CH14 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料.ppt

Objectives Service Definitions Classifications How Services Differ Goods Improving Service Differentiation, Quality, Productivity Improving Customer Support Services Categories of Service Mix Three Types of Marketingin Service Industries Service Differentiation Service-Quality Model Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles ServiceExcellence Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees Customers Managing Productivity Importance-Performance Analysis Complaint Resolution Hiring Criteria Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types Sources of Complaints Review Service Definitions Classifications How Services Differ Goods Improving Service Differentiation, Quality, Productivity Improving Customer Support Services * ?2000 Prentice Hall * Pure Service Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Tangible Good Services Inseparability Services cannot be separated from their providers Perishability Services cannot be stored for later sale or use Intangibility Services cannot be seen, tasted, felt, heard, or smelled before purchase Variability Quality of services depends on who provides them and when, where, and how Services Inseparability Increase productivity of providers Perishability Match supply and demand Intangibility Use cues to make it tangible Variability Standardize service production delivery Internal marketing Company Customers External marketing Employees Interactive marketing Cleaning/ maintenance services Financial/ banking services Restaurant industry Offer Delivery Image Expected service Management perceptions of consumer expectations Marketer Consumer Gap 1 Service delivery (including pre- and post-contacts) Gap 3 Translation of perceptions to service-quality specifications Gap 2 Gap 5 Perceived service External communi- cations to consumers