Chapter 11 - Designing and Managing Services

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11

11 Designing and Managing

Designing and Managing

Services

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Chapter Questions

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How are services defined and classified?

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How are services marketed and how can

service quality be improved?

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How do service marketers create strong

brands?

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How can goods marketers improve customer

support services?

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What is a Service?

A

A service

service is any act of performance that one

is any act of performance that one

party can offer another, that is

party can offer another, that is essentially

essentially

intangible and does not result in the

ownership of anything; its production may or

may not be tied to a

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Services are Everywhere

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Government

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Private non-profit

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Business

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Retail

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Manufacturing

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Categories of Service Mix

Pure tangible good

Good with accompanying

services

Good with accompanying

services

Hybrid

Service with accompanying

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Service Distinctions

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Equipment-b

Equipment-based or

ased or people-based

people-based

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Service processes

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Client’s presence required or not

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Personal needs or business needs

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Continuum of Evaluation for

Different Types of Products

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Distinctive Characteristics

of Services

Intangibility

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Physical Evidence and Presentation

Place

People

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How to Increase Quality Control

Invest in good hiring and

training procedures

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Increasing Quality Control:

An Overnight Hotel Stay

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