Copyright © 2010 by John Wiley & Sons, Inc. All Rights Reserved.

Slides:



Advertisements
Similar presentations
Chapter 2: Service Characteristics of Hospitality and Tourism Marketing Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc. Philip.
Advertisements

The Supervisor as Manager
Copyright © 2011 by John Wiley & Sons, Inc. All Rights Reserved Agenda Review chapter thirteen Chapter quiz Discussion of quiz Opening activity Chapter.
Influencing Consumer Behaviors Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 10.
Managing in the Global Environment
Strategic Planning and the Marketing Management Process
Developing Marketing Strategies and Plans
2-1 MARKETING MANAGEMENT Developing Marketing Strategies and Plans.
Managerial Economics and Organizational Architecture, 5e Chapter 11: Organizational Architecture McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill.
2-1 MARKETING MANAGEMENT Canadian Twelfth Edition Developing Marketing Strategies and Plans.
Copyright © 2003 Prentice-Hall, Inc Chapter 15 Designing and Managing Services by PowerPoint by Milton M. Pressley University of New Orleans.
Chapter 16 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling, Packaging,
Marketing for Hospitality and Tourism
Chapter 2 Organizational Strategy Competitive Advantage And Information Systems Copyright © 2014 John Wiley & Sons, Inc. All rights reserved. Introduction.
Designing Quality Services
 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 8 Designing Quality Services.
3-1 Part 2 FOCUS ON THE CUSTOMER. 3-2 Customer Behavior in Services  Search, Experience, and Credence Properties  Consumer Choice  Consumer Experience.
Branding Strategies for Health Care Business. “Good branding helps the patient recall the hospital name faster and helps the target customers to get hooked.
Services Improvement Techniques Polina Baranova Derbyshire Business School.
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 7 Chapter 7 Analyzing Business Markets and.
Appendix A McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
1-1 Strategic Planning and the Marketing Management Process Chapter 1 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.
Professional English Information Systems and Technologies Professional English Information Systems and Technologies.
The Role of Service in the Hospitality Industry
© 2009 Cengage Learning. All rights reserved. Chapter 16 Organizational Culture Learning Outcomes 1 Identify the three levels of culture and the roles.
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Chapter 10 Internal.
 There are many definitions of marketing. The better definitions are focused on customer orientation and the satisfaction of customer needs.
Building Competitive Advantage
SERVICE QUALITY THROUGH INTERNAL MARKETING
Part Chapter © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 1 McGraw-Hill Marketing: Product and Price 1 Chapter 9.
The Importance of Strategic Marketing 1 LO 1WhatWhatWhyWhy HowHow Copyright 2010 by Cengage Learning Inc. All Rights Reserved GE, Toys R Us, McDonalds.
© 2011 John Wiley and Sons, Inc. All Rights Reserved Selection and Procurement for the Hospitality Industry Purchasing ANDREW HALE FEINSTEIN AND JOHN M.
Chapter 13: Control processes and systems
Planning, Strategy, and Competitive Advantage
Service and Relationship Marketing Module:2 Chapter:1 Managing People for Service Advantage.
Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. After reading this chapter, you should be able to: Define and apply strategy as it applies.
3.1 © 2007 by Prentice Hall Week 03 Chapter 03 Information Systems, Organizations, and Strategy Chapter 03 Information Systems, Organizations, and Strategy.
Chapter Six Competitor Analysis and Sources of Advantage.
MARKETING MANAGEMENT 12 th edition 2 Developing Marketing Strategies and Plans KotlerKeller.
Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Chapter 10:
Copyright 2006 John Wiley & Sons, Inc. Beni Asllani University of Tennessee at Chattanooga Operations Management - 5 th Edition Chapter 3 Roberta Russell.
Employees' role in service delivery. The Services Marketing Triangle Internal Marketing Interactive Marketing External Marketing Company (Management)
Slide 0 in Chapter 7 Chapter 7 Analyzing Business Markets and Buyer Behavior.
Chapter 7 Rewards and Performance Management
Chapter 2: Contributing to the Service Culture
Unit-5 TQM culture Presented by N.Vigneshwari.  Culture is “the sum total learned beliefs, values, and customs that serve to direct the consumer behavior.
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Chapter 10 Internal.
1-1 Human Resource Management Gaining a Competitive Advantage Chapter 2 Strategic Human Resource Management McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Copyright.
Chapter Ten Lifelong Challenges for the Exceptional Manager Organizational Change & Innovation: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies,
Chapter Ten Organizational Change & Innovation Lifelong Challenges for the Exceptional Manager McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies,
 Involves the guest’s experience and the staff’s performance  Guest and server are both part of transaction  Quality control is difficult  Standard.
Customer Care “When you have a true passion for excellence, and when you act on it, you will stand straighter. You will look people in the eye. You will.
Institute of Customer Service Customer service – best practice The Hospitality Exchange 19 October 2010 Jo Causon – chief executive.
Chapter 15 The Role of Service in the Hospitality Industry.
INTERNAL MARKETING Chapter 10 Kotler, Bowen, Makens and Baloglu Marketing for Hospitality and Tourism.
Essentials of Services Marketing, 2nd Edition
Connecting with Customers: The Art and Science of Marketing
CONSUMER BEHAVIOR Building Marketing Strategy
Chapter 10 Internal Marketing
Targeting Strategies Defining an entire market for a product as the target market Designing a single marketing mix for the total market FIGURE 7.2 Copyright.
© Prentice Hall, 2007Excellence in Business, 3eChapter Connecting with Customers: The Art and Science of Marketing.
Front Office and the Guests: Planning for Quality Service
Service and Hotel Management
Chapter 16 Organizational Culture
Chapter 16 Organizational Culture
UNIT I UNDERSTANDING SERVICES MARKETING AND CRM
Marketing Management 2 Miss/ Eman Elfar
Pricing in B2B Marketing
Presentation transcript:

Copyright © 2010 by John Wiley & Sons, Inc. All Rights Reserved

SERVICE In an industry that is part of the larger service industry, the delivery of good service is vital Word of mouth (good or bad) emanates from the service experience that a customer has Bad word of mouth spreads faster and farther Service is a major point of differentiation

SERVICE “Service is all actions and reactions that customers perceive they have purchased” Made up of all “moments of truth” It is how service staff are evaluated Services are produced and consumed at the same time, creating challenges Zero defects is the goal

TYPES OF SERVICE There are three types of service: (1) electronic/mechanical; (2) indirect personal transactions; and (3) face to face transactions Standards must be established for each and each must be managed

SERVICE TRANSACTIONS

PERSONAL SERVICE Personal service is composed of task and interpersonal aspects Task refers to the procedural elements Interpersonal refers to the behavioral elements

MANAGING THE SERVICE TRANSACTION Organizations tend to take either a product view or a process view of service Their view drives how service is managed in their organizations McDonald’s takes the product view where all systems are routinized; Four Seasons takes the latter view where everything is focused on the interaction with the guest

PRODUCT VS. PROCESS

HOW COMPANIES ORGANIZE FOR SERVICE By implementing a service strategy By segmenting the market and servicing specific segments By establishing a service culture By recognizing the importance of people and rewarding them accordingly

THE IMPORTANCE OF PEOPLE Selection Training Employee awards Participation in planning

SERVICE IS THE SUSTAINABLE COMPETITIVE ADVANTAGE Hospitality products and services tend to be very similar with the exception of service Providing exceptional service should be viewed as an opportunity Much of a company’s reputation is based on individual service transactions

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2024 SlidePlayer.com. Inc. All rights reserved.