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TOP 10 Learning Concepts
Ch 13 Designing and Managing
Services
Ronald Patrick G. Wenceslao
April 2011
rgwenceslao.blogspot.com
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Define and classify services
Services differ from goods
Marketing a service
Improving service quality
Creating a strong brand
Improve customer support services
Chapter Objectives
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Chapter Outline
1. Service Sectors
2. Categories of Service Mix
3. Characteristics of Services
4. Physical Evidence and Presentation
5. Increasing Quality Control
6. Matching Demand and Supply
7. Improving Service Quality
8. Solutions to Customer Failures
9. Determinants of Service Quality
10. Developing Strategies for Services
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1. Service Sectors
GovernmentPrivate
non-profit
Business Manufacturing
Retail
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2. Categories of Service Mix
Pure tangible good
Good with accompanying services
Hybrid
Service with accompanying goods
Pure service
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2. Categories of Service Mix
(examples)
Pure tangible good - eggs Good with accompanying services –Subaru Impreza
Hybrid – Food courts / fast food
Service with accompanying goods –Jollibee Delivery
Pure service
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3. Characteristics of Services
Intangibility
Inseparability
Variability
Perishability
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4. Physical Evidence and
Presentation
Place
People
Entertainment
Communication Material
Symbols
Price
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5. Increasing Quality Control
Invest in good hiring and training procedures
Standardize theservice-performance process
Monitor customer satisfaction
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5. Increasing Quality Control
(example 1)
Invest in good hiring and training procedures
-Call Centers companies provide need quality training programs
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5. Increasing Quality Control
(example 2)
Standardize theservice-performance process
- Amkor Technology Philippines manufactures integrated chipsfor machines and equipments. They have a standard service-performance process.
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5. Increasing Quality Control
(example 3)
Monitor customer satisfaction
-Sofitel Hotels give great value to customer satisfaction and continuously monitor them to be able to develop and improve itsServices.
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6. Matching Demand and
Supply
DEMAND Side
• Differential pricing• Nonpeak demand• Complementary services• Reservation systems
SUPPLY Side
• Part-time employees• Peak-time efficiency• Increased consumerparticipation
• Shared services• Facilities for futureexpansion
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7. Improving Service Quality
Listening Reliability Basic service Service design Recovery
Surprising customers Fair play Teamwork Employee research Servant leadership
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8. 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 wherecustomers help customers
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9. Determinants of Service
Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
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10. Developing Brand
Strategies for Services
Choosing Brand Elements
Establishing Image Dimensions
Devising Brand Strategy
TOP 10 Learning Concepts
Ch 13 Designing and Managing
Services
Ronald Patrick G. Wenceslao
April 2011
rgwenceslao.blogspot.com