Transcript KotlerMM_ch13

1
13
Designing and Managing
Services
Chapter Questions
How do we define and classify services
and how do they differ from goods?
 What are the new services realities?
 How can we achieve excellence in
services marketing?
 How can we improve service quality?
 How can goods marketers improve
customer support services?

13-2
Service
Any act of performance that one
party can offer another that is
essentially intangible and does not
result in the ownership of anything.
Its production may or may not
be tied to a physical product.
13-3
Service Sectors
Government
 Private, nonprofit
 Business
 Manufacturing
 Retail

13-4
Service of a non-profit organization
13-5
Service of the government sector
13-6
Categories of Service Mix





Pure tangible good
Good with
accompanying
service
Hybrid
Service with
accompanying goods
Pure service
13-7
Service with
accompanying
goods
13-8
Service Distinctions
Equipment-based or people-based
 Service processes
 Client’s presence required or not
 Personal needs or business needs
 Objectives and ownership

13-9
Distinctive Characteristics of Services
Intangibility
 Inseparability
 Variability
 Perishability

13-10
Physical Evidence
and Presentation
Place
 People
 Equipment
 Communication material
 Symbols
 Price

13-11
Table 13.1
Dimensions of Brand Experience
How to Increase Quality Control
Invest in good hiring and
training procedures
 Standardize the serviceperformance process
 Monitor customer
satisfaction

13-13
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
13-14
Factors Leading to Customer Switching Behavior
Pricing
 Inconvenience
 Core Service Failure
 Service Encounter Failures
 Response to Service Failure
 Competition
 Ethical Problems
 Involuntary Switching

13-15
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
13-16
Figure 13.3
Root Causes of Customer Failure
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
Figure 13.4 Types of Marketing
in Service Industries
Figure 13.5 ImportancePerformance Analysis
Copyright © 2012 Pearson Education
13-20
Determinants of Service
Quality





Reliability
Responsiveness
Assurance
Empathy
Tangibles
13-21
Best Practices
Strategic concept
 Top-Management commitment
 High standards
 Self-Service technologies
 Monitoring systems
 Satisfying customer complaints
 Satisfying employees

13-22
Developing Brand Strategies for
Services
Choosing brand elements
 Establishing image dimensions
 Devising branding strategy

13-23
Branding
services?
13-24
Customer Worries
Failure frequency
 Downtime
 Out-of-pocket costs

13-25
Evaluation of Services
A Continuum of Product
Attributes
 Search
Attributes
 Experience
Attributes
 Credence Attributes
Factors that Influence Service Expectations
(Zeithaml, Berry, & Parasuraman, 1993)
Personal
Needs
Desired Service
Beliefs about
What is
Possible
Perceived
Service
Alterations
Situational
Factors
• Explicit and
implicit service
promises
• Word-ofMouth
• Past
experience
Zone of
Tolerance
Adequate
Service
Predicted
Service
Word-of-mouth
Personal
Needs
Past
Experience
Perceived Quality
Dimensions of
Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Expected
Service
Perceived
Service
Perceived service quality. (adapted from A.
Parasuraman, V, A. Zeithaml, and L L. Berry, "A
Conceptual Model of Service Quality and Its
Implications for Future Research," Journal of
Marketing, vol. 49, Fall 1385,p.48.)
1. Expectations
exceeded
ES < PS (quality
surprise)
2. Expectations met
ES = PS (Satisfactory
quality)
3. Expectations not met
ES > PS (Unacceptable
quality)
Perceived Service Quality
Christian Grönroos
Theory of The Gaps Model In Service Marketing

Customer gap: Perbedaan antara harapan dengan
persepsi konsumen
Gap 1
• Perbedaan antara harapan konsumen
dengan persepsi manajemen tentang
harapan konsumen)
Gap 2
• Perbedaan antara persepsi manajemen
tentang harapan konsumen dengan
penerjemahan hal tersebut ke dalam
spesifikasi dan desain kualitas jasa
Gap 3
• Perbedaan antara spesifikasi atau standar
kualitas jasa dengan jasa yang benar-benar
disampaikan kepada konsumen.
Gap 4
• Perbedaan antara jasa yang benar-benar
disampaikan kepada konsumen dengan klaim
janji yang dikomunikasikan kepada
konsumen.
Service Quality Gap (Parasuraman, Barry, Zeithaml)
•
•
•
•
•
Providing service as promised
Dependability in handling customers’ service problems.
Performing service right the first time.
Providing services at the promised time.
Maintaining error-free records
•
•
•
•
Employees who instill confidence in customers.
Making customers feel safe in their transactions.
Employees who are consistently courteous.
Employees who have the knowledge to answer customer
questions.
Tangibles
•
•
•
•
Modern equipment
Visually appealing facilities
Employees who have a neat, professional appearance.
Visually appealing materials associated with the service.
Empathy
•
•
•
•
•
Giving customers individual attention.
Employees who deal with customers in a caring fashion.
Having the customers’ best interests at heart.
Employees who understand the needs of their customers.
Convenient business hours.
R
• Keeping customer informed as to when services will be
performed.
• Prompt service to customers.
• Willingness to help customers.
• Readiness to respond to customers’ requests
Reliability
Assurance
esponsiveness