1. Designing And Managing Services Maria Agnes Fulo Ateneo Graduate School of Business May 2010 www.agnesfulo@blogspot.com
2. 1)Define service and identify categories of service mix 2) Identify distinctive Characteristic of Services 3) How can we market service? 4) Improve Service Quality? Objectives
3. 1) Define Service 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 up to a physical product.
5. 2)Distinctive Characteristics of Services Intangibility Services cannot be seen, tasted, felt, heard or smelled before they are bought.
6. 2) Distinctive Characteristic of Services Inseperability - Provider – client interaction - services are produced and consumed simultaneously
7. 2)Distinctive Characteristics of Services Variability -It will depend who, when, where or to whom service is provided -firms offer service guarantees
8. 2) Distinctive Characteristics of Services Perishability Services cannot be stored for later sale or use Right services available to right customer, time and price.
9. 3)Market Service company External marketing Internal marketing Employees Customer Interact active marketing Holistic Care of a Patient Holistic Marketing
10. Service-Quality Model Personal needs Word-of-mouth communications Past experience Expected service Consumer Gap 5 Perceived service Gap 1 Service delivery (including pre- and post-contacts) External communi- cations to consumers Gap 4 Gap 3 Marketer Translation of perceptions to service-quality specifications Gap 2 Management perceptions of consumer expectations
11. 4) Service Quality Determinants of Service Quality Reliability Perform the promise service accurately Assurance -ability to convey trust and confidence
12. 4) Service Quality Determinants of service of Quality Empathy Individualizing attention to customer Tangibles Physical facilities, equipment, personnel
13. 4) Service Quality Determinants of service of Quality Responsiveness Willingness to help customer and prompt service
14. Service-Quality Management 1)Strategic Concept -Have a clear targeted customers and their needs. 2)Top-Management Commitment -Committed to quality service (Quality, Service, Cleanliness, and Value) 3) High-Standards -3 levels to differentiate better and faster system * Reliability, *Resilience, *Innovativeness
15. Service-Quality Management 4)Self- Service Technologies -Can make service transaction more accurate, convenient and faster. 5)Satisfying Customer Complaints -Advocate the interest and image of the firm to consumer and critical in handling complaints. 6)Monitoring System -Audit service performance both the company and its competitors.
16. Service-Quality Management 7) Satisfying employees as well as customers. - Positive employee attitudes will promote customer loyalty and strong customer orientation in employees will also increase their job satisfaction and commitment.
17. Designing And Managing Services Maria Agnes Fulo Ateneo Graduate School of Business May 2010
Editor's Notes
INTERNAL MARKETING-TRAINING AND MOTIVATING EMPLOYEES TO SERVE CUSTOMER WELLEXTERNAL MARKETING-DESCRIBES THE NORMAL WORK OF PREPARING,DISTRIBUTING, AND PROMOTING SERVICE TO CUSTOMERINTERACTIVE MARKETING-EMPLPYEES SKILL IN SERVING THE CLIENT
Gap1-mgt does not correctly perceive what customer wantsGap2-mgt may correctly perceive what customer wants but there is no standard set.Gap3-this may due to conflicting standard, such as taking time to listen to customer and serving themGap4-client expectation not met by what the company advertiseGap5-client may misperceive the service quality..
