services marketing - ppt shared 1

7/29/2019 Services Marketing - PPT Shared 1

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In our life

Consultation

Movie Cinema

Coaching / Training

Airlines

Computer software

Mobile Network

Electronic Gadgets

Automobiles

Cosmetics

Detergents Fast Food JointsFinancial Institution BanksGenera Stores

Saloons /Beauty Parlors

Advertising Agency

Direct to Home

Insurance

Groceries

Packaged food

Super Market

HouseApparels

Books & Magazines

Health Care / Hospitals

Medicines

Compiled by Ajay Raheja ([email protected])


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Contribution of Services to the GDP

Year Agriculture Industries Services

1951 52 55.4 15.4 29.3

1961 - 62 49.4 19.5 31.1

Source : Reserve Bank Of India, Office of Statistics

1971 - 72 43.1 22.5 34.51981 - 82 37.6 24.6 37.9

1991 92 30.3 25.6 44.1

2001 - 02 24 25 51

2010 - 11 14.6 28.5 56.9

Agriculture Sector employs approximately 52% of the countrys workforceAutomobile and ancillaries is currently the fastest growing industry in India alongwith Infrastructure



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Indian Service Sector BreakupSource : Reserve Bank Of India, Office of Statistics

THTC - Construction, Trade, Hotels, Transport, & CommunicationsFIRBS - Finance, Insurance, Real Estate, & Business ServicesCSPS - Community, Social & Personal Services



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What is Service? The Old View

Service is a technical after-sale function that is provided bythe service department.

Old:Service =wrench time

Old view of service =Customer Service Center



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What is Service? The New View

Service includes every interaction between any customerand anyone representing the company, including:Dealers

Web site and

Salespeople

Receptionistsand

Schedulers

Managementand Executives

ServiceEmployees

Billing andAccounting

Personnel

any e-channelInteraction

Customer



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What are Services? Definition

Services are a means of delivering value to customerswithout requiring the customer to own specific of thecosts and risks.

Lets break the definition to get more specific means of delivering value - value is defined in terms of utility (fit for purpose) and

warranty (fit for use). Using the service should lead to the desired outcome.

customer -A customer is someone who buys goods or services

without requiring the customer to own specific of the costs and risks - doesnot have to worry about the capabilities and resources required to provide theservice. My risk is limited to the choice made.



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Economic Definition of Services

In Economics, a service is an intangible commodity.More specifically, services are an intangible equivalentof economic goods.

which means - Service is an economic activity where the buyer doesnot generally, except by exclusive contract, obtain exclusive ownershipof the thing purchased.



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Are you satisfied with theCustomer Service you receive?

Promised V/s. Delivered Staff Knowledge and Professionalism

Increased use of Self Service and less human interface

ncrease use o ec no ogy u poor y es gne sys em

Cost Cutting. Profit Center V/s. Cost Center

Lip Service. No real intent.

Delivering consistent High Quality Service is not easy.



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Is Marketing of Services Different?

Services Goods Sales and operations are closely

linked. Production is a part ofthe sales process

Sales and Production aredecoupled.

Customer inter ace is a majordifference.

No stock inventories. It has torely on the mental inventory ofthe sales person

eop e uy pro uct ecause t eybelieve they work.

Goods are produced and stockedas per the market demand

People deal with people they like; and they buy services because

they believe they will like them as well.



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Why do firms focus on Services?

Services can provide higher profit margins and growthpotential than products

excellence

Services can be used as a differentiation strategy in

competitive markets



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Why study Services Marketing?

Service-based economies

Service as a business imperative in manufacturingand IT

Deregulated industries and professional serviceneeds

Services marketing is different

Service equals profits



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Service Can Mean all of These Service as a product

Customer service

Services as value add forgoods

Service embedded in atangible product



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Characteristics of ServicesCompared to Goods

Intangibility Heterogeneity

Perishability

Simultaneous

ProductionandConsumption



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Implications of Intangibility

Services cannot be inventoried

Services cannot be easily patented

Services cannot be readily displayed or communicated

Pricing is difficult



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Implications of Heterogeneity

Service delivery and customer satisfaction depend onemployee and customer actions

factors

There is no sure knowledge that the service delivered

matches what was planned and promoted



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Implications of SimultaneousProduction and Consumption

Customers participate in and affect the transaction

Customers affect each other

Employees affect the service outcome

Decentralization may be essential

Mass production is difficult



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Implications of Perishability

It is difficult to synchronize supply and demand withservices



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Challenges for Services Defining and improving quality

Ensuring the delivery of consistent quality

Designing and testing new services

Communicatin and maintainin a consistent ima e

Accommodating fluctuating demand Motivating and sustaining employee commitment

Coordinating marketing, operations, and human resourceefforts

Setting prices

Finding a balance between standardization versuscustomization



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network administration

network

technical support

network equipment

other

finance

repair

insurance

100%

80%

annual cost ofPC use: $6,259

average annual householdexpenditure: $6,064

Personal Computers Automobiles

The sale of aproduct accountsfor only a smallportion of overallrevenues.

Where the Money in Manufacturing Is: Services

by end user (downtime,file management, etc.)

administration

technical support

desktop hardware

gas

used car purchase

new car purchase

total expenditure:5X product costs

total expenditure:5X product costs

60%

40%

20%

0%

to customers iswhere the realmoney is.

S o u r c e : G a r t n e r G r o u p , A s s o c i a t i o n o f A m e r i c a n R a i l r o a d s , F e d e r a l H i g h w a y A d m i n i s t r a t i o n O f f i c e o f H i g h w a y

I n f o r m a t i o n M a n a g e m e n t . ( R a i l r o a d e x p e n d i t u r e s a r e f o r C l a s s 1 r a i l r o a d s . ) Compiled by Ajay Raheja ([email protected])


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Traditional Marketing Mix

All elements within the control of the firm thatcommunicate the firms capabilities and image tocustomers or that influence customer satisfaction with

Product

Price

Place

Promotion



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Expanded Mix for Services The 7 Ps Product Price Place Promotion

eop e All human actors who play a part in service delivery and thus influence the

buyers perceptions: namely, the firms personnel, the customer, and othercustomers in the service environment.

Physical Evidence The environment in which the service is delivered and where the firm and

customer interact, and any tangible components that facilitate performance

or communication of the service. Process

The actual procedures, mechanisms, and flow of activities by which theservice is deliveredthe service delivery and operating systems.



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Group Project (5 Marks) Identify a service industry for your group study.

Each group will make a 8 - 10 min. presentation next weekon the industry choosen which will cover the following:

Any regulators that control the industry and the role ofregulators in the growth of the industry

Who are the various stakeholders in the industry?

How has the industry evolved over the years and what are themost significant events of the recent past?

What benefit does the group foresee in the study of theindustry?



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The Customer Gap

The Customer Gap is the difference between the Customers Expectations and

Customers Perception

Customers Expectations are Market Controlled factors:

Pricing, Advertising, Sales Promotion

Innate personal needs, word-of-mouth, competitiveoffering



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Customer Gap

ExpectedService

How well does the company

understand expectations ofService Quality?

PerceivedService

How well does companyunderstand the customers

perception about theservice?



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Sources of Customer Expectation. Business must have a clear understanding of its customer.

(Customer Segmentation) Sources Customer expectations are market controlled

factors:

Service Guarantee Sales Promise Price comparison

And Factors that a marketer has limited ability to affect: Innate personal needs Word of mouth communication Competitive offering



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Consumer Behavior in Services

Focus is How consumers seek, choose, purchase and evaluate

services?

Many influences affect the process:

(2 important factors are)

Consumers life stage (childhood to retirement)

Personal background and upbringing.



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Why do you purchase Services? Time Deficiency

Concentrate on Core

Lack of knowledge (about the process and not service!)

Limited resources Cost of performing V/s. Cost of buying

ALL OF THE ABOVE ARE INTER RELATED TO A LARGE EXTENT.



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Classification of Service



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Buying process



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Search PropertyWhat is your buying process for a Car?

Kitna deti hai?

Sedan or Hatchback

eg room

Acceleration

Brand and after sales service



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Search Properties Do you purchase Pre Packaged food?

How do you make a choice of what you want to buy?



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Search Properties Search properties are product characteristics that

customers can easily evaluate and compare prior topurchasing the product.

best product to purchase.

They are often objective measures of productperformance.

Basically, customers can gather information and makecomparisons prior to the time they make a purchase



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Experience Properties Esselworld claims it is the Island of Fun

Do you agree with this?

Why?

Have you ever been to any other entertainment park?



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Experience Properties Experience properties are product characteristics that

cannot be evaluated prior to purchase, but must beexperienced by the customer in order to be evaluated.

Marketers may attempt to describe these properties inadvertising, but ultimately customers realize thatevaluating them requires experiencing the product.



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Experience Properties Some examples in our daily life:

barber shops, (Javed Habib / Lakme beauty store)

banks, (PSU, Private, Co-op)

ote s an restaurants

Mobile / Internet Service Providers,

retail stores.



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Credence Properties Have you seen the commercial on Emami Fair and

Handsome or the commercial of a Chinese Oil to GrowHair?

Would you trust the product if it were to be reinforcedthrough a specialist?



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Credence Properties Do you feel you are receiving the right education in

this Services Marketing class?

What is the basis of your judgment?



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Credence PropertyJet Airways Your Experience

Best First-Class Service in the World award at Business Travellers 20th annual

Best in Business Travel awards Best Business Class & Best Economy Class at the Business Traveller Awards

Best Overall in Entertainment at the Avion Awards 2010

Best Long Haul Carrier ex-Brussels award at the Tm Travel Awards 2009.

Best Eastbound Airline from India and Best domestic Airline in India awards atthe Abacus Tafi Awards 2009.

Business Travellers Best Indian Airline Award In London.



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Credence Properties Credence properties are product characteristics

which cannot be easily evaluated even afterthecustomer has experienced the productinstead the

credible source. The reason they cannot be evaluatedis that the typical customer does not have enoughknowledge or expertise to make an accurate

evaluation. As a result, customers wind up relying onthe opinion of supposed experts, who give anevaluation and make comparisons.



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Search, Experience and Credence Properties



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Buying process



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Consumer Behavior Stages in Consumer Decision Making and Evaluation

of Services:

Consumer Choice

onsumer xper ence

Post Experience



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Steps that lead to Purchase Steps for goods and Services are similar

Need Recognition

Information Research

va uat on o a ternat ves

PURCHASE



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Maslows Hierarchyof Needs

Need for ersonal services

Needto Joinclasses

for oil painting,bungee jumping

Need of Food and drink during shopping / sight seeing

Need to buy Auto cop security systems whenyou realize thefts in the neighborhood

Need to socialize and network inClubs, go out on vacation with family.

such as massage and Spas, plastic

surgery such as Nose Job, Lip Job etc.



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Need Recognition



PURCHASE



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Information SearchWhy does consumer search information about the

goods or services?

Reduces the risk

a e cus omer ee more con en a ou e c o ces



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Information search Extensive and formalised Process if the service is

important or warrants major investment

Quick and relatively automatic if the service does not.



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Modes of Information research Personal and non Personal

Mass media eg. TV Commercials, Print Ads, Hoardings

Talking to aqautainces, friends, experience sites

or o out

Rating services and Professional associations!

Personal influence plays a very important role when the

services become complex or when the objectivitystandards by which to evaluate the product decreases.



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Information Search Perceived Risk Financial Risk (exchange, refund)

Performance Risk (guarantees, warranty, trial offer)

Social Risk (use of unbranded, perciaeved cheap)

Physiological risk (will affect the physical / mental state)



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Need Recognition



PURCHASE



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AlternativesVisit the establishment (place where service is

delivered)

Lower no. of service providers in a geography /

Limited information on services offered and provided.

Generally customers accept the first available option.

Decision between self performing or buying srvices.



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Need Recognition



PURCHASE



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Service Purchase The major difference in Service purchase as opposed to

Goods purchase is that a customer can touch and feelthe goods before purchase while services are produced

.

Taking a vacation Visiting a doctor



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Consumer ExperienceAll services are Experience. Each interaction is a

unique experience.

ets scuss your exper ence ast t me your octor

ordered for a medical check up. Involvement of Multiple parties

Doctor

Path Lab + Radiology Lab etc Chemist

SERVICE AS PROCESS



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Consumer ExperienceWhy do Bartenders twist and turn the bottles while

serving? you are more interested to see the tricks than the drink

In your favorite restaurant, do you prefer to be servedby a particular waiter? need a repeat service

In your B-school, do you have a favorite professor? knowledge of the contact is critical

SERVICE PROVISION AS DRAMA



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x v


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CaseletYou went to a super market to buy yourself a Lunch box.

At the entrance you were greeted by the sales rep with awarm smile. You states your requirement and the rep

boxes were placed. At the section he requested the Aislesales person to assist you.

The aisle sales person asked you question on your

requirement and within a minute presents you thelunch box you were looking forward to buy.

HOW DO YOU RATE THIS EXPERIENCE?



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Caselet (Contd.) Later, you visited your friend for lunch and saw a nice

window curtain. You would like to have the samewindow curtain.

,

friend to buy the curtain.

What are your expectation?



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Customer Expectations They are beliefs about service delivery that serve as a

standard or a reference points against whichperformances are judged.

Customers compare their perception of performancewith reference points while evaluating the servicequality.



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Caselet Travel experience to Olympics The choice of the airlines was dependent on:

Good looking On-flight personnel

Food and Beverage - Quality / Quantity

-

Leg space Baggage allowance

Punctuality (on time performance)

Brand Image

Knowing what customer expects is prime to deliveringQuality Service.



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Our Goal for the day Types of Customer Service Expectations

Factors that influence Customer Service Expectation

Issues involving Customer Service Expectation



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Caselet You have planned a dinner with your best friend whom you

have been with now for the past 10 years. It is just for a quick catch up on recent things

What would be your ideal setting for this dinner?

It is just a quick catch up.We have known each other for long.

Any restaurant where we can catch for a quick while will do



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CaseletYou have planned a dinner with your friend whom you

have known for the past 3 months. It is social dinner to know more about each other


It is just a quick catch up.

We are on our way to building up a strong friendship.

A good restaurant where we can have good food and talk



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CaseletYou have planned a dinner with a group of friends

from your school. This is your first group dinner after you all have

com leted our schoolin


Meeting after a long time.

Let me check if anyone knows a good place for thisgathering.



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CaseletYou have planned a dinner with your client with whom

you are expecting a huge order that will help you scalenew heights in business.


Very important client. Needs to be taken care off.

Expensive restaurant and excellent food is what I want!!!



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CaseletYou have planned a dinner with your Fianc.

This is a dinner to celebrate the anniversary of yourcommittment to each other.



Possible levels of customer expectation


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Desired level of service



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Levels of Expectation The highest level of expectation is termed as the

desired service Level of this service is what the customer wished for

es re serv ce s a en o w a cus omer e eves

can be and should be



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CaseletWhat is the ideal company you would like to work for?

What is the role you are expecting in that company?

God forbid! If the company does not have a vacancy orthe role is not available.

What will you do?



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Levels of Expectation

Adequate Service represents the minimum tolerableexpectation. It is the bottom level of performance

.



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Levels of Expectation Do customers hold the same level of expectation for

service firms of the same industry?



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Zone of Tolerance Services are Heterogeneous.

Depends on employee and customer action

erv ce may vary etween prov ers

It may vary within the same provider

It may also vary with the same employee

The extent to which the customers are willing to acceptthis variation is called as the Zone of Tolerance



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Zone of Tolerance

Zone of Tolerance



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Zone of Tolerance Different customers possess different zone of tolerance

Narrow zone of Tolerance means tighter ranger ofserv ce rom t e prov er

Price is an important factor in Zone of Tolerance.When Price increase tolerance reduces. This is because

the adequate service pushes up.



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Zone of Tolerance It varies for different service attributes or dimensions.

The more important the factor, the narrower is thezone.

Your promised your friend to return an amount heloaned you in 10 days. He missed the date.

What is the level of trust you have on your friend?



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Zone of Tolerance


Zones of Tolerance for


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First-Time and Recovery Service



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Desired Service Expectation Personal Needs

These are states or conditions for essential to thephysical or psychological well being of a customer.

It is the customers generic attitude about the meaning ofservice and proper conduct of a service provider.



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Caselet Recollect the eg. of the financial advisor:

My friend benefited with is service I did not like the advisor

y r en prov e a e ree om o m n

recommending the investments He needed a person to take care of the excess money he hasgenerated.

My expectations from him were limited to providing meguidance to schemes where I could earn more than mycurrent earnings .



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Your ExpectationYou with your family are out for a dinner.

You ordered your dinner and have been served.

You need some more Rotis and asked the waiter toget t em or you



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Expectation of Service In the case of the Financial advisor the personal need

was different and hence the expectation of service wasalso different

In the restaurant you ordered for more rotis expectingthat you will be provided with rotis immediately asyou have already been served

(This is the least you expect as service in a restaurant!!!)



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Factors that Influence Desired Service


omp e y ay a e a a ayra e a@gma .com


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Adequate Service Expectation Level of service which customer finds acceptable.

The determinants of Adequate Service are short term. Temporary service intensifiers

In case of a breakdown of the car on the highway

erce ve serv ce a erna ves

Investing in a mutual fund SIP V/s. recurring deposit in a Bank

Choice between driving to work or hiring a cab.

Customer self perceived service role

A customer will be dissatisfied if he is asked to reiterate the car problems which hehas already mentioned while booking the service.

Zone of tolerance increases if the cutomer is not fulfilling his duties Situational factors

Gujrat Earthquake in 2002 or Tsunami in 2005. Cutomer tolerance level increasedwith insurance Cos.

Predicted Service

Already know the service you will get. Eg is visiting an Udipi restaurant for a snack


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Factors that influence Adequate Service


C f i !!!


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Confusion!!!Predicted Service Desired Service

It is an estimate of the servicethat the customer will receive

Desired service expectationsare global assessments

rather than in overall

relationship with the serviceprovider.

It is almost an estimation ofwhat will happen in the nexttransaction,

service transaction.


Sources of Desired and Predicted


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Service ExpectationExplicit Service

Promises

Implicit ServicePromises

PredictedService

Word-of-Mouth

Past ExperienceZone

of

Tolerance

Desired Service

Adequate Service


O G l f th d


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Issues Customer Service Expectation

Un-realistic Expectations

Customer Delight Exceed Expectation

Raising the bar

Stay ahead of Competition.



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Wh i C t ?


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Who is a Customer? The most important person in any business.

He/she is not dependent on us, but we are on him/her. He/she not an interruption for our work, but rather

t e purpose or t.

Does us a favor when he/she calls, we are not doinghim/her a favor serving them

Is part of our business, not an outsider

Compiled by Prof. Ajay Raheja ([email protected])

A customer is


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A customer is Is a human being like us, with the same feelings and

emotions Is not someone to argue with, or match wits with

r ngs us t e r wants, t s our o to u t ese

needs and wants Is deserving of the most courteous and attentive

service we can provide

Is the life blood of every business


The Golden Rule


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The Golden Rule


The Platinum Rule


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The Platinum Rule


Customer Perceptions


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Customer Perceptions Perceptions are Dynamic, evaluation may shift from

time to time - person to person culture to culture

qua y serv ce o ay may ecome a norm

tomorrow


Example for our daily life


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Example for our daily life Did we ever imagine 15 years back that home delivery

of food could get pegged to 30 minutes Dominos has set a standard.

We as consumers of services would expect that the

food be delivered to us whether it is Dominos or anyother restaurant within 30 minutes.


Example from our daily life


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Example from our daily lifeAt a multiplex - movie theatre, we are now served with

eatable and drinks at our seat.

our ews

I get my eatables on my seat and can enjoy the movieswithout missing any part

What a disturbance; these guys have an art to disturbyou during the most critical scene / dialogue

Compiled by Prof. Ajay Raheja ([email protected])Compiled by Ajay Raheja ([email protected])

What is Customer Satisfaction?


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What is Customer Satisfaction? Quote from Richard L Oliver

Everyone know what satisfaction is, untill asked togive definition. Then it seems nobody knows


What is customer satisfaction?


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What is customer satisfaction? Satisfaction can be viewed as contentment

Satisfactions can be associated with Feeling of pleasure

Fee ing o appiness

Surprise in a positive way (may lead to delight) Removal of negative

Sense of relief

Feeling of ambivalence


What determines Csat?


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What determines Csat? Personal factors play a very important role :

Mood or emotional state of mind. Situational factors

p n on o r en s an am y


Experience from our daily life


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Experience from our daily lifeYou are out on a vacation with your friends to Goa. You

have booked yourself a nice exotic resort in Goa.What will you judge in the resort to state that you were

Resort ambience, features such as the pool, access tocasino, access to the golf facility, restaurants, room

comfort, helpfulness and courtesy of the staff. Mostimportant the Price

Customer Satisfaction is determined by - Product and Service Feature



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have booked yourself a nice exotic resort in Goa.You and your friends are having a fun time. One of

himself and had to be hospitalized. What as a customer will be your Csat level?

Customer Satisfaction is determined by - Customer Emotion




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Experience from our daily lifeAfter buying and using Sandhi Sudha, you were

surprised by the results / outcome. Outcome Possibilities

1. ou rea y overcame t e pa n

(2.) Your pain did not subsideWill Sandhi Sudha take responsibility of the outcome?

Customer Satisfaction is determined by - Product / Service Success




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Experience from our daily lifeYour mom asked you to buy a kilo of Tomatoes on your

way back home.You stopped at the market and bought the Tomatoes as

.

While making the payment he took Rs. 20 from you,while the other lady who was also buying the Tomatoesof the equal quantity paid Rs. 15?

Are you Ok with the purchase?

Customer Satisfaction is determined by - Perception of Equity / Fairness




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have booked yourself a nice exotic resort in Goa.Will your level of satisfaction depend on the

C Sat is determined by - Other customers, family and friends


What is customer satisfaction?


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What is customer satisfaction? Satisfaction can be viewed as contentment

Satisfactions can be associated with Feeling of pleasure

Fee ing o appiness

Surprise in a positive way (may lead to delight) Removal of negative

Sense of relief

Feeling of ambivalence


Outcome of Customer Satisfaction


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Outcome of Customer Satisfaction Increased customer retention

Positive word-of-mouth communications Increased revenues 100%

)

0%

20%

40%

60%

80%

Verydissatisfied

Dissatisfied Neithersatisfied

nordissatisfied

Satisfied Verysatisfied

Loyalty

(rete

ntio

Satisfaction measure


Satisfaction V/s. Service Quality


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Satisfaction V/s. Service Quality Satisfaction is viewed as broader concept while Service

Quality focused specifically on the dimension of theservice.

.

Customer judge quality of service based on theirperception of outcome




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Dimensions of Service Quality


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Dimensions of Service QualityReliability

Responsiveness

ServiceQuality

Assurance

Empathy

TangiblesTEARR


Five Dimension of Service Quality Providing service as promisedRELIABILITY

Giving customers individual attentionEMPATHY


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y Providing service as promised

Dependability in handling customersservice problems

Performing services right the first time

Providing services at the promised time

Maintaining error-free records

Giving customers individual attention

Employees who deal with customers in acaring fashion

Having the customers best interest at heart

Employees who understand the needs oftheir customers

Convenient business hours

Keeping customers informed as towhen services will be performed

Prompt service to customers Willingness to help customers

Readiness to respond to customersrequests

Employees who instill confidence incustomers

Making customers feel safe in theirtransactions

Employees who are consistently courteous

Employees who have the knowledge to

answer customer questions

ASSURANCE

Modern equipment

Visually appealing facilities Employees who have a

neat, professional appearance

Visually appealing materials associatedwith the service

TANGIBLES

Service Encounters


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It is the moment of truth occurs any time the customer interacts with the firm can potentially be critical in determining customer satisfaction

and loyalty

remote encounters

phone encounters face-to-face encounters

is an opportunity to: build trust

reinforce quality build brand identity increase loyalty


What was your service encounter

when you visited a hotel last time?


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y

Check-In

Bellbo Takes to Room

Request Wake-Up Call

Checkout

Restaurant Meal


Example of Service Encounter of an

office purchase


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Critical Service Encounters


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GOAL

understanding actual events and behaviors thatcause customer dis/satisfaction in serviceencounters

METHOD

Critical Incident Technique DATA

stories from customers and employees

OUTPUT identification of themes underlying satisfaction

and dissatisfaction with service encounters


Critical Incidents Technique Study


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Think of a time when, as a customer, you had a

particularlysatisfying (dissatisfying) interaction withan employee of __________

What specific circumstances led up to this situation?

Exactly what was said and done?

What resulted that made you feel the interaction wassatisfying (dissatisfying)?


Themes in Critical Service Encounters


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Recovery


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DO DONT

Acknowledge problem

Explain causes

Ignore customer Blame customer

Apologize

Compensate/upgrade

Lay out options

Take responsibility

eave customer to en orhim/herself

Downgrade

Act as if nothing is wrong


Adaptability


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DO DONT

Recognize the seriousness ofthe need

Promise, then fail to followthrough

Ac now e ge

Anticipate Attempt to accommodate

Explain rules/policies

Take responsibility

Exert effort to accommodate

Ignore

Show unwillingness to try Embarrass the customer

Laugh at the customer

Avoid responsibility


Spontaneity


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DO DONT

Take time

Be attentive

Exhibit impatience

Ignore

Anticipate needs

Listen Provide information (even if

not asked)

Treat customers fairly

Show empathy

Acknowledge by name

Yell/laugh/swear

Steal from or cheat acustomer

Discriminate

Treat impersonally


Coping


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DO DONT

Listen

Take customers

Explain

Let go of the customer

Let customers

dissatisfaction affect others


The Evidence of Service from the

Customers Point of View Contact employees


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Operational flow of

activities

Contact employees

Customer him/herself

Other customers

PEOPLE

Flexibility vs.

standard Technology vs.

human

Tangible

communication Servicescape Guarantees Technology

PROCESS PHYSICALEVIDENCE



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services marketing - ppt shared 1

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