Professional Documents
Culture Documents
Books to be Referred
• Services Marketing- By Christopher Lovelock.
Facilitating services
Supporting services
Developing New Service Offering
If a new service offer is to be developed, then the
following five steps should be systematically followed
in a sequence:
Accessibility of Service.
Interaction with service organization.
Customer Participation.
Pricing Techniques
There are many pricing concepts and techniques which
organization may use in developing their pricing
policy, some of them are:
Penetration Pricing.
Price Skimming.
Competitor Pricing.
Differential Pricing.
Marginal Pricing.
Winning Strategies through lowering price
Southwest Airlines.
• It has maintained this position consistently for over 30 years while making
money every year.
• Success has come to the airline for number of reasons like it keeps its
costs down by not serving meals, having no pre assigned seats and
keeping employee turnover very low.
• Airlines has the best customer service record in the airline industry and
has won the industry “Triple Crown” award for best baggage handling and
best customer complaint statistics many years in the row.
Tourism as a Service
• Liberalization of the Indian economy has brought
about changes across various dimensions.
Gap
The Provider Gaps
• Not Knowing What Customers Expect (Gap 1)
• Not Having the Right Service Quality Designs
and Standards (Gap 2)
• Not Delivering to Service Designs and
Standards (Gap 3)
• Not Matching Performance to Promises.
(Gap 4)
Knowledge Gap (Gap 1)
Encourage
and Track
Complaints
Provide
Adequate
Explanations
Act
Quickly
Act Quickly
Company must be prepared to act on the
complaints quickly:
• Empower Employees
(Employees must be trained and empowered to solve problems as
they occur)
Customer Expectations of Service
Customer holds two types of expectations about
services:
• With first impressions being very powerful and long lasting, its
essential that the employee put their best foot forward.
• Customers that feel valued and appreciated from the very start will
have a strong tendency to return for future business.
• Remote encounters
(In remote encounters the tangible evidence of the service and the quality of
the technical processes becomes the primary base for judging quality)
• Phone encounters
(Tone of voice, employee knowledge and efficiency in handling customer
issues become important in judging quality here)
• Face-to-Face encounters
(Both verbal and non verbal behaviors are important determinants of quality
in case of face to face encounters)
Employees Roles in Service
Delivery
Types of Marketing in Service Firms
Strategies for Delivering Service Quality
through People