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Designing and Managing Services Marketing Management, 13 th ed 13.

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Presentation on theme: "Designing and Managing Services Marketing Management, 13 th ed 13."— Presentation transcript:

1 Designing and Managing Services Marketing Management, 13 th ed 13

2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-2 Chapter Questions How do we define and classify services and how do they differ from goods? How do we market services? How can we improve service quality? How do service marketers create strong brands? How can goods marketers improve customer support services?

3 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-3 The Mayo Clinic Considers All Aspects of a Patients Experience

4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-4 What is a Service? A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product.

5 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-5 Service Sectors Government Private nonprofit Manufacturing BusinessRetail

6 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-6 General Motors OnStar Service

7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-7 Categories of Service Mix Pure tangible good Good w/ accompanying services Hybrid Service w/ accompanying goods Pure service

8 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-8 Service Distinctions Equipment-based or people-based Service processes Clients presence required or not Personal needs or business needs Objectives and ownership

9 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-9 Figure 13.2 Continuum of Evaluation for Different Types of Products

10 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability

11 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Physical Evidence and Presentation Place People Equipment Communication material Symbols Price

12 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Disney Relies Upon Tangible Cues

13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Blue Man Group Exhibits Inseparability

14 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall How to Increase Quality Control Invest in good hiring and training procedures Monitor customer satisfaction Standardize the service-performance process

15 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Matching Demand and Supply Demand side Differential pricing Nonpeak demand Complementary services Reservation systems Supply side Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion

16 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 13.3 A Blueprint for Overnight Hotel Stay

17 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Consumer-Friendly Services

18 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Improving Service Quality Listening Reliability Basic service Service design Recovery Surprising customers Fair play Teamwork Employee research Servant leadership

19 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 13.4 Root Causes of Customer Failure

20 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Solutions to Customer Failures Redesign processes and redefine customer roles to simplify service encounters Incorporate the right technology to aid employees and customers Create high-performance customers by enhancing their role clarity, motivation, and ability Encourage customer citizenship where customers help customers

21 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 13.5 Three Types of Marketing in Service Industries

22 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Table 13.1 Factors Leading to Customer Switching Behavior Pricing Inconvenience Core Service Failure Service Encounter Failures Response to Service Failure Competition Ethical Problems Involuntary Switching

23 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 13.6 Service-Quality Model

24 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Gaps That Cause Unsuccessful Service Delivery Gap between consumer expectation and management perception Gap between management perception and service-quality specifications Gap between service-quality specifications and service delivery Gap between service delivery and external communications Gap between perceived service and expected service

25 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles

26 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Best Practices Strategic Concept Top-Management Commitment High Standards Self-Service Technologies Monitoring Systems Satisfying Customer Complaints Satisfying Employees

27 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 13.7 Importance-Performance Analysis

28 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Table 13.3 Customer Importance and Performance Ratings for an Auto Dealership

29 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Developing Brand Strategies for Services Choosing Brand Elements Establishing Image Dimensions Devising Branding Strategy

30 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Customer Worries Failure frequency Downtime Out-of-pocket costs

31 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Table 13.4 Top Customer Service Providers USAA Four Seasons Hotels Cadillac Nordstrom Wegman Food Markets Edward Jones Lexus UPS Enterprise Rent-A- Car Starbucks Ritz-Carlton Amica Insurance Southwest Airlines

32 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Marketing Debate Is service marketing different from product marketing? Take a position: 1.Product and service marketing are fundamentally different. or 2. Product and service marketing are highly related.

33 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Marketing Discussion Colleges and universities can be classified as service organizations. How can you apply the marketing principles developed in this chapter to your school? Do you have any advice as to how it could become a better service marketer?


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