PRESENTATION ON SERVICE MARKETING

MANAGING SERVICE QUALITY AND PRODUCTIVITY

• Managing service quality

• Companies rated higher on service quality
perform better in terms of market share
growth
• Big gap exists between the expectations of the
customers and the level of the service they get
Real barriers while matching expected and
perceived service levels of customers
 CONT………………………………
• Does not understand customer requirements:
Misconception
barriers arise when companies
misunderstand customer expectations

• No resources: A company may understand

customer expectations but is unwilling to
provide resources to meet them

• Bad delivery: The company is not able to deliver

the expected service
 CONT…………………………

• Management’s will: A management eager

to improve quality is able to do it

• Exaggerated expectations: Exaggerated

promises may become a problem
 SERVICE PRODUCTIVITY
• Managing service productivity
• Measure of relationship between the various
types of inputs that are required to produce the
service and the service output
• Conflict between improving service productivity
and raising service quality
• Technology can be used to improve productivity
and service quality simultaneously
 CONT…………………………….
• Customer involvement in production can be
increased
• Important to balance supply and demand
• By smoothing demand or increasing flexibility
of supply, both productivity and service
quality can be achieved