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Click to edit Master title style,Click to edit Master text styles,Second Level,Third Level,Fourth Level,Fifth Level,*,2000,Prentice Hall,Chapter 14,Designing and,Managing Services,1,Objectives,Service Definitions & Classifications,How Services Differ Goods,Improving Service Differentiation, Quality, & Productivity,Improving Customer Support Services,2,Categories of Service Mix,Pure,Service,Tangible,Good,w/,Services,Major,Service,w/ Goods,Hybrid,Pure,Tangible,Good,3,Services,Inseparability,Services cannot,be separated,from their,providers,Perishability,Services cannot,be stored for,later sale or use,Intangibility,Services cannot,be seen, tasted,felt, heard, or,smelled before,purchase,Variability,Quality of,services depends,on who provides,them and when,where, and how,Four Service Characteristics,4,Services,Inseparability,Increase,productivity of,providers,Perishability,Match supply,and demand,Intangibility,Use cues to,make it tangible,Variability,Standardize,service,production,& delivery,Overcoming Service Challenges,5,Three Types of Marketingin Service Industries,Internal,marketing,Company,Customers,External,marketing,Employees,Interactive,marketing,Cleaning/,maintenance,services,Financial/,banking,services,Restaurant,industry,6,Service Differentiation,Offer,Delivery,Image,7,Service-Quality Model,Expected service,Management perceptions,of consumer expectations,Marketer,Consumer,Gap 1,Service delivery (including,pre- and post-contacts),Gap 3,Translation of perceptions,to service-quality specifications,Gap 2,Gap 5,Perceived service,External,communi-,cations to,consumers,Gap 4,Personal needs,Past experience,Word-of-mouth,communications,8,Determinants of Service Quality,Reliability,Responsiveness,Assurance,Empathy,Tangibles,9,ServiceExcellence,Strategic Concept,Top-Management Commitment,High Standards,Monitoring Systems,Satisfying Customer Complaints,Satisfying Both Employees & Customers,Managing Productivity,10,Importance-Performance Analysis,A. Concentrate here,B. Keep up the good work,D. Possible overkill,C. Low priority,Extremely important,Slightly important,Excellent performance,Fair performance,1,2,9,11,13,12,14,3,4,5,6,7,8,10,# =,Attributes,11,Complaint Resolution,Hiring Criteria & Training for Employees,Develop Guidelines for Fairness,Remove Complaint Barriers,Analyze Types & Sources of Complaints,12,
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