Quản trị kinh doanh - Chapter 12: Thiết kế và quản trị dịch vụ

Slide *Chapter 12Thiết kế và quản trị dịch vụ Slide *Mục tiêuLearn 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 *Nature of ServicesThe Service Industry includes the:Government sectorPrivate nonprofit sectorBusiness sectorManufacturing sector Slide *Nature of ServicesService Mix Categories:Pure tangible good: no servicesTangible good with accompanying servicesHybrid: equal parts service and goodsMajor service with accompanying minor goods and servicesPure service Slide *Nature of ServicesCharacteristicsIntangibilityInseparabilityVariabilityPerishabilityCannot be touched, seen, tasted, heard, or smelled before purchaseLack of trial means higher consumer riskConsumers rely on cues to draw quality inferencesMarketers must try to “tangibilize the intangible” Slide *Nature of ServicesCharacteristicsIntangibilityInseparabilityVariabilityPerishabilityServices are produced and consumed at the same time (air travel)Service providers and sometimes other customers become part of the service (restaurant)Strong preferences for service providers exist Slide *Nature of ServicesCharacteristicsIntangibilityInseparabilityVariabilityPerishabilityService providers vary with respect to attitudes, skills, mood, etc. Even the same provider may give different service on a different day.Quality control is critical:Hiring the right peopleStandardizing serviceMonitoring satisfaction Slide *Nature of ServicesCharacteristicsIntangibilityInseparabilityVariabilityPerishabilityServices can not be inventoried or otherwise storedCapacity / demand management is critical:Demand side strategiesSupply side strategies Slide *Nature of ServicesDemand-side strategiesUse differential pricingCultivate nonpeak demandDevelop complementary servicesInstall reservation systemsSupply-side strategiesHire part-time employeesIntroduce peak-time efficiency routinesIncrease consumer participationPlan facilities for future expansionShare services Slide *Marketing StrategiesPeople, 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 *Marketing StrategiesInteractive marketing refers to the employees’ skill in serving the client.Customers judge a service by its:Technical qualityFunctional qualitySearch qualities, experience qualities and credence qualities are evaluated by customers. Slide *Marketing StrategiesMarketing TasksManaging differentiationManaging service qualityManaging productivityCan not differentiate on price aloneInnovative featuresDelivery systemReliabilityResilienceInnovativenessImage and branding Slide *Marketing StrategiesMarketing TasksManaging differentiationManaging service qualityManaging productivityThe service quality model identifies five gaps that can cause service delivery failureService companies that successfully address these gaps follow common practices Slide *Marketing StrategiesConsumer expectations and management perceptionsManagement perception and service-quality specificationService-quality specifications and service deliveryService delivery and external communicationsService Delivery Failure Results from Gaps Between:Service-quality specifications and service delivery Slide *Marketing StrategiesA strategic conceptCommitment from top-managementHigh standardsFirm and customer monitoring systemsWell-Managed Service Firms Share These CharacteristicsSatisfaction of employees and customers Slide *Marketing StrategiesMarketing TasksManaging differentiationManaging service qualityManaging productivityHave service providers work more skillfullyDecrease service quality, increase service quantityIndustrialize the serviceReduce need for serviceDesign a more effective serviceGive customers incentives to serve themselvesUse technology Slide *Managing Product Support ServicesProduct support services are often sources of competitive advantageWhen designing service support programs, marketers must consider key customer concerns:Failure frequencyDowntime durationOut-of-pocket expenses Slide *Managing Product Support ServicesMarketers must design appealing and competitive service offerings that will attract customers. Service offerings should include:Facilitating servicesValue-augmenting servicesOptional service contracts