Expanded Service Marketing Mix

SERVICE PEOPLE DECISIONS

• Service personnel are important on the
following aspects
– Information flow
– Promotion flow
– Pre and post service
– They are the service
– They are the brand
– They are marketers
SERVICE PERSONNEL CAN BE CLASSIFIED AS
• Basis of interaction
– Low contact service employees
– High contact service employees
• Basis of service provided
– Consumer service employees
– Professional service employees
• Basis of frequency and length
– Contact personnel
– Moderate contact personnel
– Back office staff
– Support staff
– Management
STRATEGIES FOR DELIVERING SERVICE QUALITY
THROUGH PEOPLE
1. Hire the right people
– Compete for the best people
– Hire for service competencies and service inclination
– Be the preferred employer
2. Develop people to deliver service quality
– Train for technical and interactive skills
– Employer employees
– Promote teamwork
3. Provide needed support systems
– Measure internal service quality
– Provide supportive technology and equipment
– Develop service oriented internal processes
4. Retain the best people
– Include employees in the company’s vision
– Treat employees as customers
– Measure and reward strong service performers.
 SERVICE PROCESS DECISIONS
• Customer participation in the process
• Location of service delivery
• Service itself
• High or low contact services
• Degree of standardization
• Complexity of the service
TYPES OF PROCESS
• Line or flow operations
• Job shop process
 Managing service process
• Flowcharting
• Service blueprinting
• Identify fail points
• Failure proofing
• Setting service Target
• Service process redesign
– Eliminating non-value adding steps
– Self-service
– Direct service
– Pre-service
– Bundled service
– Physical service
• Managing customer effectively
– Recruitment and selection
– Job analysis
– Education and training
– Motivation
– Appraise
– Ending
SERVICE PHYSICAL EVIDENCE DECISIONS
• Increase in productivity
• Creating better perceptions
• Managing better service quality
• Re-Positioning of service
ELEMENTS OF PHYSICAL EVIDENCE
• Physical environment – Layout, Atmosphere, aesthetics
• Communication
• Price
• Service personnel
• Tangible products accompanying service
• Brand / corporate identity
 STRATEGIES – PHYSICAL EVIDENCE
• Recognize the strategic impact of physical
evidence
• Map the physical evidence of service
• Assess & identify physical evidence opportunities
• Be prepared to update and modernize the
evidence
• Work cross functionally
 Servicescapes
Developed by Booms and Bitner
“the environment in which the service is
assembled and in which the seller and
customer interact, combined with
tangible commodities that facilitate
performance or communication of the
service.”
 TYPES OF SERCVICESCAPES
1. Servicescape use
1. Self service
2. Interpersonal service
3. Remote service
2. Complexity if the servicescape
3. Typology implication
1. Who should be consulted in
2. What org goals might be targeted
3. How complex is the set of decisions