Bài giảng Marketing - Chương 12: Thiết kế và quản trị dịch vụ

Nội dung text: Bài giảng Marketing - Chương 12: Thiết kế và quản trị dịch vụ

1. ThiếtChapter kế và quản 12 trị dịch vụ Slide 0
2. Mục tiêu § Learn how services are defined and classified. § Understand how service firms improve their competitive differentiation, service quality, and productivity. § Identify how goods-producing companies can improve their customer support services. Slide 1
3. Nature of Services § The Service Industry includes the: – Government sector – Private nonprofit sector – Business sector – Manufacturing sector Slide 2
4. Nature of Services § Service Mix Categories: – Pure tangible good: no services – Tangible good with accompanying services – Hybrid: equal parts service and goods – Major service with accompanying minor goods and services – Pure service Slide 3
5. Nature of Services § Cannot be touched, Characteristics seen, tasted, heard, or smelled before purchase § Lack of trial means § Intangibility higher consumer risk § Inseparability § Consumers rely on cues to draw quality § Variability inferences § Marketers must try to § Perishability “tangibilize the intangible” Slide 4
6. Nature of Services Characteristics § Services are produced and consumed at the same time (air travel) § Intangibility § Service providers and sometimes other § Inseparability customers become part of the service § Variability (restaurant) § Perishability § Strong preferences for service providers exist Slide 5
7. Nature of Services Characteristics § Service providers vary with respect to attitudes, skills, mood, etc. Even § Intangibility the same provider may give different service on § Inseparability a different day. § Quality control is critical: § Variability – Hiring the right people § Perishability – Standardizing service – Monitoring satisfaction Slide 6
8. Nature of Services Characteristics § Services can not be inventoried or otherwise stored § Intangibility § Capacity / demand § Inseparability management is critical: § Variability – Demand side § Perishability strategies – Supply side strategies Slide 7
9. Nature of Services § Demand-side § Supply-side strategies strategies – Use differential – Hire part-time pricing employees – Cultivate nonpeak – Introduce peak-time demand efficiency routines – Develop – Increase consumer complementary participation services – Plan facilities for – Install reservation future expansion systems – Share services Slide 8
10. Marketing Strategies § People, physical evidence, and process must be considered in addition to the 4 “P’s” when creating external marketing plans. § Successfully delivering a service often depends on staff being trained via internal marketing efforts. Slide 9
11. Marketing Strategies § Interactive marketing refers to the employees’ skill in serving the client. § Customers judge a service by its: – Technical quality – Functional quality § Search qualities, experience qualities and credence qualities are evaluated by customers. Slide 10
12. Marketing Strategies Marketing Tasks § Can not differentiate on price alone § Managing § Innovative features differentiation § Delivery system § Managing service – Reliability quality – Resilience § Managing – Innovativeness productivity § Image and branding Slide 11
13. Marketing Strategies Marketing Tasks § The service quality model identifies five gaps that can § Managing cause service differentiation delivery failure § Managing service § Service companies quality that successfully address these gaps § Managing follow common productivity practices Slide 12
14. Marketing Strategies Service Delivery Failure Results from Gaps Between: § Consumer expectations and § Service-quality specifications management perceptions and service delivery § Management perception and § Service delivery and external service-quality specification communications § Service-quality specifications and service delivery Slide 13
15. Marketing Strategies Well-Managed Service Firms Share These Characteristics § A strategic concept § High standards § Commitment from § Firm and customer top-management monitoring systems § Satisfaction of employees and customers Slide 14
16. Marketing Strategies § Have service providers Marketing Tasks work more skillfully § Decrease service quality, § Managing increase service quantity differentiation § Industrialize the service § Reduce need for service § Managing service § Design a more effective quality service § Give customers incentives § Managing to serve themselves productivity § Use technology Slide 15
17. Managing Product Support Services § Product support services are often sources of competitive advantage § When designing service support programs, marketers must consider key customer concerns: – Failure frequency – Downtime duration – Out-of-pocket expenses Slide 16
18. Managing Product Support Services § Marketers must design appealing and competitive service offerings that will attract customers. Service offerings should include: – Facilitating services – Value-augmenting services – Optional service contracts Slide 17