotler – Singapore Airlines </li></ul><ul><li>Local – The Secret of Toyota’s Success </li></ul><ul><li>Chelsea – </li></ul>
  16. 16. 7. Determinants of Service Quality Service dimension would be deemed satisfactory. <ul><li>Responsiveness </li></ul><ul><li>Assurance </li></ul><ul><li>Reliability </li></ul>
  17. 17. 7. Determinants of Service Quality <ul><li>Empathy </li></ul><ul><li>Tangibles </li></ul>
  18. 18. 7. Determinants of Service Quality <ul><li>Kotler – Singapore Airlines </li></ul><ul><li>Local – Realty Industry </li></ul><ul><li>Chelsea – </li></ul>
  19. 19. 8. Managing Service Delivering a high service quality. <ul><li>Results in customer satisfaction </li></ul><ul><li>Achievement of goals </li></ul>
  20. 20. 8. Managing Service <ul><li>Kotler – Ritz Carlton Hotel </li></ul><ul><li>Local – Araneta Center’s “Walk the talk” </li></ul><ul><li>Chelsea – </li></ul>
  21. 21. 9. Best Practices of Service-Quality Management <ul><li>Strategic Concept </li></ul><ul><li>Top management commitment </li></ul><ul><li>High Standards </li></ul><ul><li>Self Service Technologies </li></ul>
  22. 22. 9. Best Practices of Service-Quality Management <ul><li>Kotler – Rackspace </li></ul><ul><li>Local – Araneta Center’s “Walk the talk” </li></ul><ul><li>Chelsea – </li></ul>
  23. 23. 10. Customer Interface System <ul><li>Physical Presence and Appearance </li></ul><ul><li>Cognition </li></ul><ul><li>Emotion or Attitude </li></ul><ul><li>Connectedness </li></ul>
  24. 24. 10. Customer Interface System <ul><li>Kotler – Gethuman.com </li></ul><ul><li>Local – BPO’s </li></ul><ul><li>Chelsea – </li></ul>
  25. 25. Summary <ul><li>Services distinguished (How) </li></ul><ul><li>Evaluating Services (How) </li></ul><ul><li>Distinctive Characteristics (What) </li></ul><ul><li>Categories of Service Mix </li></ul><ul><li>Marketing Strategies (How) </li></ul>
  26. 26. Summary <ul><li>6. Marketing Services ( How) </li></ul><ul><li>7. Determinants of Service Quality </li></ul><ul><li>8. Managing Service Quality </li></ul><ul><li>9. Best Practices </li></ul><ul><li>10. Customer Interface System </li></ul>
  27. 27. DESIGNING AND MANAGING SERVICES Michelle O. Libuit February 2010 Top 10 Concepts Chelsea C Human Biscuits Dora

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