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Part 6 MANAGING SERVICE PROMISES McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Figure 2.6 Gaps Model of Service Quality Expected Service CUSTOMER Customer Gap COMPANY Perceived Service Service Delivery Gap 4 External Communications to Customers Gap 3 Customer-Driven Service Designs and Standards Gap 1 Gap 2 Company Perceptions of Consumer Expectations McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Provider Gap 4 CUSTOMER COMPANY Service Delivery The Communication Gap External Communications to Customers Part 6 Opener McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Figure 16.1 Communications and the Services Marketing Triangle Company Internal Marketing Vertical communications Horizontal communications Employees Interactive Marketing External Marketing Communication Advertising Sales promotion Public relations Direct marketing Customers Personal selling Customer service center Service encounters Servicescapes Source: Kotler, Philip, Marketing Management: Analysis, Planning, Implementation, and Control, 9th Edition, © 1997. McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Figure 16.2 Approaches for Integrating Services Marketing Communication Manage customer expectations Manage service promises Goal: Delivery is greater than or equal to promises Improve customer education Manage internal marketing communication McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Figure 16.3 Approaches for Managing Service Promises MANAGING SERVICE PROMISES Create effective services communications McGraw-Hill/Irwin Coordinate external communication Make realistic promises Offer service guarantees Goal: Delivery is greater than or equal to promises © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Exhibit 16.2 Services Advertising Strategies Matched with Properties of Intangibility Source: Adapted from B. Mittal, “The Advertising of Services: Meeting the Challenge of Intangibility,” Journal of Service Research, 2, no. 1, August 1999, pp. 98–116. McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. useThe only with EssentialsCompanies, of MarketingInc. All rights reserved. McGraw-Hill/Irwin (left) Courtesy Boise Cascade Office Products; (right) Courtesy of Sauder Woodworking Company—for © 2006 McGraw-Hill Figure 16.5 Approaches for Managing Customer Expectations Offer choices Create tiered-value offerings Communicate criteria for service effectiveness Negotiate unrealistic expectations Goal: Delivery is greater than or equal to promises McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Figure 16.6 Approaches for Improving Customer Education Goal: Delivery is greater than or equal to promises McGraw-Hill/Irwin Prepare customers for the service process Confirm performance to standards Clarify expectations after the sale Teach customers to avoid peak demand periods and seek slow periods © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Figure 16.7 Approaches for Managing Internal Marketing Communications Goal: Delivery is greater than or equal to promises Create effective vertical communications Create effective horizontal communications Align back-office personnel with external customers Create cross-functional teams McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.