![Page 1: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/1.jpg)
1www.SimpsonScarborough.com
Marketing Colleges and Universities from
a Services Perspective
CASE VI
Presented byTom Hayes Ph.D.
![Page 2: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/2.jpg)
2www.SimpsonScarborough.com
Three Thoughts
• You can fight change, invest in change or create change
• We are in the business of “recruiting successful alumni”
• We are providing a “total educational experience”
![Page 3: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/3.jpg)
3www.SimpsonScarborough.com
Changes in the Service Sector
1) Shift in the Base of World Economies
2) Your customer's Expectations Are Shifted by Forces Outside Your Industry
3) Technology, Technology, Technology!
![Page 4: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/4.jpg)
4www.SimpsonScarborough.com
Seven P’s of Service
Product• Quality• Features• Options• Style• Brand
• Packaging• Services• Warranties
Traditional four P’s of Marketing
• Payment Period• Value Proposition
Price• List Price• Discounts
![Page 5: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/5.jpg)
5www.SimpsonScarborough.com
Place• Channels• Coverage• Location
Promotion• Advertising• Personal Selling
• Sales Promotion• Publicity• Direct Marketing
Seven P’s of Service
![Page 6: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/6.jpg)
6www.SimpsonScarborough.com
Physical Evidence• Arrangements of objects• Materials used• Shapes/lines• Lighting/shadows
• Training and rewarding systems
3 more P’s
Process Design• Policies & Procedures• Delivery cycle time
Participant• Service Provider• Customer being serviced
• Color• Temperature• Noise
• Other employees and customers
Seven P’s of Service
![Page 7: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/7.jpg)
7www.SimpsonScarborough.com
“There are no such things as service industries. There are only industries whose service
components are greater or less than those of other industries. Everybody is in service.”
Theodore Leavitt
“If you are not servicing the customer, you had better be servicing someone who is.”
Albrecht & Zemke
![Page 8: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/8.jpg)
8www.SimpsonScarborough.com
Differences Between Services and Packaged Goods
• Intangibility
• Inseparability
• Variability
• Perishability
• Trust is a key component
• The customer participates in the process
![Page 9: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/9.jpg)
9www.SimpsonScarborough.com
In the next decade customer satisfaction will surpass profits as the
key performance measures.
(Study by Korn/Ferry International)
![Page 10: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/10.jpg)
10www.SimpsonScarborough.com
Performance–Attitude–Behavior Model
Service orproductcontact
Asexpected
Satisfied Vulnerable
Much better than
expected
“Delighted” Loyal
Worsethan
expectedDissatisfied Exit
Existingcustomerattitudes
![Page 11: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/11.jpg)
11www.SimpsonScarborough.com
Zone
of
Tolerance
Desired Service
Adequate Service
It is all about expectations!
Source: Zeithaml & Bihner, 1996
![Page 12: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/12.jpg)
12www.SimpsonScarborough.com
What Creates Expectations
• What you tell them• What you imply• Personal needs• A sense of urgency• What others demand of them• Word of mouth• Options• Past experience
![Page 13: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/13.jpg)
13www.SimpsonScarborough.com
Other’s Definition
Quality = Zero Defects– Deming
Conformance to specifications– Crosby
“Attention to detail and exceeding customer expectations”– Disney
![Page 14: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/14.jpg)
14www.SimpsonScarborough.com
The Customer’s Definition– Berry et al
• Reliability– Consistency– Dependability– Honor your promises
• Responsiveness– Willingness/readiness of employees to provide service– Timeliness of service
![Page 15: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/15.jpg)
15www.SimpsonScarborough.com
• Competence– Possession required skills and knowledge– Of contact personnel– Of operational support personnel– Research capability of firm
• Access– Approachability and ease of contact
![Page 16: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/16.jpg)
16www.SimpsonScarborough.com
• Courtesy– Politeness– Respect– Consideration– Friendliness
• Communication– Keeping customers informed in language they understand– Listening to customers
![Page 17: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/17.jpg)
17www.SimpsonScarborough.com
• Credibility– Trustworthiness– Believability– Honesty
• Security– Freedom from danger, risk or doubt– Physical safety– Financial– Confidentiality
![Page 18: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/18.jpg)
18www.SimpsonScarborough.com
• Understanding the Customer– The marketing concept– Specific customer requirements– Individualized attention– Recognizing the regular customer
• Tangibles– Physical evidence of service
• Facilities• Personnel• Other customers• Tools or equipment
![Page 19: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/19.jpg)
19www.SimpsonScarborough.com
Key Factors:Lack of market segmentation
Insufficient marketing researchInadequate use of marketing research
Lack of interaction between management and customersInsufficient communication between contact employees and managers
Breakdown in Service Quality
CustomerExpectations
Perceptions ofCustomer Expectations
Source of For Service Gaps: Zeithaml, Berry & Parasuraman, 1993.
GAP1
Service Gaps
![Page 20: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/20.jpg)
20www.SimpsonScarborough.com
Key Factors:Lack of customer-defined standards and
process managementAbsence of formal process for setting service quality goalsPerception of infeasibility — that customer expectations
cannot be metInadequate management commitment to service quality
Perceptions ofCustomer Expectations
Service QualityStandards
Source of For Service Gaps: Zeithaml, Berry & Parasuraman, 1993.
GAP2
Service Gaps
Breakdown in Service Quality
![Page 21: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/21.jpg)
21www.SimpsonScarborough.com
Key Factors:Role ambiguity among employees
Role conflict among employeesPoor employee - technology - job fit
Inappropriate evaluation / compensation systemlack of perceived control (contact personnel!)
Lack of teamwork
Service QualityStandards
Service Delivery
Source of For Service Gaps: Zeithaml, Berry & Parasuraman, 1993.
GAP3
Breakdown in Service Quality
Service Gaps
![Page 22: 1 Marketing Colleges and Universities from a Services Perspective CASE VI Presented by Tom Hayes Ph.D](https://reader037.vdocument.in/reader037/viewer/2022110206/56649cfe5503460f949ce15d/html5/thumbnails/22.jpg)
22www.SimpsonScarborough.com
Service Gaps
Key Factors:Inadequate management of expectations
Overpromising in advertisingOverpromising in personal selling
Inadequate communication among departments/functionsDifferences in policies and procedures across branches or units
Service Delivery
ExternalCommunications
to Customers
Source of For Service Gaps: Zeithaml, Berry & Parasuraman, 1993.
GAP4
Breakdown in Service Quality