1. Chapter 14 Designing and Managing Services Marketing Management
Tenth Edition
Philip Kotler

2. Objectives Service Definitions & Classifications
How Services Differ Goods
Improving Service Differentiation, Quality, & Productivity
Improving Customer Support Services

3. Categories of Service Mix
Pure
Tangible
Good
Pure
Service
Tangible
Good w/
Services
Hybrid
Major
Service
w/ Goods

4. Four Service Characteristics
Intangibility
Services cannot
be seen, tasted,
felt, heard, or
smelled before
purchase
Inseparability
Services cannot
be separated
from their
providers
Services
Variability
Quality of
services depends
on who provides
them and when,
where, and how
Perishability
Services cannot
be stored for
later sale or use

5. Overcoming Service Challenges
Intangibility
Use cues to
make it tangible
Inseparability
Increase
productivity of
providers
Services
Variability
Standardize
service
production
& delivery
Perishability
Match supply
and demand

6. Three Types of Marketing in Service Industries
Company
Customers
External
marketing
Internal
marketing
Cleaning/
maintenance
services
Financial/
banking
Restaurant
industry
Employees
Interactive
marketing

7. Service Differentiation
Offer
Delivery
Image

8. Service-Quality Model
Personal needs
Past experience
Word-of-mouth
communications
Marketer
Consumer
Expected service
Management perceptions
of consumer expectations
Gap 5
Perceived service
External
communi-
cations to
consumers
Gap 4
Gap 1
Service delivery (including
pre- and post-contacts)
Gap 3
Translation of perceptions
to service-quality specifications
Gap 2

9. Determinants of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles

10. Service Excellence Strategic Concept Top-Management Commitment
High Standards
Monitoring Systems
Satisfying Customer Complaints
Satisfying Both Employees & Customers
Managing Productivity

11. Importance-Performance Analysis
Extremely important
Slightly important
A. Concentrate here
B. Keep up the good work
D. Possible overkill
C. Low priority 1 2 9
Excellent performance
Fair performance 3 4 5 6 7 8 10
# = Attributes 11 13 12 14

12. Complaint Resolution Hiring Criteria & Training for Employees
Develop Guidelines for Fairness
Remove Complaint Barriers
Analyze Types & Sources of Complaints

13. Review Service Definitions & Classifications How Services Differ Goods
Improving Service Differentiation, Quality, & Productivity
Improving Customer Support Services