chapt 13 service mgmt
TRANSCRIPT
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Designing and
Managing Services
13
Marketing Management
A South Asian Perspective, 13th
ed
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What is a Service?
A service is any act of performancethat one party can offer another that is
essentially intangible and does not
result in the ownership of anything; itsproduction may or may not be tied to a
physical product.
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Service Sectors
GovernmentPrivate
nonprofit
Business Retail
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Categories of Service Mix
Pure tangible good
Good w/ accompanying services
Hybrid
Service w/ accompanying goods
Pure service
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Service Distinctions
Equipment-based or people-based
Service processes
Clients presence required or not Personal needs or business needs
Objectives and ownership
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Continuum of Evaluation
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Distinctive Characteristicsof Services
Intangibility
Inseparability
Variability
Perishability
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Manage the Evidence; tangibilize theintangible
Place
People
Equipment
Communicationmaterial
Symbols
Price
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How to Increase Quality Control
Invest in good hiring and
training procedures
Monitor customer satisfaction
Standardize the
service-performance process
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Matching Demand and Supply
Demand side
Differential pricing
Nonpeak demand
Complementaryservices
Reservation
systems
Supply side
Part-timeemployees
Peak-time efficiency
Increased consumerparticipation
Shared services Facilities for future
expansion
t
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uepr nt orOvernight Hotel Stay
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Improving Service Quality
Listening
Reliability
Basic service
Service design
Recovery
Surprisingcustomers
Fair play
Teamwork
Employee research
Servant leadership
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Root Causesof Customer Failure
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Solutions to Customer Failures
Redesign processes and redefine customerroles to simplify service encounters
Incorporate the right technology to aid
employees and customers Create high-performance customers by
enhancing their role clarity, motivation, andability
Encourage customer citizenship wherecustomers help customers
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Three Types of Marketing inService Industries
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Factors Leading to CustomerSwitching Behavior
Pricing
Inconvenience
Core Service Failure Service Encounter Failures
Response to Service Failure
Competition Ethical Problems
Involuntary Switching
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Service-Quality Model
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Gaps That Cause UnsuccessfulService Delivery
Gap between consumer expectation andmanagement perception
Gap between management perception and
service-quality specifications Gap between service-quality specificationsand service delivery
Gap between service delivery and external
communications Gap between perceived service and
expected service
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Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
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Best Practices Strategic Concept
Top-ManagementCommitment
High Standards
Self-ServiceTechnologies
Monitoring Systems
Satisfying Customer
Complaints Satisfying
Employees
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Importance-Performance Analysis
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Customer Importance andPerformance Ratings
for an Auto Dealership
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Customer Worries
Failurefrequency
Downtime
Out-of-pocket costs