Service Marketing

quality customer service

experience of feeling valued/loved

quality culture

reducing & removing apparent difficulties/complications/deficits

culture

processes that support the company to operate everyday within bounds of its mission

• intangibility

• physical evidence

• inseparability

• perishability

• variability/heterogenity

service marketing characteristics

intangibility

services where senses can’t be used

(experiential product, extra features)

physical evidence

helps customer determine/judge product quality

inseparability

service exists only at the moment or during a period where person is engaged

perishability

services can’t be stored for future sales

variability/heterogenity

human interaction can’t be identical

service profit chain

forms relationships between customer loyalty, profitability, employee satisfaction

extrernal customers

guests

internal customers

employees

quality

reliable delivery of products and guest services

• Reliability

• Assurance

• Tangibles

• Empathy

• Responsiveness

ServQual technique

Reliability

promised quality served consistently and accurately

Assurance

knowledge and politeness of employee and ability to create trust and confidence

Tangibles

organization’s physical facilities

Empathy

degree of caring individual attention that org employees provide to customers

Responsiveness

willingness of employees to help and offer speedy service

CRM (Customer relationship management)

tools used by businesses to select customers and continue relationships

(create repeat customers)

• mystery shopping

• post service rating

• follow up survey

• socmed monitoring

• objective service metrics

ways to measure service quality

objective service metrics

qualitative analysis of measuring service quality

capacity management

ability of given industry to balance demand from customers

demand management

managing overall demand by optimizing usage of distribution channels to reach target customer segments

chasing demand

adjusting capacity to match demand

level capacity

altering demand to match available capacity

attempt to shift demand