菲利普科特勒-市场营销第10版全套19个PPT14.ppt

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1、Chapter14DesigningandManagingServicesObjectivesServiceDefinitions&ClassificationsHowServicesDifferGoodsImprovingServiceDifferentiation,Quality,&ProductivityImprovingCustomerSupportServicesCategoriesofServiceMixPureServiceTangibleGoodw/ServicesMajorServicew/GoodsH

2、ybridPureTangibleGoodServicesInseparabilityServicescannotbeseparatedfromtheirprovidersPerishabilityServicescannotbestoredforlatersaleoruseIntangibilityServicescannotbeseen,tasted,felt,heard,orsmelledbeforepurchaseVariabilityQualityofservicesdependsonwhoprovidesth

3、emandwhen,where,andhowFourServiceCharacteristicsServicesInseparabilityIncreaseproductivityofprovidersPerishabilityMatchsupplyanddemandIntangibilityUsecuestomakeittangibleVariabilityStandardizeserviceproduction&deliveryOvercomingServiceChallengesThreeTypesofMarket

4、inginServiceIndustriesInternalmarketingCompanyCustomersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustryServiceDifferentiationOfferDeliveryImageService-QualityModelExpectedserviceManagementperce

5、ptionsofconsumerexpectationsMarketerConsumerGap1Servicedelivery(includingpre-andpost-contacts)Gap3Translationofperceptionstoservice-qualityspecificationsGap2Gap5PerceivedserviceExternalcommuni-cationstoconsumersGap4PersonalneedsPastexperienceWord-of-mouthcommunic

6、ationsDeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangiblesServiceExcellenceStrategicConceptTop-ManagementCommitmentHighStandardsMonitoringSystemsSatisfyingCustomerComplaintsSatisfyingBothEmployees&CustomersManagingProductivityImportance

7、-PerformanceAnalysisA.ConcentratehereB.KeepupthegoodworkD.PossibleoverkillC.LowpriorityExtremelyimportantSlightlyimportantExcellentperformanceFairperformance1291113121434567810#=AttributesComplaintResolutionHiringCriteria&TrainingforEmployeesDevelopGuidelinesforF

8、airnessRemoveComplaintBarriersAnalyzeTypes&SourcesofComplaints