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13
Designing and
Managing Services
Categories of Service Mix

Pure
Pure tangible
tangible good
good

Good
Good w/
w/ accompanying
accompanying services
services

Hybrid
Hybrid

Service
Service w/
w/ accompanying
accompanying goods
goods

Pure
Pure service
service
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 Distinctive Characteristics
of Services

Intangibility

Inseparability

Variability

Perishability
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Physical Evidence and Presentation

Place

People

Equipment

Communication material

Symbols

Price
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 How to Increase Quality Control

Invest in good hiring and

training procedures
Standardize the
service-performance process

Monitor customer satisfaction

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 Figure 13.5 Three Types of Marketing
in Service Industries

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 Best Practices
 Strategic Concept
 Top-Management
Commitment
 High Standards
 Self-Service
Technologies
 Monitoring Systems
 Satisfying Customer
Complaints
 Satisfying
Employees

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 Figure 13.4 Types of Marketing in
Service Industries

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 Improving Service Quality
 Listening  Surprising customers
 Reliability  Fair play
 Basic service  Teamwork
 Service design  Employee research
 Recovery  Servant leadership

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-9

 Determinants of Service Quality
 Reliability
 Responsiveness
 Assurance
 Empathy
 Tangibles

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