1. Services Strategy

2. Characteristics of Services ä Intangibility ä Inseparability ä Perishability/Fluctuating Demand ä Heterogeneity

3. Defining Service Quality The Five Gap Model: Gap 1: Consumer expectations -- management perceptions of consumer expectations. a. extent of marketing research orientation (-) b. extent and quality of upward communication (-) c. levels of management (+)

4. Gap Model ( continued ) Gap 2:Management perceptions of consumer expectations -- the firm's service quality specifications. a. management commitment to service quality (-) b. setting of goals related to service quality (-) c. task standardization (-) d. perception of feasibility for meeting customer expectations (-)

5. Gap Model ( continued ) Gap 3:Service quality specifications -- actual service delivered. a. extent of teamwork perceived by employees (- ) b. employee job fit (-) c. technology job fit (-) d. perceived control experienced by customer contact personnel (-) e. extent to which behavioral control systems are used to supplement output control systems (- ) f. extent of customer contact employee role conflict and role ambiguity (+)

6. Gap Model ( continued ) Gap 4:Service delivery -- what is communicated to customer about the service. a. extent of horizontal communication (-) b. propensity to over-promise (+)

7. Gap Model ( continued ) Gap 5:Perceived service -- expected service. This gap defines service quality and is affected by gaps 1-4.

8. Determinants of Service Quality ä Reliability ä Responsiveness ä Competence ä Access ä Courtesy ä Communication ä Credibility ä Security ä Understanding ä Tangibles

9. Service Evaluation Model

10. Enhance service quality through internal marketing

11. Considerations in developing a service marketing strategy ä Marketing should occur at all levels ä Hire and maintain high-quality personnel ä Consider marketing to existing customers ä Quickly resolve problems in providing the service ä Think high technology ä Brand your service