Professional Documents
Culture Documents
11-2
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
ownership of anything; its production may or
may not be tied to a physical product.
11-3
Services are Everywhere
Government
Private non-profit
Business
Retail
Manufacturing
11-4
Categories of Service Mix
Pure
Pure tangible
tangible good
good
Good
Good with
with accompanying
accompanying
services
services
Hybrid
Hybrid
Service
Service with
with accompanying
accompanying
goods
goods
Pure
Pure service
service
11-5
Service Distinctions
Equipment-based or people-based
Service processes
Client’s presence required or not
Personal needs or business needs
Objectives and ownership
11-6
Continuum of Evaluation for
Different Types of Products
11-7
Distinctive Characteristics
of Services
Intangibility
Inseparability
Variability
Perishability
11-8
Physical Evidence and Presentation
Place
People
Equipment
Communication material
Symbols
Price
11-9
How to Increase Quality Control
Standardize the
service-performance process
11-10
Increasing Quality Control:
An Overnight Hotel Stay
11-11
Matching Demand and Supply
services participation
Reservation systems Shared services
11-12
Dimensions of Brand Experience
11-13
Root Causes of Customer Failure
11-14
Solutions to Customer Failures
11-15
Holistic Marketing for Services
11-16
Factors Leading to Customer
Switching Behavior
Pricing
Inconvenience
Core Service Failure
Service Encounter Failures
Response to Service Failure
Competition
Ethical Problems
Involuntary Switching
11-17
New Service Realities
11-18
Gaps that Cause Unsuccessful
Service Delivery
Gap between consumer expectation and
management perception
Gap between management perception and
service-quality specifications
Gap between service-quality specifications
and service delivery
Gap between service delivery and external
communications
Gap between perceived service and
expected service
11-19
Service-Quality Model
11-20
Best Practices
Strategic Concept
Top-Management
Commitment
High Standards
Self-Service
Technologies
Monitoring Systems
Satisfying Customer
Complaints
Satisfying Employees
11-21
Managing Service Brands:
Differentiating Services
Offering more than the primary service
package
Add secondary features to the primary
service package
Leverage human interaction by training and
empowering employees to engage the
consumer
Offering a very wide assortment of services
including cross-selling efforts
11-22
Developing Brand Strategies
for Services
Choosing
Brand Elements
Establishing Image
Dimensions
Devising Branding
Strategy
11-23
Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
11-24
Importance-Performance Analysis
11-25
Improving Service Quality
11-26
Customer Worries
Reliability and
Failure frequency
Downtime duration
Out-of-pocket costs
11-27