Transcript Chapter 16 Overheads

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.