1. Designing and Managing Services13
Designing and Managing Services
Marketing Management, 13th ed

2. Chapter Questions
How do we define and classify services and how do they differ from goods?
How do we market services?
How can we improve service quality?
How do services marketers create strong brands?
How can goods marketers improve customer support services?
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3. Service Sectors Government Private nonprofit Business Retail
Manufacturing
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4. Categories of Service Mix
Pure tangible good
Good w/ accompanying services
Hybrid
Service w/ accompanying goods
Pure service
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5. Figure 13.2 Continuum of Evaluation for Different Types of Products
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6. Distinctive Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
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7. Physical Evidence and Presentation
Place
People
Equipment
Communication material
Symbols
Price
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8. How to Increase Quality Control
Invest in good hiring and
training procedures
Standardize the
service-performance process
Monitor customer satisfaction
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9. Matching Demand and Supply
Demand side
Differential pricing
Nonpeak demand
Complementary services
Reservation systems
Supply side
Part-time employees
Peak-time efficiency
Increased consumer participation
Shared services
Facilities for future expansion
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10. Figure 13.3 A Blueprint for Overnight Hotel Stay
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11. Improving Service Quality
Listening
Reliability
Basic service
Service design
Recovery
Surprising customers
Fair play
Teamwork
Employee research
Servant leadership
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12. Figure 13.4 Root Causes of Customer Failure
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13. Solutions to Customer Failures
Redesign processes and redefine customer roles to simplify service encounters
Incorporate the right technology to aid employees and customers
Create high-performance customers by enhancing their role clarity, motivation, and ability
Encourage customer citizenship where customers help customers
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14. Figure 13.5 Three Types of Marketing in Service Industries
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15. Figure 13.6 Service-Quality Model
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16. 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
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17. Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
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18. Figure 13.7 Importance-Performance Analysis
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19. Developing Brand Strategies for Services
Choosing
Brand Elements
Establishing Image
Dimensions
Devising Branding
Strategy
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20. Customer Worries Failure frequency Downtime Out-of-pocket costs
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