* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download nImportance of marketing
Internal communications wikipedia , lookup
Pricing strategies wikipedia , lookup
Social media marketing wikipedia , lookup
Yield management wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Product planning wikipedia , lookup
Subscription box wikipedia , lookup
Marketing plan wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Green marketing wikipedia , lookup
Service parts pricing wikipedia , lookup
Sales process engineering wikipedia , lookup
Revenue management wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Street marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Visual merchandising wikipedia , lookup
Global marketing wikipedia , lookup
E-governance wikipedia , lookup
Marketing strategy wikipedia , lookup
Direct marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Customer experience wikipedia , lookup
Customer relationship management wikipedia , lookup
Customer satisfaction wikipedia , lookup
Customer engagement wikipedia , lookup
MNH, MKT 601, CH013-14TH MKT: 601 Chapter 13: Designing and Managing Services The Nature of Services/Service Industries are Everywhere Categories of Service Mix Pure tangible Tangible with service Hybrid Major service with minor goods Pure service Difference in good vs. service marketing INTANGIBILITY Positioning strategy tangible through any number of marketing tools Place /People /Equipment /Communication material/Symbols/Price INSEPARABILITY Whereas physical goods are manufactured, put into inventory, distributed through multiple resellers and consumed later, services are typically produced and consumed simultaneously. VARIABILITY So, invest in good hiring and training procedures to avoid Competence/Courtesy/Credibility/Reliability/Responsiveness/Communication Standardize the service-performance process throughout the organization – Blueprint of overnight hotel stay [FIGURE 13.3] Monitor customer satisfaction- Customer surveys and comparison shopping 1 MNH, MKT 601, CH013-14TH PERISHABILITY Demand side Differential pricing (peak/off peak) Non peak demand can be cultivated Complementary services Reservation Systems Supply side Part-time employees Peak time efficiency routines Increased consumer participation Shared services Facilities for future expansion 2 MNH, MKT 601, CH013-14TH The New Services Realities A Shifting Customer Relationship CUSTOMER EMPOWERMENT Customers are becoming more sophisticated about buying product-support services and are pressing for “unbundled services.” They may desire separate prices for each service element and the right to select the elements they want. CUSTOMER COPRODUCTION The reality is that customers do not merely purchase and use a service; they play an active role in its delivery.33 Their words and actions affect the quality of their service experiences and those of others, and the productivity of frontline employees. Solution for Customer Failures 1. Redesign processes and redefine customer roles to simplify service encounters. One of the keys to Netflix’s success is that it charges a flat fee and allows customers to return DVDs by mail at their leisure, giving customers greater control and flexibility. 2. Incorporate the right technology to aid employees and customers. Comcast, the largest cable operator by subscribers in the United States, introduced software to identify network glitches before they affected service and to better inform call-center operators about customer problems. Repeat service calls dropped 30 percent as a result. 3. Create high-performance customers by enhancing their role clarity, motivation, and ability. USAA reminds enlisted policyholders to suspend their car insurance when they are stationed overseas. 4. Encourage “customer citizenship” so customers help customers. At golf courses, players can not only follow the rules by playing and behaving appropriately, they can encourage others to do so. SATISFYING EMPLOYEES AS WELL AS CUSTOMERS Excellent service companies know that positive employee attitudes will promote stronger customer loyalty. Instilling a strong customer orientation in employees can also increase their job satisfaction and commitment, especially if they have high customer contact. Employees thrive in customer-contact positions when they have an internal drive to (1) pamper customers, (2) accurately read customer needs, (3) develop a personal relationship with customers, and (4) deliver quality service to solve customers’ problems Holistic marketing for services [External (C-CU) Internal(C-E) Interactive marketing (E-CU)] Achieving Excellence in Services Marketing Best Practices of Top Service Companies Strategic concept (Satisfying needs) Top management commitment High standards Profit Tiers Monitoring systems 3 MNH, MKT 601, CH013-14TH IPA I M P O R T A N C E A B CONCENTRATE HERE KEEP UP D C POSSIBLE OVERKILL LOW PRIORITY PERFORMANCE SATISFYING CUSTOMER COMPLAINTS Differentiating Services Finally, customers who view a service as fairly homogeneous care less about the provider than about the price. Marketing excellence requires service marketers to continually differentiate their brands so they are not seen as a commodity. PRIMARY AND SECONDARY SERVICE OPTIONS Marketers can differentiate their service offerings in many ways, through people and processes that add value. What the customer INNOVATION WITH SERVICES 4 MNH, MKT 601, CH013-14TH Managing Service Quality Managing Customer expectations Gaps Between Consumer expectations and management perceptions Management Perceptions and service quality specifications Service quality specifications and delivery Service delivery and external communication Perceived service and expected service 5 MNH, MKT 601, CH013-14TH Five Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles Incorporating Self-Service Technologies (SSTs) Managing Product Support Services Identifying and satisfying customer needs Customer has worries of Failure frequency Service time Cost Post sale Service Strategy Customer Service Evolution/Dealer provide service Customer service imperative/Warranty 6