MBA全套教材--服务场英文原版课件.ppt

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1、MBA全套教材-服务市场（英文原版）,A note on the PowerPoint Slides.,These PowerPoint slides contain selected exhibits,figures and tables from the chapters as well as objectives for the chapters.For many chapters,we include extra lecture slides and in-class exercises that we have compiled and used in our classes.The

2、 lecture slides are not intended to provide full outlines or complete lectures for the chapters,but rather may be used selectively to enhance class sessions.,Objectives for Chapter 1:Introduction to Services,Explain what services are and identify service trendsExplain the need for special services m

3、arketing concepts and practicesOutline the basic differences between goods and services and the resulting challenges for service businessesIntroduce the service marketing triangleIntroduce the expanded services marketing mixIntroduce the gaps model of service quality,Challenges for Services,Defining

4、 and improving qualityCommunicating and testing new servicesCommunicating and maintaining a consistent imageMotivating and sustaining employee commitmentCoordinating marketing,operations and human resource effortsSetting pricesStandardization versus personalization,Examples of Service Industries,Hea

5、lth Carehospital,medical practice,dentistry,eye careProfessional Servicesaccounting,legal,architecturalFinancial Servicesbanking,investment advising,insuranceHospitalityrestaurant,hotel/motel,bed&breakfast,ski resort,raftingTravelairlines,travel agencies,theme parkOthers:hair styling,pest control,pl

6、umbing,lawn maintenance,counseling services,health club,Figure 1-1Tangibility Spectrum,TangibleDominant,IntangibleDominant,Salt,Soft Drinks,Detergents,Automobiles,Cosmetics,AdvertisingAgencies,Airlines,InvestmentManagement,Consulting,Teaching,Fast-foodOutlets,Fast-foodOutlets,Figure 1-2 Percent of U

7、.S.Labor Force by Industry,0,10,20,30,40,50,60,70,80,1929,1948,1969,1977,1984,1996,Percent of GDP,Source:Survey of Current Business,April 1998,Table B.8,July 1988,Table 6.6B,and July 1992,Table 6.4C;Eli Ginzberg and George J.Vojta,“The Service Sector of the U.S.Economy,”Scientific American,244,3(198

8、1):31-39.,Year,Services Manufacturing Mining&Agriculture,0,10,20,30,40,50,60,70,80,1948,1959,1967,1977,1987,1996,Figure 1-3 Percent of U.S.Gross Domestic Product by Industry,Percent of GDP,Year,Source:Survey of Current Business,August 1996,Table 11,April 1998,Table B.3;Eli Ginzberg and George J.Vojt

9、a,“The Service Sector of the U.S.Economy,”Scientific American,244,3(1981):31-39.,Services Manufacturing Mining&Agriculture,Differences Between Goods and Services,Intangibility,Perishability,SimultaneousProductionandConsumption,Heterogeneity,Implications of Intangibility,Services cannot be inventorie

10、dServices cannot be patentedServices cannot be readily displayed or communicatedPricing is difficult,Implications of Heterogeneity,Service delivery and customer satisfaction depend on employee actionsService quality depends on many uncontrollable factorsThere is no sure knowledge that the service de

11、livered matches what was planned and promoted,Implications of Simultaneous Production and Consumption,Customers participate in and affect the transactionCustomers affect each otherEmployees affect the service outcomeDecentralization may be essentialMass production is difficult,Implications of Perish

12、ability,It is difficult to synchronize supply and demand with servicesServices cannot be returned or resold,Table 1-2 Services are Different,Source:Adapted from Valarie A.Zeithaml,A.Parasuraman,and Leonard L.Berry,“Problems and Strategies in Services Marketing,”Journal of Marketing 49(Spring 1985):3

13、3-46.,Figure 1-5The Services Marketing Triangle,Internal Marketing,Interactive Marketing,External Marketing,Company(Management),Customers,Employees,“enabling thepromise”,“delivering the promise”,“setting thepromise”,Source:Adapted from Mary Jo Bitner,Christian Gronroos,and Philip Kotler,Services Mar

14、keting Triangle Applications Exercise,Focus on a service organization.In the context you are focusing on,who occupies each of the three points of the triangle?How is each type of marketing being carried out currently?Are the three sides of the triangle well aligned?Are there specific challenges or b

15、arriers in any of the three areas?,Ways to Use the Services Marketing Triangle,Overall Strategic AssessmentHow is the service organization doing on all three sides of the triangle?Where are the weaknesses?What are the strengths?,Specific Service ImplementationWhat is being promoted and by whom?How w

16、ill it be delivered and by whom?Are the supporting systems in place to deliver the promised service?,Source:Adapted from A.Parasuraman,Company,Customers,Providers,Technology,Figure 1-6 The Services Triangle and Technology,Services Marketing Mix:7 Ps for Services,Traditional Marketing MixExpanded Mix

17、 for Services:7 PsBuilding Customer Relationships Through People,Processes,and Physical EvidenceWays to Use the 7 Ps,Traditional Marketing Mix,All elements within the control of the firm that communicate the firms capabilities and image to customers or that influence customer satisfaction with the f

18、irms product and services:Product Price Place Promotion,Expanded Mix for Services-the 7 Ps,ProductPricePlacePromotionPeopleProcessPhysical Evidence,Table 1-3Expanded Marketing Mix for Services,Table 1-3(Continued)Expanded Marketing Mix for Services,Ways to Use the 7 Ps,Overall Strategic AssessmentHo

19、w effective is a firms services marketing mix?Is the mix well-aligned with overall vision and strategy?What are the strengths and weaknesses in terms of the 7 Ps?,Specific Service ImplementationWho is the customer?What is the service?How effectively does the services marketing mix for a service comm

20、unicate its benefits and quality?What changes/improvements are needed?,Part 1,FOCUS ON THE CUSTOMER,PerceivedService,Expected Service,CUSTOMER,COMPANY,CustomerGap,GAP 1,GAP 2,Gaps Model of Service Quality,GAP 3,External Communications to Customers,GAP 4,Service Delivery,Customer-Driven Service Desig

21、ns and Standards,Company Perceptions of Consumer Expectations,Part 1 Opener,Gaps Model of Service Quality,Customer Gap:difference between expectations and perceptionsProvider Gap 1:not knowing what customers expectProvider Gap 2:not having the right service designs and standardsProvider Gap 3:not de

22、livering to service standardsProvider Gap 4:not matching performance to promises,Part 1 Opener,The Customer Gap,ExpectedService,PerceivedService,GAP,Part 1 Opener,Chapter 2,CONSUMER BEHAVIOR IN SERVICES,Objectives for Chapter 2:Consumer Behavior in Services,Overview the generic differences in consum

23、er behavior between services and goodsIntroduce the aspects of consumer behavior that a marketer must understand in five categories of consumer behavior:Information searchEvaluation of service alternativesService purchase and consumptionPostpurchase evaluationRole of culture,Consumer Evaluation Proc

24、esses for Services,Search Qualitiesattributes a consumer can determine prior to purchase of a productExperience Qualitiesattributes a consumer can determine after purchase(or during consumption)of a productCredence Qualitiescharacteristics that may be impossible to evaluate even after purchase and c

25、onsumption,Figure 2-1Continuum of Evaluation for Different Types of Products,ClothingJewelryFurnitureHousesAutomobilesRestaurant mealsVacationsHaircutsChild careTelevision repairLegal servicesRoot canalsAuto repairMedical diagnosis,Difficult to evaluate,Easy to evaluate,High in searchqualities,High

26、in experiencequalities,High in credencequalities,MostGoods,MostServices,Figure 2-2Categories in Consumer Decision-Making and Evaluation of Services,Information Search,Evaluation of Alternatives,Purchase and Consumption,Post-Purchase Evaluation,Use of personal sources Perceived risk,Evoked set Emotio

27、n and mood,Service provision as drama Service roles and scripts Compatibility of customers,Attribution of dissatisfaction Innovation diffusion Brand loyalty,Figure 2-3 Categories in Consumer Decision-Making and Evaluation of Services,Global Feature:Differences in the Service Experience in the U.S.an

28、d Japan,Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness,Chapter 3,CUSTOMER EXPECTATIONS OF SERVICES,Objectives for Chapter 3:Customer Expectations of Service,Recognize that customers hold different types of expectations for service performanceDiscuss controllab

29、le and uncontrollable sources of customer expectations Distinguish between customers global expectations of their relationships and their expectations of the service encounterAcknowledge that expectations are similar for many different types of customersDelineate the most important current issues su

30、rrounding customer expectations,Figure 3-1Dual Customer Expectation Levels,Adequate Service,Desired Service,Zone ofTolerance,Figure 3-2 The Zone of Tolerance,Adequate Service,Desired Service,Zone ofTolerance,Figure 3-3 Zones of Tolerance forDifferent Service Dimensions,Most Important Factors,Least I

31、mportant Factors,Level of Expectation,Source:Berry,Parasuraman,and Zeithaml(1993),Adequate Service,Desired Service,Zone ofTolerance,Desired Service,Adequate Service,Figure 3-4 Zones of Tolerance forFirst-Time and Recovery Service,First-Time Service,Outcome,Process,Outcome,Process,Recovery Service,Ex

32、pectations,LOW,HIGH,Source:Parasuraman,Berry and Zeithaml(1991),Figure 3-5 Factors that InfluenceDesired Service,DesiredService,AdequateService,Zone of Tolerance,Enduring ServiceIntensifiers,Personal Needs,Figure 3-6 Factors that InfluenceAdequate Service,DesiredService,AdequateService,Zone of Toler

33、ance,Self-PerceivedService Role,Situational Factors,Perceived ServiceAlternatives,Transitory ServiceIntensifiers,Figure 3-7 Factors that InfluenceDesired and Predicted Service,DesiredService,AdequateService,Zone of Tolerance,Predicted Service,Explicit ServicePromises,Implicit ServicePromises,Word-of

34、-Mouth,Past Experience,Chapter 4,CUSTOMER PERCEPTIONS OF SERVICE,Objectives for Chapter 4:Customer Perceptions of Service,Provide you with definitions and understanding of customer satisfaction and service qualityShow that service encounters or the“moments of truth”are the building blocks of custome

35、r perceptionsHighlight strategies for managing customer perceptions of service,Figure 4-1Customer Perceptions of Service Quality and Customer Satisfaction,ServiceQuality,Reliability,Responsiveness,Assurance,Empathy,Tangibles,ProductQuality,Price,PersonalFactors,CustomerSatisfaction,SituationalFactor

36、s,Factors Influencing Customer Satisfaction,Product/service qualityProduct/service attributes or featuresConsumer EmotionsAttributions for product/service success or failureEquity or fairness evaluations,Outcomes of Customer Satisfaction,Increased customer retentionPositive word-of-mouth communicati

37、onsIncreased revenues,Figure 4-3 Relationship between Customer Satisfaction and Loyalty in Competitive Industries,Source:James L.Heskett,W.Earl Sasser,Jr.,and Leonard A.Schlesinger,The Service Profit Chain,(New York,NY:The Free Press,1997),p.83.,Service Quality,The customers judgment of overall exce

38、llence of the service provided in relation to the quality that was expected.Process and outcome quality are both important.,The Five Dimensions of Service Quality,Ability to perform the promised service dependably and accurately.Knowledge and courtesy of employees and their ability to convey trust a

39、nd confidence.Physical facilities,equipment,and appearance of personnel.Caring,individualized attention the firm provides its customers.Willingness to help customers and provide prompt service.,Tangibles,Reliability,Responsiveness,Assurance,Empathy,Exercise to Identify Service Attributes,In groups o

40、f five,choose a services industry and spend 10 minutes brainstorming specific requirements of customers in each of the five service quality dimensions.Be certain the requirements reflect the customers point of view.,Reliability:Assurance:Tangibles:Empathy:Responsiveness:,SERVQUAL Attributes,Providin

41、g service as promisedDependability in handling customers service problemsPerforming services right the first timeProviding services at the promised timeMaintaining error-free records,Keeping customers informed as to when services will be performedPrompt service to customersWillingness to help custom

42、ersReadiness to respond to customers requests,RELIABILITY,RESPONSIVENESS,Employees who instill confidence in customersMaking customers feel safe in their transactionsEmployees who are consistently courteousEmployees who have the knowledge to answer customer questions,ASSURANCE,Giving customers indiv

43、idual attentionEmployees who deal with customers in a caring fashionHaving the customers best interest at heartEmployees who understand the needs of their customersConvenient business hours,EMPATHY,Modern equipmentVisually appealing facilitiesEmployees who have a neat,professional appearanceVisually

44、 appealing materials associated with the service,TANGIBLES,The Service Encounter,is the“moment of truth”occurs any time the customer interacts with the firmcan potentially be critical in determining customer satisfaction and loyaltytypes of encounters:remote encountersphone encountersface-to-face en

45、counters is an opportunity to:build trustreinforce qualitybuild brand identityincrease loyalty,Check-In,Request Wake-Up Call,Checkout,Bellboy Takes to Room,Restaurant Meal,Figure 4-4 A Service Encounter Cascade for a Hotel Visit,Sales Call,Ordering Supplies,Billing,Delivery and Installation,Servicin

46、g,Figure 4-5 A Service Encounter Cascade for an Industrial Purchase,Critical Service Encounters Research,GOAL-understanding actual events and behaviors that cause customer dis/satisfaction in service encountersMETHOD-Critical Incident TechniqueDATA-stories from customers and employeesOUTPUT-identifi

47、cation of themes underlying satisfaction and dissatisfaction with service encounters,Sample Questions for Critical Incidents Technique Study,Think of a time when,as a customer,you had a particularly satisfying(dissatisfying)interaction with an employee of.When did the incident happen?What specific c

48、ircumstances led up to this situation?Exactly what was said and done?What resulted that made you feel the interaction was satisfying(dissatisfying)?,Common Themes in CriticalService Encounters Research,Recovery:,Adaptability:,Spontaneity:,Coping:,Employee Responseto Service DeliverySystem Failure,Em

49、ployee Responseto Customer Needsand Requests,Employee Responseto Problem Customers,Unprompted andUnsolicited EmployeeActions and Attitudes,Recovery,Acknowledge problemExplain causesApologizeCompensate/upgradeLay out optionsTake responsibility,Ignore customerBlame customerLeave customer to fend for h

50、im/herselfDowngradeAct as if nothing is wrong,DO,DONT,Adaptability,Recognize the seriousness of the needAcknowledgeAnticipateAttempt to accommodateExplain rules/policiesTake responsibilityExert effort to accommodate,Promise,then fail to follow throughIgnoreShow unwillingness to tryEmbarrass the cust