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

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Bài giảng Marketing - Chương 12: Thiết kế và quản trị dịch vụ Chapter 12 Thiết kế và quản trị dịch vụ Slide 1 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 2 Nature of Services  The Service Industry includes the: – Government sector – Private nonprofit sector – Business sector – Manufacturing sector Slide 3 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 4 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 5 Nature of Services  Services are produced Characteristics 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 6 Nature of Services  Service providers vary Characteristics with respect to attitudes, skills, mood, etc. Even the same provider may  Intangibility give different service on  Inseparability a different day.  Quality control is critical:  Variability – Hiring the right people – Standardizing service  Perishability – Monitoring satisfaction Slide 7 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 8 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 9 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 10 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 11 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 12 Marketing Strategies  The service quality Marketing Tasks 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 13 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 14 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 15 Marketing Strategies  Have se ...