Designing and Managing Services Marketing Management, 13 th ed 13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-2 Chapter Questions • How do we define and classify services and how do they differ from goods? • How do we market services? • How can we improve service quality? • How do services marketers create strong brands? • How can goods marketers improve customer support services? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-3 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-4 Service Sectors • Government • Private nonprofit • Business • Manufacturing • Retail Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-5 Categories of Service Mix • Pure tangible good • Good with accompanying services • Hybrid • Service with accompany goods • Pure service Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-6 Service Distinctions • Equipment-based or people-based • Service processes • Client’s presence required or not • Personal needs or business needs • Objectives and ownership Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-7 Distinctive Characteristics of Services • Intangibility • Inseparability • Variability • Perishability Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-8 Physical Evidence and Presentation • Place • People • Equipment • Communication material • Symbols • Price Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-9 How to Increase Quality Control • Invest in good hiring and training procedures • Standardize the service-performance process • Monitor customer satisfaction Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-10 Matching Demand and Supply Demand side • Differential pricing • Nonpeak demand • Complementary services • Reservation systems Supply side • Part-time employees • Peak-time efficiency • Increased consumer participation • Shared services • Facilities for future expansion [...]... that Cause Unsuccessful Service Delivery • Gap between consumer expectation and management perception • Gap between management perception and service-quality specifications • Gap between service-quality specifications and service delivery • Gap between service delivery and external communications • Gap between perceived service and expected service Copyright © 2009 Pearson Education, Inc Publishing as... • • • Strategic Concept Top-Management Commitment High Standards Self-Service Technologies Monitoring Systems Satisfying Customer Complaints Satisfying Employees Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hal l Developing Brand Strategies for Services • Choosing brand elements • Establishing image dimensions • Devising branding strategy Copyright © 2009 Pearson Education, Inc Publishing... Pearson Education, Inc Publishing as Prentice Hal l Solutions to Customer Failures • Redesign processes and redefine customer roles to simplify service encounters • Incorporate the right technology to aid employees and customers • Create high-performance customers by enhancing their role clarity, motivation, and ability • Encourage customer citizenship where customers help customers Copyright © 2009 Pearson . Designing and Managing Services Marketing Management, 13 th ed 13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hal l 13-2 Chapter Questions • How do we define and classify. define and classify services and how do they differ from goods? • How do we market services? • How can we improve service quality? • How do services marketers create strong brands? • How can goods. Inc. Publishing as Prentice Hal l 13-10 Matching Demand and Supply Demand side • Differential pricing • Nonpeak demand • Complementary services • Reservation systems Supply side • Part-time