13 Designing and Managing Services Marketing Management 13

13 Designing and Managing Services Marketing Management, 13 th ed

Categories of Service Mix Pure tangible good Good w/ accompanying services Hybrid Service w/ accompanying goods Pure service Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -2

Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -3

Physical Evidence and Presentation Place People Equipment Communication material Symbols Price Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -4

How to Increase Quality Control Invest in good hiring and training procedures Standardize the service-performance process Monitor customer satisfaction Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -5

Figure 13. 5 Three Types of Marketing in Service Industries Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -6

Best Practices • Strategic Concept • Top-Management Commitment • High Standards • Self-Service Technologies • Monitoring Systems • Satisfying Customer Complaints • Satisfying Employees Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 -7