Lectures "Marketing management - Chapter 13: Designing and managing services" provides students with the knowledge: The nature of services, the new services realities, achieving excellence in services marketing. Invite you to refer to the disclosures.
CHAPTER 13 DESIGNING AND MANAGING SERVICES Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vn Chapter Questions 1.How we define and classify services, and how they differ from goods? 2.What are the new services realities? 3.How can we achieve excellence in services marketing? 4.How can we improve service quality? 5.How can goods marketers improve customer-support services? Main Contents The Nature of Services The New Services Realities Achieving Excellence in Services Marketing © Nguyễn Tiến Dũng The Nature of Services ● 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 Service Sectors ● Government ● Private nonprofit ● Business ● Manufacturing ● Retail Categories of Service Mix ● Pure tangible good ● Good with accompanying services ● Hybrid ● Service with accompany goods ● Pure service Service Distinctions ● Equipment-based or people-based ● Service processes ● Client’s presence required or not ● Personal needs or business needs ● Objectives and ownership Distinctive Characteristics of Services ● Intangibility ● Inseparability ● Variability ● Perishability Continuum of Evaluation for Different Types of Products Intangibility: Physical Evidence and Presentation ● Place ● People ● Equipment ● Communication material ● Symbols ● Price Achieving Excellence in Services Marketing ● Internal marketing ● External marketing ● Interactive marketing Improving Service Quality ● Listening ● Surprising customers ● Reliability ● Fair play ● Basic service ● Teamwork ● Service design ● Employee research ● Recovery ● Servant leadership 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 Determinants of Service Quality ● SERVQUAL ● SERVPERF Best Practices ● Strategic Concept ● Top-Management Commitment ● High Standards ● Self-Service Technologies ● Monitoring Systems ● Satisfying Customer Complaints ● Satisfying Employees Importance-Performance Analysis Five Gaps of Service Quality Model Sources: A Parasuraman, Valarie A Zeithaml, and Leonard L Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing (Fall 1985), p 44 Reprinted with permission of the American Marketing Association The model is more fully discussed or elaborated in Valarie Zeithaml, Mary Jo Bitner, and Dwayne D Gremler, Services Marketing: Integrating Customer Focus across the Firm, 4th ed (New York: McGrawHill, 2006) Developing Brand Strategies for Services ● Choosing brand elements ● Establishing image dimensions ● Devising branding strategy Customer Worries ● Failure frequency ● Downtime ● Out-of-pocket costs Table 13.4 Top Customer Service Providers ● USAA ● Lexus ● Four Seasons Hotels ● UPS ● Cadillac ● Enterprise Rent-a-Car ● Nordstrom ● Starbucks ● Wegman Food Markets ● Ritz-Carlton ● Edward Jones ● Amica Insurance ● Southwest Airlines Case: Marketing Excellence ● The Ritz-Carlton, p 379 ... marketers improve customer-support services? Main Contents The Nature of Services The New Services Realities Achieving Excellence in Services Marketing © Nguyễn Tiến Dũng The Nature of Services... by Tribune Media Services 3 Achieving Excellence in Services Marketing ● Internal marketing ● External marketing ● Interactive marketing Improving Service Quality ● Listening ● Surprising customers... McGraw-Hill, 2006) Matching Demand and Supply Demand side ● Differential pricing ● Nonpeak demand ● Complementary services ● Reservation systems Supply side ● Part-time employees ● Peak-time