设计和管理服务

1、Chapter 14Designing andMarketing ManagementTenth Edition1ObjectivesService Definitions & ClassificationsHow Services Differ GoodsImproving Service Differentiation, Quality, & ProductivityImproving Customer Support Services2PureServiceCategories of Service MixTangibleGoodw/ServicesMajorServicew/ Good

2、sHybridPureTangibleGood3ServicesInseparabilityServices cannotbe separatedfrom theirprovidersPerishabilityServices cannotbe stored forlater sale or useIntangibilityServices cannotbe seen, tasted,felt, heard, orsmelled beforepurchaseVariabilityQuality ofservices dependson who providesthem and when,whe

3、re, and howFour Service Characteristics4ServicesInseparabilityIncreaseproductivity ofprovidersPerishabilityMatch supplyand demandIntangibilityUse cues tomake it tangibleVariabilityStandardizeserviceproduction& deliveryOvercoming Service Challenges5Three Types of Marketingin Service IndustriesInterna

4、lmarketingCompanyCustomersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustry6Service DifferentiationOfferDeliveryImage7Service-Quality ModelExpected serviceManagement perceptionsof consumer expectationsMarketerConsumerGap 1Service de

5、livery (includingpre- and post-contacts)Gap 3Translation of perceptionsto service-quality specificationsGap 2Gap 5Perceived serviceExternalcommuni-cations toconsumersGap 4Personal needsPast experienceWord-of-mouthcommunications8Determinants of Service QualityReliabilityResponsivenessAssuranceEmpathy

6、Tangibles9ServiceExcellenceStrategic ConceptTop-Management CommitmentHigh StandardsMonitoring SystemsSatisfying Customer ComplaintsSatisfying Both Employees & CustomersManaging Productivity10A. Concentrate hereB. Keep up the good workD. Possible overkillC. Low priorityImportance-Performance Analysis

7、Extremely importantSlightly importantExcellent performanceFair performance1291113121434567810# = Attributes11Complaint ResolutionHiring Criteria & Training for EmployeesDevelop Guidelines for FairnessRemove Complaint BarriersAnalyze Types & Sources of Complaints12ReviewService Definitions & ClassificationsHow Servi