Download Def. Service - Universiti Putra Malaysia

SERVICE MANAGEMENT
MGM 4204
Dr Mass Hareeza Ali
Department of Marketing & Management
Faculty of Economics & Management
Universiti Putra Malaysia
[email protected]
Def. Service
Services are deeds,
processes, and performances
 Services & technology
Customers & employees
(support in making more
effective and efficient in
delivering service)
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Goods Vs Services Marketing
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Intangibility – service are
performance or actions; cannot be
seen, felt, tasted, or touched
- advertising and promotional
material
Heterogeneity – no two services will
be precisely alike; each will have
unique demands or experience
Simultaneous Production and Consumption
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Most services are sold first and then
produced and consumed
simultaneously; goods are produced
first, then sold and consumed.
Customer: Affect each others’
experiences
Continue…
• Perishability – service cannot be saved,
stored, resold, or returned
- must be creative; eg hair cut
Service Marketing Mix
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Traditional Marketing Mix: 4 p’sproduct, price, place, and promotion.
Expanded Mix: Additional 4 p’s –
includes people, physical evidence
and process.
Staying focused on Customer
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Gaps Model of Service Quality
The customer Gap: Expected service
– perceived service
Stages in Consumer decision making
and evaluation of services:
* Need recognition – information
search –evaluation of alternatives –
purchase & consumption –
postpurchase evaluation
The role of Culture in Services
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Effects on the ways customers evaluate
and use services
Influences how companies and their
service employees interact with customers
Major area: language (verbal vs
nonverbal), values and attitudes,
manners, material culture, aesthetics
(culture ideas abt beauty & good taste),
educational & social institutions
Customer Expectations
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Desired service: the level of service
the customer hope to receive
Adequate service: the level of service
the customer will accept
Factors influence customer expectations of
service
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Sources of desired service expectations:
personal needs, derived service
expectations, personal service philosophy
Sources of adequate service expectations;
transitory service intensifiers, perceived
service alternatives, self-perceived service
role and situational factors, predicted
service
Internal/external factors influence desired
service & predicted service expectations
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Explicit service promises: personal
(eg salespeople)/nonpersonal (eg
advertising, brochures) statements
Implicit service promises: quality
cues-prices and tangibles associated
with service
Word of mouth
Past experience
What determines Customer satisfaction
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Product and service features
Consumer emotions
Attributions for service success or
failure
Perceptions of equity or fairness
Other consumers, family members
and coworkers
Service quality dimensions
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Reliability: accurate and dependably
Responsiveness: prompt service
Assurance: trust and confident
Empathy: caring, attention to
customers
Tangibles: appearance of physical
facilities, equipment, writing material
Types of service encounters
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Remote encounters: ATM
Phone encounters: Insurance Comp.
Face to face encounters: theme
parks
Service research program
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Qualitative and quantitative research
Both perception and expectations of
customers
Balances the cost of research and the
value of information
Statistical validity when necessary
Measures priorities or importance
Appropriate frequency
Loyalty or behavioral intentions
SERVQUAL Survey
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Relationship surveys: customers with
the company including service,
product, and price.
Assignment
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Meeting dateline
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Take home quiz