?2000 Prentice Hall
Objectives
? Service Definitions & Classifications
? How Services Differ Goods
? Improving Service Differentiation,Quality,& Productivity
? Improving Customer Support Services
?2000 Prentice Hall
Categories of Service Mix
Pure
Service
Tangible
Good
w/
Services
Major
Service
w/ Goods
Hybrid
Pure
Tangible
Good
?2000 Prentice Hall
Services
Inseparability
Services cannot
be separated
from their
providers
Perishability
Services cannot
be stored for
later sale or use
Intangibility
Services cannot
be seen,tasted,
felt,heard,or
smelled before
purchase
Variability
Quality of
services depends
on who provides
them and when,
where,and how
?2000 Prentice Hall
Services
Inseparability
Increase productivity of
providers
Perishability
Match supply
and demand
Intangibility
Use cues to
make it tangible
Variability
Standardize service
production
& delivery
?2000 Prentice Hall
Service Differentiation
Offer
Delivery
Image
?2000 Prentice Hall
Determinants of Service Quality
? Reliability
? Responsiveness
? Assurance
? Empathy
? Tangibles
?2000 Prentice Hall
Service
Excellence
? Strategic Concept
? Top-Management Commitment
? High Standards
? Monitoring Systems
? Satisfying Customer Complaints
? Satisfying Both Employees & Customers
? Managing Productivity
?2000 Prentice Hall
Complaint Resolution
? Hiring Criteria & Training for Employees
? Develop Guidelines for Fairness
? Remove Complaint Barriers
? Analyze Types & Sources of Complaints