designing and managing services
DESCRIPTION
TRANSCRIPT
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DEBORAH L. TAGGUEG
ATENEO GRADUATE SCHOOL OF BUSINESS
May 10, 2013
Ch 13 Designing and Managing
Services
Marketing Concepts
Outline:
Services…
1. Are Everywhere (where?)
2. Have Distinctive Characteristics
Well Designed and Managed Services…
3. Increase Quality Control (how?)
4. Resolve to Customer failures
5. Possess Service Quality Attributes
6. Develop Brand Strategies
Remember this! Steps in cooking pancakes
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6 Essential Concepts
Concept 1:
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Service Industries are
Everywhere
Government
Concept 1:
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Service Industries are
Everywhere
Government
Private Non-profit
Concept 1:
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Service Industries are
Everywhere
Government
Private Non-profit
Retail
Concept 1:
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Service Industries are
Everywhere
Manufacturing
Private Non-profit
Retail
Government
Concept 1:
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Service Industries are
Everywhere
Manufacturing
Private Non-profit
Retail
Government
Business
Concept 1:
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Service Industries are
Everywhere
Manufacturing
Private Non-profit
Retail
Government
Business
Example of Concept 1:
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Alabang
Trinoma The FortGreenbelt
Rockwell Eastwood
Branches:
The SPA Wellness is a business entity that
services to anyone who came from anywhere
Concept 2:
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Services have Distinctive
Characteristics
Intangibility
Variability
Perishability
Inseparability
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Intangible
customer service
Prices VARY depending
on the service and
accommodation
Example of Concept 2:
has distinctive characteristics of
services
Perishable services
that can’t be stored
Inseparable
skills of therapists
Concept 3:
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3 Steps to Increase Quality Control
2. STANDardize the
Service-Performance Process
1. Invest in Good Hiring and
TRAINing Procedures
3. Monitor Customer Satisfaction
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Standard Process
Highly-trained people
Encourage valuable feedback
Example of Concept 3:
maintains Quality Control by having...
Concept 4:
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Redesign process and redefine customer roles
Incorporate the right technology
Encourage customer citizenship
Solutions to Customer Failures
Create high-performance customers
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Ring
Customers help customers
Example of Concept 4:
No valuables
M.D.
The rule of twelveWaiting game
Quiet
Cancellation
Clock courtesy
resolves to Customer Failures
Concept 5:
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Service Quality Attributes
Reliability
(real EYE ability)
EmpPAThy
Assurance
Responsiveness
ibles
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Non invasive
Example of Concept 5:
serves with Quality
World-class facilities
Certified Dermatologist
http://www.thespa.com.ph/contact-us/
Concept 6:
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Develop Brand Strategies for
Services
Establish Image Dimensions
Choose Brand Elements
Devise Branding Strategies
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Premium pampering
3 brands under its belt
Example of Concept 6:
Brand Strategies
Super brand status
= Logo Image =
= Brand portfolio
Concept 3:
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REMEMBER THIS!
3 Steps to Increase Quality Control
in Services
1. Invest in Recruitment and Training
2. Standardize Service-Performance
Process
3. Monitor Customer Satisfaction
Concept 3: Increase Quality Control
Remember This!
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When you want to cook beautiful and
yummy pancakes, you have to do 3 steps..
Concept 3: Increase Quality Control
Remember This!
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1. Take time to read and search for the
right ingredients and procedures.
Invest Time
& money
Concept 3: Increase Quality Control
Remember This!
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2. Follow measurements accordingly
Follow
standard
process
Concept 3: Increase Quality Control
Remember This!
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2. Taste! and check if your child likes it.
Check
satisfaction
Outline:
Services…
1. Are Everywhere (where?)
2. Have Distinctive Characteristics
Well Designed and Managed Services…
3. Increase Quality Control (how?)
4. Resolve to Customer failures
5. Possess Service Quality Attributes
6. Develop Brand Strategies
Remember this! Steps in cooking pancakes
www.deborahtaggueg.blogspot.com
6 Essential Concepts
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DEBORAH L. TAGGUEG
ATENEO GRADUATE SCHOOL OF BUSINESS
May 10, 2013
Ch 13 Designing and Managing
Services
Marketing Concepts