service management mgm 4204 dr mass hareeza ali department of marketing & management faculty of...
DESCRIPTION
Goods Vs Services Marketing Intangibility – service are performance or actions; cannot be seen, felt, tasted, or touched Intangibility – service are performance or actions; cannot be seen, felt, tasted, or touched - advertising and promotional material Heterogeneity – no two services will be precisely alike; each will have unique demands or experience Heterogeneity – no two services will be precisely alike; each will have unique demands or experienceTRANSCRIPT
SERVICE MANAGEMENTSERVICE MANAGEMENTMGM 4204MGM 4204
Dr Mass Hareeza AliDr Mass Hareeza AliDepartment of Marketing & ManagementDepartment of Marketing & Management
Faculty of Economics & ManagementFaculty of Economics & ManagementUniversiti Putra MalaysiaUniversiti Putra [email protected]@econ.upm.edu.my
Def. ServiceDef. Service
Services are deeds, Services are deeds, processes, and performancesprocesses, and performances Services & technologyServices & technologyCustomers & employees Customers & employees (support in making more (support in making more effective and efficient in effective and efficient in delivering service)delivering service)
Goods Vs Services MarketingGoods Vs Services Marketing
Intangibility – service are Intangibility – service are performance or actions; cannot be performance or actions; cannot be seen, felt, tasted, or touchedseen, felt, tasted, or touched- advertising and promotional - advertising and promotional materialmaterial
Heterogeneity – no two services will Heterogeneity – no two services will be precisely alike; each will have be precisely alike; each will have unique demands or experienceunique demands or experience
Simultaneous Production and ConsumptionSimultaneous Production and Consumption
Most services are sold first and then Most services are sold first and then produced and consumed produced and consumed simultaneously; goods are produced simultaneously; goods are produced first, then sold and consumed.first, then sold and consumed.
Customer: Affect each others’ Customer: Affect each others’ experiencesexperiences
Continue…Continue…
• Perishability – service cannot be saved, Perishability – service cannot be saved, stored, resold, or returnedstored, resold, or returned- must be creative; eg hair cut- must be creative; eg hair cut
Service Marketing MixService Marketing Mix
Traditional Marketing Mix: 4 p’s- Traditional Marketing Mix: 4 p’s- product, price, placeproduct, price, place, and , and promotionpromotion..
Expanded Mix: Additional 4 p’s – Expanded Mix: Additional 4 p’s – includes people, physical evidence includes people, physical evidence and process.and process.
Staying focused on CustomerStaying focused on Customer
Gaps Model of Service QualityGaps Model of Service Quality The customer Gap: Expected service The customer Gap: Expected service
– perceived service– perceived service Stages in Consumer decision making Stages in Consumer decision making
and evaluation of services:and evaluation of services:* Need recognition – information * Need recognition – information search –evaluation of alternatives – search –evaluation of alternatives – purchase & consumption – purchase & consumption – postpurchase evaluationpostpurchase evaluation
The role of Culture in ServicesThe role of Culture in Services
Effects on the ways customers evaluate Effects on the ways customers evaluate and use servicesand use services
Influences how companies and their Influences how companies and their service employees interact with customersservice employees interact with customers
Major area: language (verbal vs Major area: language (verbal vs nonverbal), values and attitudes, manners, nonverbal), values and attitudes, manners, material culture, aesthetics (culture ideas material culture, aesthetics (culture ideas abt beauty & good taste), educational & abt beauty & good taste), educational & social institutionssocial institutions
Customer ExpectationsCustomer Expectations
Desired service: the level of service Desired service: the level of service the customer hope to receivethe customer hope to receive
Adequate service: the level of service Adequate service: the level of service the customer will acceptthe customer will accept
Factors influence customer expectations of Factors influence customer expectations of serviceservice
Sources of desired service expectations: Sources of desired service expectations: personal needs, derived service personal needs, derived service expectations, personal service philosophyexpectations, personal service philosophy
Sources of adequate service expectations; Sources of adequate service expectations; transitory service intensifiers, perceived transitory service intensifiers, perceived service alternatives, self-perceived service service alternatives, self-perceived service role and situational factors, predicted role and situational factors, predicted serviceservice
Internal/external factors influence desired Internal/external factors influence desired service & predicted service expectationsservice & predicted service expectations
Explicit service promises: personal Explicit service promises: personal (eg salespeople)/nonpersonal (eg (eg salespeople)/nonpersonal (eg advertising, brochures) statementsadvertising, brochures) statements
Implicit service promises: quality Implicit service promises: quality cues-prices and tangibles associated cues-prices and tangibles associated with servicewith service
Word of mouthWord of mouth Past experiencePast experience
What determines Customer satisfactionWhat determines Customer satisfaction
Product and service featuresProduct and service features Consumer emotionsConsumer emotions Attributions for service success or Attributions for service success or
failurefailure Perceptions of equity or fairnessPerceptions of equity or fairness Other consumers, family members Other consumers, family members
and coworkersand coworkers
Service quality dimensionsService quality dimensions Reliability: accurate and dependablyReliability: accurate and dependably Responsiveness: prompt serviceResponsiveness: prompt service Assurance: trust and confidentAssurance: trust and confident Empathy: caring, attention to Empathy: caring, attention to
customerscustomers Tangibles: appearance of physical Tangibles: appearance of physical
facilities, equipment, writing materialfacilities, equipment, writing material
Types of service encountersTypes of service encounters Remote encounters: ATMRemote encounters: ATM Phone encounters: Insurance Comp.Phone encounters: Insurance Comp. Face to face encounters: theme Face to face encounters: theme
parksparks
Service research programService research program
Qualitative and quantitative research Qualitative and quantitative research Both perception and expectations of Both perception and expectations of
customerscustomers Balances the cost of research and the Balances the cost of research and the
value of informationvalue of information Statistical validity when necessaryStatistical validity when necessary Measures priorities or importanceMeasures priorities or importance Appropriate frequencyAppropriate frequency Loyalty or behavioral intentionsLoyalty or behavioral intentions
SERVQUAL SurveySERVQUAL Survey
Relationship surveys: customers with Relationship surveys: customers with the company including service, the company including service, product, and price.product, and price.
AssignmentAssignment Meeting datelineMeeting dateline
Take home quizTake home quiz