The document discusses the importance of quality and reliability in services marketing. It argues that quality and reliability are the foundations of services marketing excellence. When services are similar, performance and customer experience become the core differentiators. Delivering high quality services that meet or exceed customer expectations is crucial to gaining competitive advantage and building customer loyalty. The key aspects of quality services discussed are reliability, responsiveness, assurance and empathy from the customer's perspective.

1. Marketing Services Winning with Quality By Arun Kottolli

6. Nature & Roles of Services Marketing Word of Mouth Communication Post-Sale Marketing Consumption Production Pre-Sale Marketing Create Awareness Induce Trail Demonstrate Benefits Build Brand Preference

9. An Integrative Framework Turning Marketing into A Line Function Identifying the right services Doing the service Right the first time Doing the service Right every time Managing & Exceeding Customer Expectations Marketing to New customers Managing Experience Branding the firm Marketing to Existing Customers Marketing to Employees Maximize market Potential Delivering Quality Service Building a Marketing Organization

12. Foundation for Services Marketing Excellence Service Reliability Service Marketing Excellence Quality Service

13. Benefits of Service Reliability Improved Service Reliability HIGHER PROFITS Higher Retention of current Customers Positive word of mouth marketing Opportunity for charging Premium Prices Reduced cost of redoing service Higher Employee Morale & Enthusiasm Lower Employee Turnover Improved Marketing Effectiveness & higher Sales Revenue Increased Productivity and Lower Costs

16. Three Pillars of service Reliability Service Leadership Service Reliability Through Service Testing Infrastructure for Error-free Service

25. Two Levels of Expectations Desired Level of Service Zone of Tolerance Adequate Service

28. Changing Expectation Levels Expectation Levels Desired Service Desired Service Adequate Service Adequate Service Tolerance Zone Tolerance Zone Outcome Dimension Process Dimension

30. Establishing Customer Franchise Ensure Promises Reflect Reality Establish Customer Franchise Communicate With Customers Capitalize on Service Recovery Place a premium On Reliability Excel in Service Delivery Manage Expectations Exceed Expectations

31. Expectation levels & Service Recovery Outcome Dimension Expectation Levels Process Dimension Outcome Dimension Process Dimension First Time Service Recovery Service Desired Service Desired Service Desired Service Desired Service Adequate Service Adequate Service Adequate Service Adequate Service = Zone of Tolerance

33. MSS, MSA & Competitive Status Customer Perceptions/Expectation levels MSS MSA Competitive Status Customer Franchise Competitive Advantage Competitive Disadvantage MSS = Negative MSA = Positive MSA = Positive MSS = Positive MSS = Negative MSA = Negative Adequate Service Perceived Service Perceived Service Perceived Service Desired Service