Designing and managing services
Based on the book, marketing management by Kotler et. Al.
How can we improve service quality ?
• Service quality of a firm tested at each service encounter.
• Here we explore ways to manage & improve quality of service offered.
• Basix delivers financial services effectively, basing its business model on that of the grameen bank.
Factors Leading to Customer Switching Behavior
1. pricing
• High price.
• Price increases.
• Unfair pricing.
• Deceptive pricing.
2. inconvenience
• Location/hours.
• Wait for appointment.
• Wait for service.
3. Core service failure
• Service mistakes.
• Billing errors.
• Service catastrophe.
4. Service encounter failures
• Uncaring.
• Impolite.
• Unresponsive.
• Unknowledgable.
5. Response to service failure
• Negative response.
• No response.
• Reluctant response.
6. competition
• Found better service.
7. Ethical problems
• Cheat.
• Hard sell.
• Unsafe.
• Conflict of interest.
8. Involuntary switching
• Customer moved.
• Provider closed.
Managing customer expectations
1. Service quality model1. Gap b/w consumer expectation and management perception.
2. Gap b/w management perception and service-quality specification.
3. Gap b/w service quality specification and service delivery.
4. Gap b/w service delivery and external communications.
5. Gap b/w perceived service and expected service
2. Determinants of service quality
1. Reliability.
2. Responsiveness.
3. Assurance.
4. Empathy.
5. Tangibles.
Incorporating self service technologies (sst’s)
Credits & References
• Flickr.com • Images.google.com• En.Wikipedia.org
Created by Dhananjay Goel, IIT Delhi, During an Internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
PROF. SAMEER MATHURIIM LUCKNOW
DHANANJAY GOELIIT DELHI