Kotler Mkting Management Chapter 13

Designing and Managing Services give-and-take Questions 1. How do we define and classify proceedss? 2. How do services resist from goods? 3. How fucking we achieve excellence in marketing services ? 4. How whoremonger we improve service quality? 5. How croupe goods marketers improve customer service? Slide 2 of 29 The Nature of Services 2008 2018 Loss of 1. 2 million jobs 2008 2018 Gain of 14. 6 million jobs Slide 3 of 29 Service An act or performance one party can offer to another that is mostly intangible and does not result in the ownership of anything. Slide 4 of 29 Categories of Service cockle Mix of goods & services Pure Tangible Good Hybrid Pure ServiceSoap mobile phone phone Babysitting Slide 5 of 29 Service Characteristics impalpability variation Perishability Empty seats Inseparability Slide 6 of 29 impalpability Create tangible elements Place People Equipment Communication material Symbols charge Slide 7 of 29 Inseparability Work Faster Add more than Ser vice Providers Work with Larger Groups Slide 8 of 29 Variability Offer Guarantees Monitor Satisfaction Good Hiring and Training Slide 9 of 29 Overnight Hotel Stay Blueprint Slide 10 of 29 Perishability Empty seats Nonpeak Demand Complementary Services Reservation Systems first derivative Pricing Slide 11 of 29 New Services RealitiesCustomer empowerment Satisfying Employees Customer Co-production Slide 12 of 29 Root power of Customer Failure Slide 13 of 29 What Customers Want from Providers conditioned employees Address needs on first contact Treat me wish well a apprised customer 65% 64% 62% 54% 49% 49% 45% 43% 38% Demonstrates desire to learn my needs Can quickly access information Good value for the money Courteous employees Is a company/brand I can trust Treats me fairly Provides relevant/personalized service 0% 10% 20% 30% 31% 40% 50% 60% 70% Slide 14 of 29 Determinants of Service Quality Reliability Tangibles antiphonal Empathy Assurance Slide 15 of 29