This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
CHAPTER 9:SERVICE AS THE CORE OFFERING
Part 3: Develop the Value Offering—The Product Experience
Understand why service is a key source of potential differentiation
Explain the characteristics that set services apart from physical goods
Explain the service-profit chain and how it guides marketing management decisions about service
Describe the continuum from pure goods to pure services
Discuss concepts of service quality and gap analysis
Measure service quality through use of SERVQUAL
Understand service blueprinting and how it aids marketing managers
2
WHY SERVICE IS IMPORTANT
A service is a product in the sense that it represents a bundle of benefits that can satisfy customer wants and needs, yet it does so without physical form.
More than 80% of U.S. jobs are service-related
Services produce 75% of GDP
3
Service as a Differentiator Focusing on service and on enabling
employees to effectively deliver service can be one differentiator that is hard for the competition to replicate.
Great service provides sustainable competitive advantage
4
A New Dominant Logic for Marketing
Customers do not buy goods or services: They buy offerings which render services
which create value …. The traditional division between goods and
services is long outdated. A service-centered perspective leads to
market expansion by assisting customers in the process of specialization and value creation.
5
Characteristics of ServicesEXHIBIT
9..1
Intangibility
Inseparability
Variability Perishability
6
Intangibility
A service cannot be experienced through the physical senses.
It cannot be seen, heard, tasted, felt, or smelled by a customer.
Goods can easily be experienced through the senses.
7
Inseparability
A customer still can’t really experience it until it is actually consumed.
It is produced and consumed at the same time and cannot be separated from its provider.
8
Variability
Because it cannot be separated from the provider, a service’s quality can only be as good as that of the provider him/herself.
9
Perishability
A service cannot be stored or saved up for future use.
Perishability is a major potential problem for service providers.
Fluctuating demand is related to perishability of services.
Internal Service Quality Internal marketing, treating employees as
customers, and developing systems and benefits that satisfy their needs, is an essential element of internal service quality.
12
Internal Service Quality
Firms practicing internal service quality are customer-centric:
They do the following:1. Instill an organization-wide focus on understanding
customers’ requirements.
2. Generate an understanding of the marketplace and disseminate that knowledge to everyone in the firm.
3. Align system capabilities internally so that the organization can respond effectively with innovative, competitively differentiated, satisfaction-generating goods and services.
13
Satisfied, Productive, and Loyal Employees
Internal marketing must include the following: Competing for
talent
Offering an overall vision
Training and developing
people
Stressing teamwork
Modeling desired behaviors by
managers
Enabling employees to
make their own decisions
Measuring and rewarding great
service performance
Knowing and reacting to employees’
needs.
14
Greater Service Value for External Customers
There is strong evidence that attention to internal service quality and to employee satisfaction, productivity, and retention result in stronger value to external customers of a service.
15
Greater Service Value for External Customers
Customers set their expectations based largely on the evidence provided by the marketer before the purchase.
Customer Expectations Management Do not set customer expectations so high
that they cannot be effectively met on a consistent basis.
16
Customer Satisfaction and Loyalty Loyalty sparks:
High customer retention – low propensity to switch, as well as repeat business and referrals.
Customer advocacy – a willingness and ability on the part of a customer to participate in communicating the brand message to others.
Continuum of Evaluation for Different Types of Offerings
EXHIBIT 9.5
Source: Valarie A. Zeithaml, “How Consumer Evaluation Processes Differ between Goods and Services,” in Marketing of Services,James H. Donnelly and William R. George, eds. 1991. Reprinted with permission of the American Marketing Association.
Service quality represents a formalization of the measurement of customer expectations of a service compared to their perceptions of actual service performance. Service Encounter Customer Delight Moment Of Truth
21
Gap Analysis
Gap 1• Management’s Perceptions of Customer Service Expectations versus
Actual Customer Expectations of Service
22
Gap Analysis
Gap 3• Actual Service Quality
Specifications versus Actual Service Delivery
Gap 5• Perceived Service by
Customers versus Actual Customer Expectations of Service
23
Source: A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, “A Conceptual Model of Service Quality and its Implications for FutureResearch,” Journal of Marketing, Fall 1985, pp. 41–50. Reprinted with permission of the American Marketing Association.
Gap Model of Service QualityEXHIBIT 9.6
24
SERVICE QUALITY
SERVQUAL: A Multiple Item Scale to Measure Service Quality
Five dimensions of service quality
Tangibles
Reliability
Responsivenes
s
Assurance
Empathy
25
SERVICE BLUEPRINTS
Service blueprints map out a complete pictorial design and flow chart of all the activities from the first customer contact to the actual delivery of the service.
26
Service Blueprint for Floral DeliveryEXHIBIT 9.13
27
Photo Credits
Slide 9-4: Image Club Slide 9-20: Tom Grill/Corbis