1. Today’s Class
Mystery Shopping

2. Today’s Class Final Exam
4 Long Questions – scenario based question – read the slides – application oriented – 1 question from listening instrument
2 Short Questions within two questions.

3. Final Project – Individual Yeti Airlines

4. Service journal – group exercise

5. Revision

6. Gap 3: The Service Performance Gap service designs and standards
Provider Gap 3
CUSTOMER
Service delivery
COMPANY
Gap 3: The Service Performance Gap
Customer-driven
service designs and standards
11-6

7. Key Factors Leading to Provider Gap 3
11-7

8. Strategies for Delivering Service Quality through People
11-8

9. Strategies for Enhancing Customer Participation
12-9

10. Strategies for Effective Service Delivery Through Intermediaries
Control Strategies:
Measurement
Review
Partnering Strategies:
Alignment of goals
Consultation and cooperation
Empowerment Strategies:
Help the intermediary develop customer-oriented service processes
Provide needed support systems
Develop intermediaries to deliver service quality
Change to a cooperative management structure

11. Strategies for Shifting Demand to Match Capacity
13-11

12. Strategies for Adjusting Capacity to Match Demand
13-12

13. Gap 4: The Communication Gap External communications to customers
Provider Gap 4
CUSTOMER
Gap 4: The Communication Gap
External communications to customers
COMPANY
Service delivery
14-13

14. Key Factors Leading to Provider Gap 4
14-14

15. Integrated service marketing communication

16. The Need for Coordination in Marketing Communication
Key Service Communication Challenges
Five Categories of Strategies to Match Service Promises with Delivery
1-16

17. Communications and the Services Marketing Triangle
14-17

18. Integrated Service Marketing Communications
Integrated Service Communications
a strategy that carefully integrates all external and internal communication channels to present a consistent message to customers
This means coordination across:
sales and service people
print
Internet
other forms of tangible communication including the servicescape
How is this done in services?
advertising
sales presentations
service encounters with employees
servicescape and other tangibles
Internet and web presence
public relations
pricing
service guarantees
customer education
14-18

19. Five Major Approaches to Overcome Service Communication Channels
14-19

20. Service Quality Spells Profits
Lower
costs
Margins
Defensive Marketing
Volume of
purchases
Service
Price
premium
Customer
Retention
Profits
Word of
mouth
Market
share
Sales
Offensive Marketing
Reputation
Price
premium
16-20

21. Revisiting all we studied…

22. The Gaps Model of Service Quality
Chapter 2
The Gaps Model of Service Quality
The Customer Gap
The Provider Gaps:
Gap 1 – The Listening Gap
not knowing what customers expect
Gap 2 – The Design and Standards Gap
not having the right service designs and standards
Gap 3 – The Performance Gap
not delivering to service standards
Gap 4 – The Communication Gap
not matching performance to promises
Putting It All Together: Closing the Gaps

23. The Customer Gap

24. Key Factors Leading to the Customer Gap
Customer Expectations
Customer
Perceptions

25. Company Perceptions of Consumer Expectations
Provider Gap 1
CUSTOMER
Expected Service
Perceived Service
COMPANY
Gap 1:
The Listening Gap
Company Perceptions of Consumer Expectations

26. Key Factors Leading to Provider Gap 1

27. Provider Gap 2 CUSTOMER COMPANY Customer-Driven
Service Designs and Standards
Gap 2: The Design and Standards Gap
Company Perceptions of Consumer Expectations

28. Key Factors Leading to Provider Gap 2

29. Service Designs and Standards
Provider Gap 3
CUSTOMER
Service Delivery
COMPANY
Gap 3: The Performance Gap
Customer-Driven
Service Designs and Standards

30. Key Factors Leading to Provider Gap 3

31. Gap 4: The Communication Gap External Communications to Customers
Provider Gap 4
CUSTOMER
Gap 4: The Communication Gap
External Communications to Customers
COMPANY
Service Delivery

32. Key Factors Leading to Provider Gap 4

33. Gaps Model of Service Quality

34. Thank you all – its been a wonderful Experience – if by this course I am able to generate enthusiasm, curiosity and inquisitiveness for ‘Service’, then I will really feel happy

35. Always remember you need to demand service to receive service as a customer – please demand in Our Context & Advocate & Don’t be ‘anything goes’ attitude person & You already are in service economy