Bài giảng marketing dịch vụ bằng tiếng anh

Bài giảng về Marketing Dịch Vụ bằng tiếng anh của Ths Lê Anh Chung - ĐH Hoa Sen

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Services Marketing

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SM

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SM Objectives for Chapter 1:

Introduction to Services

• Explain what services are and identify service trends

• Explain the need for special services marketing

concepts and practices

• Outline the basic differences between goods and

services and the resulting challenges for service

businesses

• Introduce the service marketing triangle

• Introduce the expanded services marketing mix

• Introduce the gaps model of service quality

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SM Challenges for Services

image

resource efforts

– restaurant, hotel/motel, bed & breakfast,

– ski resort, rafting

• Travel

– airlines, travel agencies, theme park

• Others:

– hair styling, pest control, plumbing, lawn maintenance, counseling

services, health club

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Airlines

Investment Management

Consulting

Teaching

Fast-food Outlets

Fast-food Outlets

SM

Figure 1-2 Percent of U.S Labor Force by Industry

0 10 20 30 40 50 60 70 80

Source: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and

July 1992, Table 6.4C; Eli Ginzberg and George J Vojta, “The Service Sector of the U.S

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SM

0 10 20 30 40 50 60 70 80

Source: Survey of Current Business, August 1996, Table 11, April 1998, Table

B.3; Eli Ginzberg and George J Vojta, “The Service Sector of the U.S

Economy,” Scientific American, 244,3 (1981): 31-39

 Services

 Manufacturing

 Mining & Agriculture

and Consumption

Heterogeneity

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SM Implications of Intangibility

 Services cannot be inventoried

 Services cannot be patented

 Services cannot be readily displayed

or communicated

 Pricing is difficult

SM Implications of Heterogeneity

depend on employee actions

uncontrollable factors

delivered matches what was planned and

promoted

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SM Implications of Simultaneous

Production and Consumption

transaction

SM Implications of Perishability

demand with services

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SM Table 1-2

Services are Different

Tangible Intangible Services cannot be inventoried.

Services cannot be patented.

Services cannot be readily displayed or communicated.

Pricing is difficult.

Standardized Heterogeneous Service delivery and customer satisfaction depend on

employee actions.

Service quality depends on many uncontrollable factors.

There is no sure knowledge that the service delivered matches what was planned and promoted.

Production

separate from

consumption

Simultaneous production and consumption

Customers participate in and affect the transaction.

Customers affect each other.

Employees affect the service outcome.

Decentralization may be essential.

Mass production is difficult.

Nonperishable Perishable It is difficult to synchronize supply and demand with

services.

Services cannot be returned or resold.

Source: Adapted from Valarie A Zeithaml, A Parasuraman, and Leonard L Berry, “Problems and Strategies in Services Marketing,”

Journal of Marketing 49 (Spring 1985): 33-46.

Internal Marketing

Interactive Marketing

External Marketing

Company (Management)

Customers Employees

“enabling the

promise”

“delivering the promise”

“setting the promise”

Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler

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Services Marketing Triangle

Overall Strategic

Assessment

organization doing on all three sides of the triangle?

weaknesses?

Specific Service Implementation

• What is being promoted and

by whom?

• How will it be delivered

and by whom?

• Are the supporting systems

in place to deliver the promised service?

Figure 1-6

The Services Triangle

and Technology

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SM Services Marketing Mix:

7 Ps for Services

People, Processes, and Physical Evidence

SM Traditional Marketing Mix

communicate the firm’s capabilities and image to customers or that influence customer satisfaction

with the firm’s product and services:

 Product

 Price

 Place

 Promotion

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Quality level Exposure Salespeople Price level

Accessories Intermediaries Advertising Terms

Packaging Outlet location Sales

promotion

Differentiation

Product lines Storage

Branding

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Communicating

culture and values

involvement Employee research Employee dress

Other tangibles

Table 1-3 (Continued)

Expanded Marketing Mix for

Services

SM Ways to Use the 7 Ps

Overall Strategic

Assessment

• How effective is a firm’s

services marketing mix?

• Is the mix well-aligned

with overall vision and

strategy?

• What are the strengths and

weaknesses in terms of the

7 Ps?

Specific Service Implementation

• Who is the customer?

• What is the service?

• How effectively does the services marketing mix for a service communicate its

benefits and quality?

• What changes/improvements are needed?

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SM Services Marketing Triangle

Applications Exercise

you are focusing on, who occupies each of the three points of the triangle?

currently?

the three areas?

SM

Perceived Service

to Customers

GAP 4

Service Delivery

Customer-Driven Service Designs and Standards

Company Perceptions of Consumer Expectations

Part 1 Opener

Expected Service

Perceived Service

GAP

Part 1 Opener

SM Objectives for Chapter 2: Consumer Behavior in

Services

between services and goods

must understand in five categories of consumer behavior:

– attributes a consumer can determine after purchase

(or during consumption) of a product

• Credence Qualities

– characteristics that may be impossible to evaluate

even after purchase and consumption

Different Types of Products

High in search qualities

Most Services

SM

Figure 2-2

Categories in Consumer Decision-Making and Evaluation of

Services

Information Search

Evaluation of Alternatives

Purchase and

 Use of personal sources

 Perceived risk  Evoked set  Emotion and mood

Evaluation of Alternatives

Purchase and

 Use of personal sources

 Values and attitudes

 Manners and customs

 Material culture

 Aesthetics

 Educational and social institutions

personal sources WHY? Refer p32

product complexity increases

services

purchase

purchase of services (no guarantees)

evaluate (How do you know whether the

plumber has done a good job?)

to reduce this risk, e.g, training of

employees, standardisation of offerings

with services than goods

only find one dry cleaner or “single brand”

information about service

garden services

influence people’s perception and

evaluation of their experiences

pervasive

Drama

routines

use of space, temperature, cleanliness, etc.

Experience in the U.S and Japan

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SM Customer Expectations of Objectives for Chapter 3:

Service

expectations for service performance

customer expectations

their relationships and their expectations of the service

encounter

different types of customers

customer expectations

services – or expected service

customer may accept

SPUR and CAPTAIN DOREGO?

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Zone

of Tolerance Desired Service

Adequate Service

SM

Figure 3-4

First-Time and Recovery Service

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Adequate Service

Zone

of Tolerance

Enduring Service Intensifiers

Personal Needs

SM

psychological categories

factors that lead to heightened sensitivity to

service

This can further divided into Derived Service

Expectations and Personal service Philosophies

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SM Factors that InfluenceFigure 3-6

Adequate Service

Desired Service

Adequate Service

Zone

of Tolerance Self-Perceived

Service Role

Situational Factors

Perceived Service Alternatives Transitory Service Intensifiers

SM

– a computer breakdown will be less

tolerated at financial year-ends

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Adequate Service

Zone

of Tolerance

Predicted Service

Explicit Service Promises

Implicit Service Promises

Word-of-Mouth

Past Experience

SM Objectives for Chapter 4: Customer Perceptions of

Service

• Provide you with definitions and

understanding of customer satisfaction and

service quality

• Show that service encounters or the

“moments of truth” are the building blocks of

customer perceptions

• Highlight strategies for managing customer

perceptions of service

Reliability Responsiveness

Assurance Empathy Tangibles

Product Quality

Customer Satisfaction Situational Factors

Customer Satisfaction

SM

Figure 4-3

Relationship between Customer

Satisfaction and Loyalty in Competitive Industries

Dissatisfied Neither

satisfied nor dissatisfied

SM Service Quality

excellence of the service provided in relation to the quality that was expected.

important.

Physical facilities, equipment, and appearance of personnel

Caring, individualized attention the firm provides its customers.

Willingness to help customers and provide prompt service.

Identify Service

Attributes

In groups of five, choose a services industry and spend 10 minutes

brainstorming specific requirements of customers in each of the five

service quality dimensions Be certain the requirements reflect the

customer’s point of view.

 Providing service as promised

 Dependability in handling customers’

service problems

 Performing services right the first time

 Providing services at the promised time

 Maintaining error-free records

 Keeping customers informed as to

when services will be performed

 Prompt service to customers

 Willingness to help customers

 Readiness to respond to customers’

 Employees who are consistently courteous

 Employees who have the knowledge to answer customer questions

ASSURANCE

 Giving customers individual attention

 Employees who deal with customers in a caring fashion

 Having the customer’s best interest at heart

 Employees who understand the needs of their customers

 Convenient business hours

EMPATHY

 Modern equipment

 Visually appealing facilities

 Employees who have a neat, professional appearance

 Visually appealing materials associated with the service

TANGIBLES

• occurs any time the customer interacts with the firm

• can potentially be critical in determining customer satisfaction and loyalty

Delivery and Installation

Servicing

Figure 4-5

A Service Encounter Cascade for an Industrial

Purchase

SM Critical Service Encounters

Research

• GOAL - understanding actual events and

behaviors that cause customer dis/satisfaction

in service encounters

• METHOD - Critical Incident Technique

• DATA - stories from customers and employees

• OUTPUT - identification of themes underlying

satisfaction and dissatisfaction with service encounters

SM Sample Questions for Critical

Incidents Technique Study

particularly satisfying (dissatisfying) interaction

with an employee of

satisfying (dissatisfying)?

Employee Response

to Customer Needs and Requests

Employee Response

to Problem Customers

Unprompted and Unsolicited Employee Actions and Attitudes

• Embarrass the customer

• Laugh at the customer

• Avoid responsibility

(even if not asked)

• Treat customers fairly

dissatisfaction affect others

SM Evidence of Service from theFigure 4-6

Customer’s Point of View

REQUIREMENTS

Company Perceptions of Consumer Expectations

Expected Service

CUSTOMER

COMPANY

GAP 1

EXPECTATIONS AND PERCEPTIONS THROUGH MARKETING RESEARCH

SM Understanding Customer Expectations Objectives for Chapter 5:

and Perceptions through Marketing Research

• Present the types of and guidelines for marketing

research in services

• Show the ways that marketing research information

can and should be used for services

• Describe the strategies by which companies can

facilitate interaction and communication between

management and customers

• Present ways that companies can and do facilitate

interaction between contact people and management

for Services

competition

rewards

SM Criteria for An Effective Figure 5-1

Services Research Program

ResearchObjectives

Perceptions and Expectations of Customers

Includes Measures of Loyalty or Behavioral Intentions

Balanc

es Costand Va

lue ofInforma

tion

Includes Statistical Validity When Necessary

Measures Priorities

or Importance

Occurs with Appropriate Frequency

SM Portfolio of Services

Research

Customer Complaint Solicitation

“Relationship” Surveys Post-Transaction Surveys Customer Focus Groups

“Mystery Shopping” of Service Providers

Employee Surveys

Lost Customer Research

Identify dissatisfied customers to attempt recovery;

identify most common categories of service failure

for remedial action

Obtain customer feedback while service experience is still

fresh; act on feedback quickly if negative patterns develop

Use as input for quantitative surveys; provide a

forum for customers to suggest service-improvement

ideas

Assess company’s service performance compared to

competitors; identify service-improvement priorities; track

service improvement over time

Measure individual employee service behaviors for use in

coaching, training, performance evaluation, recognition and

rewards; identify systemic strengths and weaknesses in

service

Measure internal service quality; identify

employee-perceived obstacles to improve service; track

employee morale and attitudes

Determine the reasons why customers defect

Future Expectations Research

To forecast future expectations of customers

To develop and test new service ideas

SM Stages in the Research Process

• Stage 1 : Define Problem

• Stage 2 : Develop Measurement Strategy

• Stage 3 : Implement Research Program

• Stage 4 : Collect and Tabulate Data

• Stage 5 : Interpret and Analyze Findings

• Stage 6 : Report Findings

Relative to Zones of Tolerance

Attributes to De-emphasize Attributes to Maintain

Low Leverage

SM Objectives for Chapter 6: Building Customer

Relationships

of long-term relationships for firms and customers

marketing quality core services and careful market

and improving current customers

customer costs less than to attract a new one

customers who are profitable for the organization

enhancement of customer relationships

SM Lifetime Value of a Customer

SM

A Loyal Customer is One Who

• Shows Behavioral Commitment

exist

• Exhibits Psychological Commitment

relationship psychological commitment

SM Customer Loyalty Exercise

that indicates you are loyal?

SM Benefits to the Organization

of Customer Loyalty

organization over time

lower than new customer costs

customer base

SM Benefits to the Customer

of life and other psychological benefits

SM

Getting Satisfying Retaining Enhancing

Figure 6-1

Customer Goals of Relationship Marketing

SM

Figure 6-3

Underlying Logic of Customer

Retention Benefits to the

and Targeting for Services

STEP 2:

Develop Measures

of Segment Attractive- ness

STEP

Target Segments

STEP4:

Ensure that Segments Are

Compatible

STEP 5:

SM

Excellent Quality and Value

Figure 6-6

Levels of Retention Strategies

I Financial Bonds

II.

Social Bonds

IV

Structural Bonds

III Customization

Bonds

Volume and Frequency Rewards

Bundling and Cross Selling

Stable Pricing

Social Bonds Among

Customers

Personal Relationships

Continuous Relationships

Customer Intimacy Mass

Customization

Anticipation / Innovation

Shared Processes and

Equipment

Joint Investments

Integrated Information Systems