This document outlines 10 key concepts for designing and managing services: 1) how services are distinguished, 2) how services are evaluated, 3) the distinctive characteristics of services, 4) categories of service mixes, 5) marketing strategies for services, 6) how to market services, 7) determinants of service quality, 8) managing service quality, 9) best practices for service quality management, and 10) customer interface systems. Examples are provided for each concept.

1. DESIGNING AND MANAGING SERVICES Michelle O. Libuit February 2010 Top 10 Concepts Chelsea C Human Biscuits Dora

2. Outline Services distinguished (How) Evaluating Services (How) Distinctive Characteristics (What) Categories of Service Mix Marketing Strategies (How)

3. Outline 6. Marketing Services ( How) 7. Determinants of Service Quality 8. Managing Service Quality 9. Best Practices 10. Customer Interface System

4. 1. Services Distinguished Distinction of service offerings. Choices of process to deliver Equipment or people based

5. Client’s presence Personal or business need Objective and ownership 1 . Services Distinguished

6. Evaluating Service Search Qualities Customer’s gauge for service quality.

7. 2. Evaluating Service Experience Qualities

8. Evaluating Service Credence Qualities

9. Intangibility Inseparability Perish ability Variability Greatly affect the design of marketing program. Distinctive characteristics adds value to the product.

10. Distinctive characteristics adds value to the product. Kotler – Ritz Carlton Hotel Local – Cebu Pacific Chelsea –

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. 5. Analysis, Formulation and Implementation of Strategies Creating Strong Brands Innovative, convincing personality image. Best Utility Pole. Post sale service Customer remain loyal. Delighting Customers The Best way to surpass expectation.

13. 5. Analysis, Formulation and Implementation of Strategies Kotler – General Motors Local – Call Center ( BPO) Chelsea –

14. 6. Hollistic Marketing for Services External Marketing Internal Marketing Interactive Marketing Employees Customers Customers remain loyal. Chelsea

15. 6. Holistic Marketing for Services Kotler – Singapore Airlines Local – The Secret of Toyota’s Success Chelsea –

16. 7. Determinants of Service Quality Service dimension would be deemed satisfactory. Responsiveness Assurance Reliability

17. 7. Determinants of Service Quality Empathy Tangibles

18. 7. Determinants of Service Quality Kotler – Singapore Airlines Local – Realty Industry Chelsea –

19. 8. Managing Service Delivering a high service quality. Results in customer satisfaction Achievement of goals

20. 8. Managing Service Kotler – Ritz Carlton Hotel Local – Araneta Center’s “Walk the talk” Chelsea –

21. 9. Best Practices of Service-Quality Management Strategic Concept Top management commitment High Standards Self Service Technologies

22. 9. Best Practices of Service-Quality Management Kotler – Rackspace Local – Araneta Center’s “Walk the talk” Chelsea –

23. 10. Customer Interface System Physical Presence and Appearance Cognition Emotion or Attitude Connectedness

24. 10. Customer Interface System Kotler – Gethuman.com Local – BPO’s Chelsea –

25. Summary Services distinguished (How) Evaluating Services (How) Distinctive Characteristics (What) Categories of Service Mix Marketing Strategies (How)

26. Summary 6. Marketing Services ( How) 7. Determinants of Service Quality 8. Managing Service Quality 9. Best Practices 10. Customer Interface System

27. DESIGNING AND MANAGING SERVICES Michelle O. Libuit February 2010 Top 10 Concepts Chelsea C Human Biscuits Dora