Bài giảng Marketing - Chương 12: Thiết kế và quản trị dịch vụ

Nội dung text: Bài giảng Marketing - Chương 12: Thiết kế và quản trị dịch vụ

1. Chapter 12 Thiết kế và quản trị dịch vụ Slide 0
2. Mục tiêu ▪ Learn how services are defined and classified. ▪ Understand how service firms improve their competitive differentiation, service quality, and productivity. ▪ Identify how goods-producing companies can improve their customer support services. Slide 1
3. Nature of Services ▪ The Service Industry includes the: – Government sector – Private nonprofit sector – Business sector – Manufacturing sector Slide 2
4. Nature of Services ▪ Service Mix Categories: – Pure tangible good: no services – Tangible good with accompanying services – Hybrid: equal parts service and goods – Major service with accompanying minor goods and services – Pure service Slide 3
5. Nature of Services ▪ Cannot be touched, Characteristics seen, tasted, heard, or smelled before purchase ▪ Lack of trial means ▪ Intangibility higher consumer risk ▪ Inseparability ▪ Consumers rely on cues to draw quality ▪ Variability inferences ▪ Marketers must try to ▪ Perishability “tangibilize the intangible” Slide 4
6. Nature of Services Characteristics ▪ Services are produced and consumed at the same time (air travel) ▪ Intangibility ▪ Service providers and sometimes other ▪ Inseparability customers become part of the service ▪ Variability (restaurant) ▪ Perishability ▪ Strong preferences for service providers exist Slide 5
7. Nature of Services Characteristics ▪ Service providers vary with respect to attitudes, skills, mood, etc. Even ▪ Intangibility the same provider may give different service on ▪ Inseparability a different day. ▪ Quality control is critical: ▪ Variability – Hiring the right people ▪ Perishability – Standardizing service – Monitoring satisfaction Slide 6
8. Nature of Services Characteristics ▪ Services can not be inventoried or otherwise stored ▪ Intangibility ▪ Capacity / demand ▪ Inseparability management is critical: ▪ Variability – Demand side ▪ Perishability strategies – Supply side strategies Slide 7
9. Nature of Services ▪ Demand-side ▪ Supply-side strategies strategies – Use differential – Hire part-time pricing employees – Cultivate nonpeak – Introduce peak-time demand efficiency routines – Develop – Increase consumer complementary participation services – Plan facilities for – Install reservation future expansion systems – Share services Slide 8
10. Marketing Strategies ▪ People, physical evidence, and process must be considered in addition to the 4 “P’s” when creating external marketing plans. ▪ Successfully delivering a service often depends on staff being trained via internal marketing efforts. Slide 9
11. Marketing Strategies ▪ Interactive marketing refers to the employees’ skill in serving the client. ▪ Customers judge a service by its: – Technical quality – Functional quality ▪ Search qualities, experience qualities and credence qualities are evaluated by customers. Slide 10
12. Marketing Strategies Marketing Tasks ▪ Can not differentiate on price alone ▪ Managing ▪ Innovative features differentiation ▪ Delivery system ▪ Managing service – Reliability quality – Resilience ▪ Managing – Innovativeness productivity ▪ Image and branding Slide 11
13. Marketing Strategies Marketing Tasks ▪ The service quality model identifies five gaps that can ▪ Managing cause service differentiation delivery failure ▪ Managing service ▪ Service companies quality that successfully address these gaps ▪ Managing follow common productivity practices Slide 12
14. Marketing Strategies Service Delivery Failure Results from Gaps Between: ▪ Consumer expectations and ▪ Service-quality specifications management perceptions and service delivery ▪ Management perception and ▪ Service delivery and external service-quality specification communications ▪ Service-quality specifications and service delivery Slide 13
15. Marketing Strategies Well-Managed Service Firms Share These Characteristics ▪ A strategic concept ▪ High standards ▪ Commitment from ▪ Firm and customer top-management monitoring systems ▪ Satisfaction of employees and customers Slide 14
16. Marketing Strategies ▪ Have service providers Marketing Tasks work more skillfully ▪ Decrease service quality, ▪ Managing increase service quantity differentiation ▪ Industrialize the service ▪ Reduce need for service ▪ Managing service ▪ Design a more effective quality service ▪ Give customers incentives ▪ Managing to serve themselves productivity ▪ Use technology Slide 15
17. Managing Product Support Services ▪ Product support services are often sources of competitive advantage ▪ When designing service support programs, marketers must consider key customer concerns: – Failure frequency – Downtime duration – Out-of-pocket expenses Slide 16
18. Managing Product Support Services ▪ Marketers must design appealing and competitive service offerings that will attract customers. Service offerings should include: – Facilitating services – Value-augmenting services – Optional service contracts Slide 17