1. Unit III - Services Marketing - Mr.K.Mohan Kumar
Closing the gaps
Gap 1: Learn what customers expect
Gap 2: Establish the right service quality standards
Gap 3: Ensure that service performance meets standards
Gap 4: Ensure that delivery matches promises
5/6/2018
Unit III - Services Marketing - Mr.K.Mohan Kumar

2. Closing gap 1: Learn what customers expect
Use research, complaint analysis, customer panels
Increase direct interactions between managers and customers
Improve upward communications
Act on information and insights
listen to customers
5/6/2018
Unit III - Services Marketing - Mr.K.Mohan Kumar

3. Closing gap 2: Establish the right service quality standards
Top management commitment to providing service quality
Set, communicate, and reinforce customer-oriented service standards
Establish challenging and realistic service quality goals
Train managers to be service quality leaders
Be receptive to new ways to deliver service quality
Standardise repetitive tasks
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Unit III - Services Marketing - Mr.K.Mohan Kumar

4. Unit III - Services Marketing - Mr.K.Mohan Kumar
Prioritise tasks
Gain employee acceptance of goals and priorities
Measure performance of service standards and provide regular feedback
Reward managers and employees for achievement of quality goals
Service Quality Awards
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Unit III - Services Marketing - Mr.K.Mohan Kumar

5. Unit III - Services Marketing - Mr.K.Mohan Kumar
Riddles
You are running in a 400 meter race and you overtake the last person, what place are you now in?
5/6/2018
Unit III - Services Marketing - Mr.K.Mohan Kumar

6. Unit III - Services Marketing - Mr.K.Mohan Kumar
This cannot happen. You cannot overtake the person who is in the last place, as there is no one behind them.
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Unit III - Services Marketing - Mr.K.Mohan Kumar

7. Unit III - Services Marketing - Mr.K.Mohan Kumar
He has married many women, but has never been married. Who is he?
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Unit III - Services Marketing - Mr.K.Mohan Kumar

8. Unit III - Services Marketing - Mr.K.Mohan Kumar
A priest.
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Unit III - Services Marketing - Mr.K.Mohan Kumar

9. Unit III - Services Marketing - Mr.K.Mohan Kumar
What tastes better than it smells?
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Unit III - Services Marketing - Mr.K.Mohan Kumar

10. Unit III - Services Marketing - Mr.K.Mohan Kumar
A tongue.
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Unit III - Services Marketing - Mr.K.Mohan Kumar

11. Unit III - Services Marketing - Mr.K.Mohan Kumar
What goes in the water black and comes out red?
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Unit III - Services Marketing - Mr.K.Mohan Kumar

12. Unit III - Services Marketing - Mr.K.Mohan Kumar
A lobster.
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Unit III - Services Marketing - Mr.K.Mohan Kumar

13. Unit III - Services Marketing - Mr.K.Mohan Kumar
What goes through towns and over hills, but never moves?
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Unit III - Services Marketing - Mr.K.Mohan Kumar

14. Unit III - Services Marketing - Mr.K.Mohan Kumar
A Road
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Unit III - Services Marketing - Mr.K.Mohan Kumar

15. Unit III - Services Marketing - Mr.K.Mohan Kumar
What two things can you never eat for breakfast?
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Unit III - Services Marketing - Mr.K.Mohan Kumar

16. Closing gap 3: Ensure that service performance meets standards
Attract the best employees
Select the right employees
Develop and support employees
train employees
provide appropriate technology & equipment
encourage and build teamwork
empower employees
internal marketing
Can I take your order?
5/6/2018
Unit III - Services Marketing - Mr.K.Mohan Kumar

17. Unit III - Services Marketing - Mr.K.Mohan Kumar
You are a
Star Service
Provider
Retain good employees
measure and reward service quality achievements
develop equitable and simple reward systems
5/6/2018
Unit III - Services Marketing - Mr.K.Mohan Kumar

18. Closing gap 4: Ensure that service delivery matches promises
Seek input from operations personnel on what can be done
‘Reality’ advertising
real employees, real customers, real situations
Seek input from employees on advertising
Gain communications between sales, operations and customers
Internal marketing programs
Ensure consistent standards in multi-site operations
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Unit III - Services Marketing - Mr.K.Mohan Kumar

19. Unit III - Services Marketing - Mr.K.Mohan Kumar
In advertising, focus on service characteristics that are important to customers
Manage customer’s expectations
What are realistic expectations?
Explain industry realities
Tiered service options
Offer different levels of service - user pays
Why do we
always have
to wait?
5/6/2018
Unit III - Services Marketing - Mr.K.Mohan Kumar

20. Service Satisfaction Information System
Customer Complaints
Surveys
Employee Surveys
Focus Groups
‘Mystery shopping’ research
Competitive market surveys - benchmark
5/6/2018
Unit III - Services Marketing - Mr.K.Mohan Kumar