Objectives

 Service Definitions & Classifications

 How Services Differ Goods
 Improving Service Differentiation,
Quality, & Productivity
 Improving Customer Support Services

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 Categories of Service Mix

Pure Tangible
Major Pure
Tangible Good
Hybrid Service Service
Good w/
w/ Goods
Services

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 Intangibility Inseparability
Services cannot Services cannot
be seen, tasted, be separated
felt, heard, or from their
smelled before providers
purchase

Services

Variability Perishability
Quality of Services cannot
services depends be stored for
on who provides later sale or use
them and when,
where, and how
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 Intangibility Inseparability
Use cues to Increase
make it tangible productivity of
providers

Services

Variability Perishability
Standardize Match supply
service and demand
production
& delivery
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 Three Types of Marketing
in Service Industries
Company

Internal External
marketing marketing

Cleaning/ Financial/
maintenance banking Restaurant
services services industry

Employees Interactive Customers

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marketing
 Service Differentiation

Offer

Delivery

Image
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 Service-Quality Model
Word-of-mouth
communications Personal needs Past experience
Consumer

Expected service

Gap 5
Perceived service

Gap 1
Service delivery (including External
pre- and post-contacts) communi-
Gap 4 cations to
Marketer

Gap 3 consumers
Translation of perceptions
to service-quality specifications
Gap 2
Management perceptions
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of consumer expectations
 Determinants of Service
Quality
 Reliability
 Responsiveness
 Assurance
 Empathy
 Tangibles

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 Service
Excellence
 Strategic Concept
 Top-Management Commitment
 High Standards
 Monitoring Systems
 Satisfying Customer Complaints
 Satisfying Both Employees &
Customers
 Managing Productivity

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 Importance-Performance
Analysis
Extremely important
A. Concentrate here B. Keep up the good work
12

Excellent performance
3
Fair performance

4 5
7 6
9 8
10

11 12
13 14
C. Low priority D. Possible overkill
# = Attributes
Slightly important
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 Complaint Resolution

 Hiring Criteria & Training for Employees

 Develop Guidelines for Fairness
 Remove Complaint Barriers
 Analyze Types & Sources of Complaints

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 Review

 Service Definitions & Classifications

 How Services Differ Goods
 Improving Service Differentiation,
Quality, & Productivity
 Improving Customer Support Services

©2000 Prentice Hall