Objectives
Objectives
Objectives
Objectives
Service Definitions & ClassificationsService Definitions & Classifications How Services Differ GoodsHow Services Differ Goods
Improving Service Differentiation, Improving Service Differentiation, Quality, & Productivity
Quality, & Productivity
Pure Pure Service Service
Categories of Service Mix
Categories of Service Mix
Categories of Service Mix
Categories of Service Mix
Tangible Tangible
Good Good
w/ w/
Services Services
Major Major Service Service w/ Goods w/ Goods Hybrid
Hybrid Pure
Pure Tangible Tangible
Services Services Inseparability Services cannot be separated from their providers Inseparability Services cannot be separated from their providers Perishability Services cannot
be stored for later sale or use
Perishability Services cannot
be stored for later sale or use Intangibility
Services cannot be seen, tasted,
felt, heard, or smelled before
purchase Intangibility Services cannot
be seen, tasted, felt, heard, or smelled before
purchase
Variability Quality of
services depends on who provides
them and when, where, and how
Variability Quality of
services depends on who provides
Services Services
Inseparability Increase
productivity of providers Inseparability
Increase
productivity of providers
Perishability Match supply
and demand Perishability Match supply
and demand Intangibility
Use cues to make it tangible
Intangibility Use cues to make it tangible
Variability Standardize
service production
& delivery Variability Standardize
service production
Three Types of Marketing
Three Types of Marketing
in Service Industries
in Service Industries
Three Types of Marketing
Three Types of Marketing
in Service Industries
in Service Industries
Internal marketing
Company
Company
Customers
Customers
External marketing
Employees
Employees Interactive
marketing
Cleaning/ maintenance
services
Financial/ banking
Service Differentiation
Service Differentiation
Service Differentiation
Service Differentiation
Offer
Delivery
Service-Quality Model
Service-Quality Model
Service-Quality Model
Service-Quality Model
Expected service
Management perceptions of consumer expectations
M ar k et e r M ar k et e r C o n s u m er C o n s u m er Gap 1
Service delivery (including pre- and post-contacts) Gap 3
Translation of perceptions to service-quality specifications Gap 2 Gap 5 Perceived service External communi-cations to consumers Gap 4
Personal needs Past experience Word-of-mouth
Determinants of Service
Determinants of Service
Quality
Quality
Determinants of Service
Determinants of Service
Quality
Quality
ReliabilityReliability
ResponsivenessResponsiveness
AssuranceAssurance
EmpathyEmpathy
Service
Service
Excellence
Excellence
Service
Service
Excellence
Excellence
Strategic ConceptStrategic Concept
Top-Management CommitmentTop-Management Commitment High StandardsHigh Standards
Monitoring SystemsMonitoring Systems
Satisfying Customer ComplaintsSatisfying Customer Complaints
A. Concentrate here B. Keep up the good work
D. Possible overkill C. Low priority
Importance-Performance
Importance-Performance
Analysis
Analysis
Importance-Performance
Importance-Performance
Analysis
Analysis
Extremely important E xc el le n t p er fo rm an ce F ai r p er fo rm ance 1 2
9
11
13 12 14
3 4 5 67
8 10
Complaint Resolution
Complaint Resolution
Complaint Resolution
Complaint Resolution
Hiring Criteria & Training for EmployeesHiring Criteria & Training for Employees Develop Guidelines for FairnessDevelop Guidelines for Fairness
Remove Complaint BarriersRemove Complaint Barriers
Review
Review
Review
Review
Service Definitions & ClassificationsService Definitions & Classifications How Services Differ GoodsHow Services Differ Goods
Improving Service Differentiation, Improving Service Differentiation, Quality, & Productivity
Quality, & Productivity
