markma ch 13

http://elainrose.blogspot.com/

http://elainrose.blogspot.com

Ateneo Graduate School of Business

Chapter 13

Designing and Managing Services

Submitted by:

Elainrose Esberto

May 10, 2012



OutlineDefinition of ServiceCategories of Service MixCharacteristics of Service3 Steps in Increasing Quality ControlMarketing Strategies for Service FirmsHolistic Marketing for ServicesService Quality ModelBest Practice in SQMDeveloping Brand Strategies3 Specific Worries of Customers



Definition of ServiceAny act or performance one party can offer

to another that is essentially intangible and does not result in the ownership of anything.



Categories of Service Mix



Characteristics of Service

Intangible

Inseparability

Variability

Perishability



3 Steps in Increasing Quality Control

Hire good talent and Invest in training procedures

Monitor Customer Satisfaction

Standardize the services performance process through out the organization



Better Match in Demand & Supply



Marketing Strategies for Service Firms

Shifting Customer Relationships

Customer Empowerment

Co-production



Holistic Marketing for Services



Service Quality Model



Best Practice in SQMStrategic Concept

Top Management Commitment

High Standards

Self Service Technologies

Monitoring System

Satisfying Customer Complaint



Developing Brand StrategiesChoosing Brand Element

Establishing image dimensions

Devising brand strategy



3 Specific Worries of Customers

Reliability

Dependability

Out of pocket cost