D:\Agsb Subjects\Markma\My 10 Concepts

DESIGNING AND MANAGING SERVICES

Michelle O. LibuitChelsea Shipping Corp.

February 2010

Top 10 Concepts

Outline

1. Services distinguished (How)2. Evaluating Services (How)3. Distinctive Characteristics (What)4. Categories of Service Mix5. Marketing Strategies (How)

Outline

6. Marketing Services ( How)7. Determinants of Service Quality8. Managing Service Quality9. Best Practices 10. Customer Interface System

1. Services Distinguished

Equipment or people based

Choices of process to deliver

Distinction of service offerings.

1. Services Distinguished

Client’s presence

Personal or business need

Objective and ownership

2. Evaluating Service

Search Qualities

Customer’s gauge for service quality.

2. Evaluating Service

Experience Qualities

2. Evaluating Service

Credence Qualities

Intangibility

Inseparability

Perish ability

Variability

Greatly affect the design of marketing program.

3. Distinctive characteristics adds value to the product.

3. Distinctive characteristics adds value to the product.

Kotler– Ritz Carlton Hotel

Local – Cebu Pacific

Chelsea –

Tangible good

Tangible good with accompanying service

Major service with accompanying minor service Hybrid

Service-value offerings.

Pure Service

4. Categories of Service Mix

Creating Strong BrandsInnovative, convincing personality image.

5. Analysis, Formulation and Implementation of Strategies

Best Utility Pole.

Post sale serviceCustomer remain loyal.

Delighting CustomersThe Best way to surpass expectation.

5. Analysis, Formulation and Implementation of Strategies

Kotler– General Motors

Local – Call Center ( BPO)

Chelsea –

6. Hollistic Marketing for Services

External Marketing

Internal Marketing

Interactive MarketingEmployees Customers

Customers remain loyal.

Chelsea

6. Holistic Marketing for Services

Kotler– Singapore Airlines

Local – The Secret of Toyota’s Success

Chelsea –

7. Determinants of Service Quality

Service dimension would be deemed satisfactory.

Responsiveness

Assurance

Reliability

7. Determinants of Service Quality

Empathy

Tangibles

7. Determinants of Service Quality

Kotler– Singapore Airlines

Local – Realty Industry

Chelsea –

8. Managing Service

Delivering a high service quality.

Results in customer satisfaction

Achievement of goals

8. Managing Service

Kotler– Ritz Carlton Hotel

Local – Araneta Center’s “Walk the talk”

Chelsea –

9. Best Practices of Service-Quality Management

Strategic Concept

Top management commitment

High Standards

Self Service Technologies

9. Best Practices of Service-Quality Management

Kotler– Rackspace

Local – Araneta Center’s “Walk the talk”

Chelsea –

10. Customer Interface System

Physical Presence and Appearance

Cognition

Emotion or Attitude

Connectedness

10. Customer Interface System

Kotler– Gethuman.com

Local – BPO’s

Chelsea –

Summary

1. Services distinguished (How)2. Evaluating Services (How)3. Distinctive Characteristics (What)4. Categories of Service Mix5. Marketing Strategies (How)

Summary

6. Marketing Services ( How)7. Determinants of Service Quality8. Managing Service Quality9. Best Practices 10. Customer Interface System

DESIGNING AND MANAGING SERVICES

Michelle O. LibuitChelsea Shipping Corp.

February 2010

Top 10 Concepts