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DESIGNING and MANAGING SERVICESChapter 13Kotler
Citation preview
CHAPTER 13: TOP 10 CONCEPTS
DESIGNING AND MANAGING SERVICESJustine Andrea C. ParedesAteneo School of Medicine and Public Health
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Wednesday May 12, 2010
Outline Nature of Service
Concept 1: Intangible Acts are Everywhere Concept 2: Service Cocktail Concept 3: Service Features Concept 4: Application of Features
Marketing Service Concept 5: Provider-Customer tandem Concept 6: Holistic Marketing
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Wednesday May 12, 2010
Outline Improving service quality
Concept 7: Filling the Gaps Concept 8: Best Practices
Creating strong brands in the service industry Concept 9: Brand Strategies
Product-Support Services Concept 10: Satisfying the Customer
Summary 3
Wednesday May 12, 2010
Concept 1:
Intangible Acts are Everywhere
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Business
GovernmentPrivate nonprofit
Manufacturing and Retail
Wednesday May 12, 2010
Concept 1:
Intangible Acts are Everywhere Kotler: Government
Local: Eastwood
Medical: ASMPH Emergency Rooms
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Wednesday May 12, 2010
Concept 2:
Service Cocktail
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1. Pure tangible good Kotler and Local: Soaps Medical: First Aid kit
2. Good with accompanying services Kotler: Cars, computers, cellphones Local: Honda Civic, Dell laptops, iPhones Medical: Diagnostic equipment
Concept 2:
Service Cocktail
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3. Hybrid Kotler: Restaurants Local: Wedding planner Medical: Hospitals
4. Service with accompanying goods Kotler: Airlines Local: LBC, gasoline stations Medical: Physical therapy
Concept 2:
Service Cocktail
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5. Pure Service Kotler: Massage Local: Helpers Medical: Healthcare professionals
Concept 3:
Service Features
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1. Intangibility
Physical evidence
Presentation
Kotler: Washington Mutual Local: Call centers Medical: Customer services in TMC
Concept 3:
Service Features
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2. Inseparability
Kotler: Blue Man Group in entertainment Local: Lawyers Medical:
Psychiatrists Family medicine doctors Pediatricians
Concept 3:
Service Features
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3. Variability
Kotler: General Electric and Citibank Local: Fast food chains Medical:
Bedside manners Doctor’s P-drug Individualized treatment
Concept 3:
Service Features
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4. Perishability
Kotler: Club Med, Disney’s Fastpass Local: Cebu Pacific promos Medical:
Medical equipment during trauma DevPed and TCM practitioners’
waiting line
Concept 4:
Application of Features
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Wednesday May 12, 2010
o Increasing Quality Control
o Demand = Supply
o Improving Service Quality
Concept 5:
Provider-Customer Tandem
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Wednesday May 12, 2010
Provider Failure?
Improve Customer
Relationship
Present
Customer Failure
Root Causes:•People•Technology•Process•ServicescapeFrom employees to customers
Solutions:•Redesign process, simplify roles•Incorporate right technology•Create high-performance customers•Encourage customer citizenship
Concept 6:
Holistic Marketing
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Kotler: Singapore Airlines
Local: Toyota Medical: TMC
Concept 7:
Filling the Gaps
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Service Delivery
External Communications
Concept 7:
Filling the Gaps
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Wednesday May 12, 2010
Service-Quality Specification
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Concept 8:
Best Practices
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Wednesday May 12, 2010
Strategic Concept
Management Commitment
High Standards
Self-Service Technology
Monitoring System
Employee Satisfaction
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Kotler: Rackspace, Hotel front desks, Gethuman.com, Paychex
Local: McDonalds/ Fast food chains
Medical: MVP and Dr. BengzonTMC standards vs QMMCCashier kiosks in TMC/St. LukesBenefits of employees
Concept 8:
Best Practices
Wednesday May 12, 2010
Concept 9:
Brand Strategy
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Image
Branding
Kotler: United Airlines, Comcast, Hilton Hotels Local: Greenwich, Biogesic Medical:
Hospitals, medical schools
Concept 10:
Satisfying the Customer
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Worries:•Failure Frequency•Downtime•Out-of-pocket Costs
Offer:•Facilitating Services•Value-augmenting Services•Service Contracts / Extended Warranties•Post-sale services (Customer and Repair & Maintenance)
Summary Nature of Service
Types, Characteristics, Applications Marketing Service
Customer failure Need for improved customer relationship Holistic marketing
Improving service quality Filling the Gaps, Best Practices
Brand Strategies Satisfying the Customer
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Grab the service opportunity
Market it holistically
Always aim for quality
Strategize in order to satisfy the Customer
Conclusion
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CHAPTER 13: TOP 10 CONCEPTS
DESIGNING AND MANAGING SERVICESJustine Andrea C. ParedesAteneo School of Medicine and Public Health
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Wednesday May 12, 2010