mkt003 l8 notes
TRANSCRIPT
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Strategies for Service Firms
Introduction to Marketing in theChinese Mainland (MKT003)
Lecture 8
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-2
Categories of Service Mix
Pure tangible goods
Goods w/ accompanying services
Hybrid
Services w/ accompanying goods
Pure services
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-3
Distinctive Characteristicsof Services
Intangibility
Inseparability
Variability
Perishability
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Three Types of Marketingin Service Industries
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Managing Service Brands
• To brand a service organization effectively,the company must differentiate its brandthrough primary and secondary service
features.• Develop appropriate brand strategies.
Effective branding programs for servicesoften employ multiple brand elements.
• They also develop brand hierarchies andportfolios, and establish image dimensions toreinforce or complement service offerings.
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Developing Brand Strategiesfor Services
Choosing
Brand Elements
Establishing
Image Dimensions
Devising
Branding Strategy
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Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
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Service-Quality Model
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Gaps that Cause UnsuccessfulService Delivery
• Gap between consumer expectation andmanagement 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
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Improving Service Quality
• Listening
• Reliability
•
Basic service• Service design
• Recovery
• Surprising customers
• Fair play
•
Teamwork• Employee research
• Servant leadership
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-11
How to Increase Quality Control
Invest in good hiring and
training procedures
Monitor customer satisfaction
Standardize the
service-performance process
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Root Causes of Customer Failure
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Solutions to Customer Failures
• Redesign processes and redefinecustomer roles to simplify serviceencounters
•
Incorporate the right technology to aidemployees and customers
• Create high-performance customers byenhancing their role clarity, motivation,
and ability
• Encourage customer citizenship wherecustomers help customers
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Managing Product Support Services
• Even product-based companies must providepostpurchase service.
• To provide the best support, a manufacturer
must identify the services customers valuemost and their relative importance.
• The service mix includes both presale
services (facilitating and value-augmentingservices) and postsale services (customerservice departments, repair and maintenanceservices).
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Top Service Practices
Top service companies excel at the followingpractices:
•Strategic concept
•
History of top-management commitment toquality
•High standards
•Self-service technologies
•Systems for monitoring service performanceand customer complaints
•Employee satisfaction
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Cases Discussion
• Marketing in China:
Customer Servicein VANKE
• Marketing in China:
Haier’s Five-StarConsumer Service
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Review Questions
1. How are services defined andclassified?
2. How are services marketed, and howcan service quality be improved?
3. How do service marketers create
strong brands?4. How can goods-producing firms
improve customer support services?