Designing and managing services 1
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This document discusses service marketing management. It defines categories of service mixes and characteristics of services. It also discusses challenges in services like inseparability, perishability, intangibility and variability. The document talks about three types of marketing for service industries and ways to improve service differentiation, quality and productivity. It introduces a service quality model and determinants of service quality. It provides strategies for service excellence like top management commitment and satisfying customer complaints.
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Designing and managing services 1
- 1. Chapter 14 Designing and Managing Services Marketing Management Tenth Edition Philip Kotler
- 3. Categories of Service Mix Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Service Pure Tangible Good
- 4. Services Four Service Characteristics Inseparability Services cannot be separated from their providers Perishability Services cannot be stored for later sale or use Intangibility Services cannot be seen, tasted, felt, heard, or smelled before purchase Variability Quality of services depends on who provides them and when, where, and how
- 5. Services Overcoming Service Challenges Inseparability Increase productivity of providers Perishability Match supply and demand Intangibility Use cues to make it tangible Variability Standardize service production & delivery
- 6. Three Types of Marketing in Service Industries Internal marketing Company Customers External marketing Employees Interactive marketing Cleaning/ maintenance services Financial/ banking services Restaurant industry
- 7. Service Differentiation Offer Delivery Image
- 8. Service-Quality Model Expected service Management perceptions of consumer expectations Marketer Consumer Gap 1 Service delivery (including pre- and post-contacts) Gap 3 Translation of perceptions to service-quality specifications Gap 2 Gap 5 Perceived service External communi- cations to consumers Gap 4 Personal needs Past experience Word-of-mouth communications
- 11. Importance-Performance Analysis 14 A. Concentrate here B. Keep up the good work D. Possible overkill C. Low priority Extremely important Slightly important Excellent performance Fair performance 1 2 9 11 13 12 3 4 5 6 7 8 10 # = Attributes