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Service Design and Management Strategies

This document discusses key aspects of designing and managing services. It begins by defining what a service is and categories of service mixes. It then outlines four distinctive characteristics of services: intangibility, inseparability, variability, and perishability. Each of these characteristics is then explained in more detail. The document also discusses new service realities including customer empowerment. It outlines three types of marketing for services and best practices of top service companies. Finally, it discusses managing and improving service quality and identifies gaps that can cause unsuccessful service delivery.

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Mehak Khan
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146 views22 pages

Service Design and Management Strategies

This document discusses key aspects of designing and managing services. It begins by defining what a service is and categories of service mixes. It then outlines four distinctive characteristics of services: intangibility, inseparability, variability, and perishability. Each of these characteristics is then explained in more detail. The document also discusses new service realities including customer empowerment. It outlines three types of marketing for services and best practices of top service companies. Finally, it discusses managing and improving service quality and identifies gaps that can cause unsuccessful service delivery.

Uploaded by

Mehak Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Chp 12 : DESIGNING AND

MANAGING SERVICES
Presented by
KiranNaseem
B.S 6

SERVICE
An act or performance
offered by one person
to another. It tends to
be intangible and does
not result in ownership
of anything. Services
can be bought and sold
but cannot be held.

Categories Of Service Mix


Pure
Pure tangible
tangible good
good
Tangible
Tangible good
good with
with
accompanying
accompanying
services
services
Hybrid
Hybrid
Service
Service with
with
accompanying
accompanying
goods
goods and
and services
services
Pure
Pure service
service

Distinctive Characteristics
Of Services
Intangibility
Inseparability
Variability
Perishability

Intangibility

Services cannot be seen,


tasted, felt, heard or smelled
before they are bought.
Service companies can try to
demonstrate their service
quality through physical
evidence and presentation.
Like: Place, People,
Equipment, communication
material and price
For example: dominos if unable to deliver the
pizza in 30 minutes then the pizza will be free.

Inseparability
Services are typically produced
and consumed simultaneously.
Service provider and client
interaction is a special feature
of services marketing

Variability

The quality of services depends on who


provides them, when and where and to
whom, services are highly variable.
How to Increase Quality Control

Invest in good hiring and


training procedures
Standardize the
service-performance process
Monitor customer satisfaction

Perishability
Services cannot be stored, so their parish
ability can be a problem when demand
fluctuates
Matching Demand and Supply

Demand side

Differential pricing
Nonpeak demand
Complementary services
Reservation systems

Supply side

Part-time employees
Peak-time efficiency
Increased consumer participation
Shared services
Facilities for future expansion

The New Service


Realities

1 Customer
Empowerment

Three types of marketing in


Services

Achieving Excellence In
Services Marketing

External marketing
describe the normal work of
preparing pricing distributing and
promoting the services to customer

Internal marketing

Interactive marketing

describe
the work to train and motivate
employees to serve customer.
describes the employees skill in
serving the clients because the client
judges services not only by technical
quality but also its functional quality.

Best Practices Of Top Service


Companies
Various studies have shown that well
managed service companies share the
following common practices

Strategic Concept
Top Management Commitment
High Standards
Profit Tiers
Monitoring Systems
SatisfyingCustomerComplaints

Differentiating
Services
Primary Service
Secondary Service
INNOVATION WITH SERVICE

Managing Service
Quality
The service quality of a firm is tested at
each service encounter. If service
personnel are bored, cannot answer
simple questions, or visiting with each
other while customers are waiting,
customers will think twice about doing
business again with that seller

Improving Service
Quality

Listening
Reliability
Basic service
Service design
Recovery
Surprising customers
Fair play
Teamwork
Employee research
Servant leadership

Gaps That Cause Unsuccessful


Service Delivery

Gap between consumer expectation


and management perception
Gap between management perception
and service-quality specifications
Gap between service-quality
specifications and service delivery
Gap between service delivery and
external communications
Gap between perceived service and
expected service

Gaps Model
for improving service quality

THANK
YOU

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