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1、ObjectivesService Definitions & ClassificationsHow Services Differ GoodsImproving Service Differentiation, Quality, & ProductivityImproving Customer Support ServicesPurePureServiceServiceCategories of Service MixTangibleTangibleGoodGoodw/w/ServicesServicesMajorMajorServiceServicew/ Goodsw/ GoodsHybr
2、idHybridPurePureTangibleTangibleGoodGoodServicesInseparabilityServices cannotbe separatedfrom theirprovidersPerishabilityServices cannotbe stored forlater sale or useIntangibilityServices cannotbe seen, tasted,felt, heard, orsmelled beforepurchaseVariabilityQuality ofservices dependson who providest
3、hem and when,where, and howServicesInseparabilityIncreaseproductivity ofprovidersPerishabilityMatch supplyand demandIntangibilityUse cues tomake it tangibleVariabilityStandardizeserviceproduction& deliveryThree Types of Marketingin Service IndustriesInternalmarketingCompanyCompanyCustomersCustomersE
4、xternalmarketingEmployeesEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustryService DifferentiationOfferDeliveryImageService-Quality ModelExpected serviceManagement perceptionsof consumer expectationsMarketerMarketerConsumerConsumerGap 1Service delive
5、ry (includingpre- and post-contacts)Gap 3Translation of perceptionsto service-quality specificationsGap 2Gap 5Perceived serviceExternalcommuni-cations toconsumersGap 4Personal needsPast experienceWord-of-mouthcommunicationsDeterminants of Service QualityReliabilityResponsivenessAssuranceEmpathyTangi
6、blesServiceExcellenceStrategic ConceptTop-Management CommitmentHigh StandardsMonitoring SystemsSatisfying Customer ComplaintsSatisfying Both Employees & CustomersManaging ProductivityA. Concentrate hereB. Keep up the good workD. Possible overkillC. Low priorityImportance-Performance AnalysisExtremel
7、y importantSlightly importantExcellent performanceFair performance1291113121434567810# = AttributesComplaint ResolutionHiring Criteria & Training for EmployeesDevelop Guidelines for FairnessRemove Complaint BarriersAnalyze Types & Sources of ComplaintsReviewService Definitions & ClassificationsHow Services Differ GoodsImproving Service Differentiation, Quality, & ProductivityImproving Customer Support Services
