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1、13Designing and Managing Services,1,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-2,Chapter Questions,How do we define and classify services and how do they differ from goods?What are the new services realities?How can we achieve excellence in services marketing?How can we impr
2、ove service quality?How can goods marketers improve customer support services?,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-3,What is a Service?,A service is any act of performance that one party can offer another that is essentially intangible and does not result in the owner
3、ship of anything;its production may or may not be tied to a physical product.,Services are Everywhere,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-4,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-5,Categories of Service Mix,Pure tangible goodGood with acco
4、mpanying servicesHybridService with accompany goodsPure service,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-6,Service Distinctions,Equipment-based or people-basedService processesClients presence required or notPersonal needs or business needsObjectives and ownership,Figure 1
5、3.1 Continuum of Evaluation for Different Types of Products,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-7,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-8,Distinctive Characteristics of Services,Intangibility,Inseparability,Variability,Perishability,Copyr
6、ight 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-9,Physical Evidence and Presentation,PlacePeopleEquipmentCommunication materialSymbolsPrice,Table 13.1 Dimensions of Brand Experience,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-10,Inseparability,Copyright 2011 Pe
7、arson Education,Inc.Publishing as Prentice Hall 13-11,Variability,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-12,Increasing Quality Control,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-13,Perishability,Copyright 2011 Pearson Education,Inc.Publishing as
8、Prentice Hall 13-14,Matching Demand and Supply,Demand sideDifferential pricingNonpeak demandComplementary servicesReservation systems,Supply sidePart-time employeesPeak-time efficiencyIncreased consumer participationShared servicesFacilities for future expansion,Copyright 2011 Pearson Education,Inc.
9、Publishing as Prentice Hall 13-15,New Service Realities,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-16,Figure 13.3 Root Causes of Customer Failure,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-17,Copyright 2011 Pearson Education,Inc.Publishing as Prentic
10、e Hall 13-18,Solutions to Customer Failures,Redesign processes and redefine customer roles to simplify service encountersIncorporate the right technology to aid employees and customersCreate high-performance customers by enhancing their role clarity,motivation,and abilityEncourage customer citizensh
11、ip where customers help customers,Figure 13.4 Types of Marketing in Service Industries,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-19,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-20,Best Practices,Strategic ConceptTop-Management CommitmentHigh Standards
12、Self-Service TechnologiesMonitoring SystemsSatisfying Customer ComplaintsSatisfying Employees,Figure 13.5 Importance-Performance Analysis,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-21,Table 13.3 Factors Leading to Customer Switching Behavior,PricingInconvenienceCore Service
13、FailureService Encounter FailuresResponse to Service FailureCompetitionEthical ProblemsInvoluntary Switching,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-22,Improving Service Quality,ListeningReliabilityBasic serviceService designRecovery,Surprising customersFair playTeamworkE
14、mployee researchServant leadership,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-23,Figure 13.6 Service-Quality Model,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-24,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-25,Determinants of Se
15、rvice Quality,ReliabilityResponsivenessAssuranceEmpathyTangibles,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-26,Customer Worries,Failure frequency,Downtime,Out-of-Pocket Costs,For Review,How do we define and classify services and how do they differ from goods?What are the new services realities?How can we achieve excellence in services marketing?How can we improve service quality?How can goods marketers improve customer support services?,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 13-27,
