Designing managing services
This presentation is the property of its rightful owner.
Sponsored Links
1 / 13

Designing & Managing Services PowerPoint PPT Presentation


  • 97 Views
  • Uploaded on
  • Presentation posted in: General

Designing & Managing Services. Otterbein College Winter Quarter 2000. Chapter Content. Service Definitions & Classifications How Services Differ From Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services. Pure Tangible Good. Pure Service.

Download Presentation

Designing & Managing Services

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Designing managing services

Designing & Managing Services

Otterbein CollegeWinter Quarter 2000


Chapter content

Chapter Content

  • Service Definitions & Classifications

  • How Services Differ From Goods

  • Improving Service Differentiation, Quality, & Productivity

  • Improving Customer Support Services


Categories of service mix

Pure

Tangible

Good

Pure

Service

Categories of Service Mix

Tangible

Good

w/

Services

Hybrid

Major

Service

w/ Goods


Four service characteristics

Intangibility

Services cannot

be seen, tasted,

felt, heard, or

smelled before

purchase

Inseparability

Services cannot

be separated

from their

providers

Services

Perishability

Services cannot

be stored for

later sale or use

Variability

Quality of

services depends

on who provides

them and when,

where, and how

Four Service Characteristics


Overcoming service challenges

Intangibility

Use cues to

make it tangible

Inseparability

Increase

productivity of

providers

Services

Perishability

Match supply

and demand

Variability

Standardize

service

production

& delivery

Overcoming Service Challenges


3 types of marketing in service industries

Company

Internal

marketing

External

marketing

Cleaning/

maintenance

services

Financial/

banking

services

Restaurant

industry

Customers

Employees

Interactive

marketing

3 Types of Marketing in Service Industries


Service differentiation

Offer

Delivery

Image

Service Differentiation


Service quality model

Word-of-mouth

communications

Personal needs

Past experience

Expected service

Consumer

Gap 5

Perceived service

Gap 1

Service delivery (including

pre- and post-contacts)

External

communi-

cations to

consumers

Gap 4

Gap 3

Marketer

Translation of perceptions

to service-quality specifications

Gap 2

Management perceptions

of consumer expectations

Service Quality Model


Determinants of service quality

# 1

Determinants of Service Quality

  • Reliability

  • Responsiveness

  • Assurance

  • Empathy

  • Tangibles


Keys to service excellence

Keys to Service Excellence

  • Strategic Concept

  • Top-Management Commitment

  • High Standards

  • Monitoring Systems

  • Satisfying Customer Complaints

  • Satisfying Employees & Customers

  • Managing Productivity


Importance performance analysis

Extremely important

A. Concentrate here

B. Keep up the good work

1

2

3

4

5

6

7

8

9

10

Fair performance

Excellent performance

11

12

13

C. Low priority

D. Possible overkill

# = Attributes

Slightly important

Importance-Performance Analysis

14


Complaint resolution

Complaint Resolution

  • Hiring Criteria & Training for Employees

  • Develop Guidelines for Fairness

  • Remove Complaint Barriers

  • Analyze Types & Sources of Complaints


Designing managing services

Next...

Designing Pricing Strategies & Programs


  • Login