kotler_mm_14e_13_ippt.ppt
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The document discusses key aspects of managing and designing services, including the different categories of service mixes, distinctive characteristics of services like intangibility and variability, ways to control quality such as investing in hiring and training and monitoring customer satisfaction, and best practices for services which involve strategic concepts, high standards, self-service technologies, and satisfying both customers and employees.
kotler_mm_14e_13_ippt.ppt
- 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-2 Categories of Service Mix Pure tangible good Good w/ accompanying services Hybrid Service w/ accompanying goods Pure service
- 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-3 Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability
- 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-4 Physical Evidence and Presentation Place People Equipment Communication material Symbols Price
- 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-5 How to Increase Quality Control Invest in good hiring and training procedures Monitor customer satisfaction Standardize the service-performance process
- 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-6 Figure 13.5 Three Types of Marketing in Service Industries
- 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-7 Best Practices Strategic Concept Top-Management Commitment High Standards Self-Service Technologies Monitoring Systems Satisfying Customer Complaints Satisfying Employees
- 8. Improving Service Quality Listening Reliability Basic service Service design Recovery Surprising customers Fair play Teamwork Employee research Servant leadership Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-8