Services Marketing

Introducing Services Marketing

Opportunities & Challenges for Services Marketing

The Services Maketing Triangle

Service Gaps Model

Gap1 : Expectations Cap

Gap2: Service Standards & Designs Gap

Gap3: Delivery Gap

Gap4: Communication Gap

Focusing on the customer

Servcie Evaluation Process

Service Discrepancy and Customer Satisfaction

Service Epectations Dimensions

Service Quality(SERVAQUAL)

Reliability Ability to perform the promised service dependably and accurately

Responsiveness Willingness to help customer sand provide prompt service

Assurance Acurtesy, knowlege, and aility to induce truest & confidence

Empathy Caring, individualized attention given to customers

Tangibles

Conducting Service Research

An Overview of Service Research

Post-transacton Study Critical Incident Study Customer Satisfaction Study(Service Quality, Customer Satisfaction & Loyalty) Mystery Shopping Study Complaint/Lost Customer Study Service Gap Analysis (Service Audit) Staff Opinion Study Internal

Post Tansaction Survey

Customers complete a short automatecd telephone questionnaire using the telephone keypad The results are available online in real-time

Critical Incident Study

Service Encounters

Pick a particular satisfying (or dissatisfying) encouonter Describe what happened (what circumstances led up to this encounter? what did the employees do?) Why are you satisfied(or dissatisfied)?

Importance-Performance Analysis

Customer Satisfaction Study

Research Objectives:

Measure current levels of service quality and customer satisfaction & loyalty Identify key satisfaction & loyalty drivers Keep track of performance levels over time and in comparsion to competition(beanchmarking)

Customer Satisfaction Index (CSI) Service Excellence Index(SEI)