Transcript 1 13 Designing and Managing Services

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Designing and
Managing Services
Categories of Service Mix
Pure tangible good
Good w/ accompanying services
Hybrid
Service w/ accompanying goods
Pure service
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Distinctive Characteristics
of Services
Intangibility
Inseparability
Variability
Perishability
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Physical Evidence and Presentation
Place
People
Equipment
Communication material
Symbols
Price
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How to Increase Quality Control
Invest in good hiring and
training procedures
Standardize the
service-performance process
Monitor customer satisfaction
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Figure 13.5 Three Types of Marketing
in Service Industries
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Improving Service Quality
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Listening
Reliability
Basic service
Service design
Recovery
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Surprising customers
Fair play
Teamwork
Employee research
Servant leadership
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