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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
