Professional Documents
Culture Documents
SM
Part 5
McGraw-Hill
McGraw-Hill
SM
CUSTOMER
Provider GAP 4
COMPANY
Service Delivery
GAP 4
SM
Chapter 15
McGraw-Hill
McGraw-Hill
SM
Introduce the concept of Integrated Services Marketing Communication Discuss the key reasons for service communication problems Present four key ways to integrate marketing communication in service organizations Present specific strategies for managing promises, managing customer expectations, educating customers, and managing internal communications Provide perspective on the popular service objective of exceeding customer expectations
McGraw-Hill 2000 The McGraw-Hill Companies
SM
Figure 15-1
Employees
Interactive Marketing
Personal Selling Customer Service Center Service Encounters Servicescapes
Customers
Source: Parts of model adapted from work by Christian Gronroos and Phillip Kotler
McGraw-Hill 2000 The McGraw-Hill Companies
Figure 15-3
SM
McGraw-Hill
Figure 15-4
SM
McGraw-Hill
Figure 15-8
SM
SM
Figure 15-9
Teach Customers to Avoid Peak Demand Periods and Seek Slow Periods
McGraw-Hill
10
SM
Figure 15-10