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Services Marketing - Lovelock,Wirtz,Chaterjee - Ch 14

Services Marketing - Lovelock,Wirtz,Chaterjee - Ch 14

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Published by Sid Black

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Categories:Types, Business/Law
Published by: Sid Black on Mar 30, 2011
Copyright:Attribution Non-commercial

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08/05/2013

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Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 14 -1
Chapter 14:
Improving ServiceQuality and Productivity
 
Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 14 -4
Integrating Service Quality andProductivity Strategies
Quality and productivity are twin paths to creating valuefor both customers and companies
Quality focuses on the benefits created for customers;productivity addresses financial costs incurred by firm
Importance of productivity:
o
K
eeps costs down to improve profits and/or reduce prices
o
Enables firms to spend more on improving customer service andsupplementary services
o
Secures firm¶s future through increased spending on R&D
o
May impact service experience²marketers must work to minimizenegative effects, promote positive effects
 
Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 14 -5
W
hat Is Service Quality?

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