13 designing and managing services 1. copyright © 2009 pearson education, inc. publishing as...
TRANSCRIPT
13Designing and
Managing Services
1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-2
Categories of Service Mix
Pure tangible goodPure tangible good
Good w/ accompanying servicesGood w/ accompanying services
HybridHybrid
Service w/ accompanying goodsService w/ accompanying goods
Pure servicePure service
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Distinctive Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
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Physical Evidence and Presentation
Place
People
Equipment
Communication material
Symbols
Price
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-5
How to Increase Quality Control
Invest in good hiring and
training procedures
Monitor customer satisfaction
Standardize the
service-performance process
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-6
Figure 13.5 Three Types of Marketing in Service Industries
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-7
Best Practices Strategic Concept Top-Management
Commitment High Standards Self-Service
Technologies Monitoring Systems Satisfying Customer
Complaints Satisfying
Employees
Improving Service Quality
Listening Reliability Basic service Service design Recovery
Surprising customers Fair play Teamwork Employee research Servant leadership
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-8