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TRANSCRIPT
Maria Agnes FuloAteneo Graduate School of Business
May 2010
Designing And Managing
Services
1)Define service and identify categories of
service mix 2) Identify distinctive Characteristic of
Services 3) How can we market service? 4) Improve Service Quality?
Objectives
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 up to a physical product.
1) Define Service
Pure Tangible good
Tangible good with accompanying services
Hybrid
Major Services with accompanying goods and services
Pure Service
1)Identify categories of service mix
Intangibility◦ Services cannot be seen, tasted, felt, heard or
smelled before they are bought.
2)Distinctive Characteristics of Services
Inseperability - Provider – client interaction
- services are produced and consumed simultaneously
2) Distinctive Characteristic of Services
Variability -It will depend who, when, where or to whom
service is provided -firms offer service guarantees
2)Distinctive Characteristics of Services
Perishability Services cannot be stored for later sale or
use Right services available to right customer,
time and price.
2) Distinctive Characteristics of Services
3)Market Service
Holistic MarketingHolistic Care of a Patient
Psychological
SpiritualEmotional
company
Customer
Employees
Interact active marketing
Inte
rnal
m
arke
ting
Ext
erna
l
mar
keting
©2000 Prentice Hall
Service-Quality ModelService-Quality Model
Expected service
Management perceptionsof consumer expectations
Mar
kete
rC
on
sum
er
Gap 1Service delivery (including
pre- and post-contacts)
Gap 3Translation of perceptions
to service-quality specifications
Gap 2
Gap 5Perceived service
Externalcommuni-cations to
consumersGap 4
Personal needs Past experienceWord-of-mouth
communications
4) Service Quality
Reliability Perform the promise service accurately
Assurance-ability to convey trust and confidence
Determinants of Service Quality
4) Service Quality
Empathy Individualizing attention to customer
Determinants of service of Quality
TangiblesPhysical facilities, equipment, personnel
4) Service Quality
Determinants of service of Quality
ResponsivenessWillingness to help customer and prompt service
1)Strategic Concept-Have a clear targeted customers and
their needs. 2)Top-Management Commitment
-Committed to quality service (Quality, Service, Cleanliness, and Value)
3) High-Standards -3 levels to differentiate better and
faster system * Reliability, *Resilience, *Innovativeness
Service-Quality Management
4)Self- Service Technologies-Can make service transaction more
accurate, convenient and faster. 5)Satisfying Customer Complaints
-Advocate the interest and image of the firm to consumer and critical in handling complaints.
6)Monitoring System-Audit service performance both the
company and its competitors.
Service-Quality Management
7) Satisfying employees as well as customers.
- Positive employee attitudes will promote customer loyalty
and strong customer orientation in employees will also
increase their job satisfaction and commitment.
Service-Quality Management
Maria Agnes FuloAteneo Graduate School of Business
May 2010
Designing And Managing
Services