designing and managing services
DESCRIPTION
This is About the Tips on Designing and Managing Your Services, its definition, Nature of Services, Marketing Strategies and its Characteristics.TRANSCRIPT
DESIGNING AND MANAGING SERVICES
What is a service?
A service is 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 to a physical product.
Nature of Services
The Service Industry includes the following:–Government Sector–Private nonprofit Sector–Business Sector–Manufacturing Sector
“Government Sectors”
“Private nonprofit Sector”
“Business sectors”
Nature of Services
• Categories of Service Mix–Pure tangible good–Good with accompanying services–Hybrid– Service with accompany goods–Pure service
Nature of Services
CHARACTERISTICS• Intangibility
oCannot be seen, touched, tasted, heard or smelled before purchase
o Lack of trial means higher consumer needs
oConsumer rely on cues to draw quality inferences
SALON, SPA
Nature of Services
CHARACTERISTICS• Inseparability
o Services are produced and consume at the same time.
o Service providers and sometimes other customers become part of the service.
Air travel Services
Restaurant Services
Nature of Services
CHARACTERISTICS• Variability o Services providers varies with
respect to attitudes, skills, moods etc. Even the same provider may give different service on a different day.
o Quality control is critical: Hiring the right peopleStandardizing serviceMonitoring satisfaction
Nature of Services
CHARACTERISTICS• Perishability oServices cannot be
inventoried or otherwise stored.
Marketing Strategies
• People physical evidence must be considered in addition to the 4 P’s when creating external marketing plan.
• Successfully delivering the service often depends on staff being trained via internal marketing efforts.
Marketing Strategies
• Interactive marketing refers to the employees’ skill in serving the client.
• Customers judge a service by its:• Technical Quality• Functional Quality
• Search qualities, experience qualities and credence qualities are evaluated by customers.
Marketing Strategies
• Marketing Task
Managing differentiation
o Cannot differentiate on price alone.
o Innovative features.
o Delivery systemReliabilityResilienceInnovativeness
o Image and Branding
Marketing Strategies
• Marketing Task
Managing Service Quality
oThe service quality model identifies five gaps that can cause service delivery failure
oService companies that successfully address these gaps follow common practices
Marketing Strategies
• Service Delivery Failure Results from Gaps Between:
Consumer expectation and management perception
Management perception and Service-quality
specification
Service-quality specifications and service delivery
Service delivery and external communications
Perceived service and expected service
Marketing Strategies
• Well-Managed Service Firms Shared These Characteristics:
A strategic concept
Commitment from top-management
High standards
Firm and customer monitoring system
Satisfying customer complaints
Thank you!!