chapter 13 presentation jap
Post on 14-Jan-2017
779 Views
Preview:
TRANSCRIPT
CHAPTER 13: TOP 10 CONCEPTS
DESIGNING AND MANAGING SERVICESJustine Andrea C. ParedesAteneo School of Medicine and Public Health
1
Wednesday May 12, 2010
Outline Nature of Service
Concept 1: Intangible Acts are Everywhere Concept 2: Service Cocktail Concept 3: Service Features Concept 4: Application of Features
Marketing Service Concept 5: Provider-Customer tandem Concept 6: Holistic Marketing
2
Wednesday May 12, 2010
Outline Improving service quality
Concept 7: Filling the Gaps Concept 8: Best Practices
Creating strong brands in the service industry Concept 9: Brand Strategies
Product-Support Services Concept 10: Satisfying the Customer
Summary 3
Wednesday May 12, 2010
Concept 1:
Intangible Acts are Everywhere
4
Business
GovernmentPrivate nonprofit
Manufacturing and Retail
Wednesday May 12, 2010
Concept 1:
Intangible Acts are Everywhere Kotler: Government
Local: Eastwood
Medical: ASMPH Emergency Rooms
5
Wednesday May 12, 2010
Concept 2:
Service Cocktail
6
Wednesday May 12, 2010
1. Pure tangible good Kotler and Local: Soaps Medical: First Aid kit
2. Good with accompanying services Kotler: Cars, computers, cellphones Local: Honda Civic, Dell laptops, iPhones Medical: Diagnostic equipment
Concept 2:
Service Cocktail
7
Wednesday May 12, 2010
3. Hybrid Kotler: Restaurants Local: Wedding planner Medical: Hospitals
4. Service with accompanying goods Kotler: Airlines Local: LBC, gasoline stations Medical: Physical therapy
Concept 2:
Service Cocktail
8
Wednesday May 12, 2010
5. Pure Service Kotler: Massage Local: Helpers Medical: Healthcare professionals
Concept 3:
Service Features
9
Wednesday May 12, 2010
1. Intangibility
Physical evidence
Presentation
Kotler: Washington Mutual Local: Call centers Medical: Customer services in TMC
Concept 3:
Service Features
10
Wednesday May 12, 2010
2. Inseparability
Kotler: Blue Man Group in entertainment Local: Lawyers Medical:
Psychiatrists Family medicine doctors Pediatricians
Concept 3:
Service Features
11
Wednesday May 12, 2010
3. Variability
Kotler: General Electric and Citibank Local: Fast food chains Medical:
Bedside manners Doctor’s P-drug Individualized treatment
Concept 3:
Service Features
12
Wednesday May 12, 2010
4. Perishability
Kotler: Club Med, Disney’s Fastpass Local: Cebu Pacific promos Medical:
Medical equipment during trauma DevPed and TCM practitioners’
waiting line
Concept 4:
Application of Features
13
Wednesday May 12, 2010
o Increasing Quality Control
o Demand = Supply
o Improving Service Quality
Concept 5:
Provider-Customer Tandem
14
Wednesday May 12, 2010
Provider Failure?
Improve Customer
Relationship
Present
Customer Failure
Root Causes:•People•Technology•Process•ServicescapeFrom employees to customers
Solutions:•Redesign process, simplify roles•Incorporate right technology•Create high-performance customers•Encourage customer citizenship
Concept 6:
Holistic Marketing
15
Wednesday May 12, 2010
Kotler: Singapore Airlines
Local: Toyota Medical: TMC
Concept 7:
Filling the Gaps
16
Wednesday May 12, 2010
Service Delivery
External Communications
Concept 7:
Filling the Gaps
17
Wednesday May 12, 2010
Service-Quality Specification
ReliabilityResponsiveness
AssuranceEmpathyTangibles
Concept 8:
Best Practices
18
Wednesday May 12, 2010
Strategic Concept
Management Commitment
High Standards
Self-Service Technology
Monitoring System
Employee Satisfaction
19
Kotler: Rackspace, Hotel front desks, Gethuman.com, Paychex
Local: McDonalds/ Fast food chains
Medical: MVP and Dr. BengzonTMC standards vs QMMCCashier kiosks in TMC/St. LukesBenefits of employees
Concept 8:
Best Practices
Wednesday May 12, 2010
Concept 9:
Brand Strategy
20
Wednesday May 12, 2010
Image
Branding
Kotler: United Airlines, Comcast, Hilton Hotels Local: Greenwich, Biogesic Medical:
Hospitals, medical schools
Concept 10:
Satisfying the Customer
21
Wednesday May 12, 2010
Worries:•Failure Frequency•Downtime•Out-of-pocket Costs
Offer:•Facilitating Services•Value-augmenting Services•Service Contracts / Extended Warranties•Post-sale services (Customer and Repair & Maintenance)
Summary Nature of Service
Types, Characteristics, Applications Marketing Service
Customer failure Need for improved customer relationship Holistic marketing
Improving service quality Filling the Gaps, Best Practices
Brand Strategies Satisfying the Customer
22
Wednesday May 12, 2010
Grab the service opportunity
Market it holistically
Always aim for quality
Strategize in order to satisfy the Customer
Conclusion
23
Wednesday May 12, 2010
CHAPTER 13: TOP 10 CONCEPTS
DESIGNING AND MANAGING SERVICESJustine Andrea C. ParedesAteneo School of Medicine and Public Health
24
Wednesday May 12, 2010
top related