Marketing service management

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Presentation transcript:

Marketing service management Market demand and forecasting Marketing service management Interactions, networks and service process

To investigate the relationship between networks and service delivery. To appraise how service provision can be enhanced by studying inactions and networks. Aims

Interactions, networks and service process Service interactions =the point of test. Associated with delivery. Customer / client interactions. Delivery of product.

Interactions, networks and service process Porter, M. (1985) Competitive advantage: creating and. sustaining superior performance. London. Free Press.

Interactions Service interactions can be enhanced by managing expectations. The notion of over delivering. The notion of under estimating time lags. Developing the personal touch. Bad customer interactions are shared.

www.marketing charts.com

Networks

Networks A collection of components that interlink. In this scenario we are talking about service networks. How often do we give bad service due to a problem within a network. Overworked staff giving poor customer care. Can you think of any examples of where networks have hindered or facilitated service delivery.

Service process Intangible. Subjective. Influenced by time. Influenced by human resources. Influenced by customer perceptions. Johnston, R. and Clark, G. (2005), Service Operations Management, Harlow: Financial Times/Prentice Hall.

Activity Interaction, networks and service process (theoretically review). . How reflective is this model of the customer / client interaction. . How does society, infrastructure and competitors impact upon service delivery / process. Gummesson, E. (2002), Total Relationship Marketing, (2nd edition), Oxford: Butterworth- Heinemann.

Related texts Berry, L.L. (1995), Relationship marketing of services - growing interest, emerging perspectives, Journal of the Academy of Marketing Science, Vol. 23 No.4, pp.236-45. Buzzell, R.D., Gale, B.T. (1987), The PIMS Principles: Linking Strategy to Performance, The Free Press, New York. Grönroos, C. (1990), Service Management and Marketing, Lexington Books, Lexington, MA. Gummesson, E. (1998) Productivity, quality and relationship marketing in service operations. International Journal of Contemporary Hospitality Management, Vol. 10 Iss: 1, pp.4 – 15. Gummesson, E. (2006), Many-to-many marketing as grand theory: A Nordic School Contribution. In: Lusch, R. F. and Vargo, S. L. (eds.), Toward a Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, New York: M.E. Sharpe, pp. 339-353. Vargo, S.L. and Lusch, R.F. (2004b), “The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model”, Journal of Service Research, 6, pp. 324-35. Zeithaml, V.A., Bitner, M.J. and Gremler, D.G. (2005), Services Marketing, (2nd edition), Boston, MA: McGraw-Hill/Irwin.

An interesting article. Gummesson, E. (2007). Exit services marketing - enter service marketing. Journal of consumer behaviour, Vol. 6, No. 2, pp. 113-141. Cut n paste the address below into your web viewer. http://docserver.ingentaconnect.com/deliver/connect/westburn/14753928/v6n2/s2.pdf?expires=1366375473&id=73850879&titleid=6583&accname=University+of+Salford&checksum=3FE16ADD112CCCFBD6904D564FB72A91