MANAGEMENT 435 SERVICE MANAGEMENT

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MANAGEMENT 435SERVICE MANAGEMENT

• PowerPoint Set 3

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Topic 7Service Marketing

• Need for integration with operations and HRM
• Operations strategy (cost v. quality) affects
  marketing
• Location decisions affect marketing
• Layout decisions affect marketing
• Job design (e.g., empowerment) affects marketing
• Waiting time design affects marketing
• Appealing to intangible aspects
• Consumer buying behavior in different services
• Brand cues
• Functional v. service interface marketing
• Marketing the use/experience rather than ownership

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Service Marketing

• Marketing mix traditional 4Ps 7 Ps for services
• Product, price, place and promotion
• Participants (employees, other customers),
  physical evidence 9tangibles), process
• Marketing qualities customer seeks in services
• Search qualities attributes searched prior to
  service
• Experience qualities attributes during service
• Credence qualities attributes with uncertain
  qualities
• Market segmentation. Marketing services to
  selected groups.
• Segments should be measurable, accessible,
  substantial and actionable

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Service Marketing

• Market Segmentation Criteria
• Geographic
• Demographic
• Psychographic (social class, lifestyle,
  personality)
• Behavioristic (purchase frequency, loyalty,
  usage, benefit sought)
• Marketing for customer retention and loyalty
  customer switching relationship marketing
• Service advertising
• External and internal marketing

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Topic 8Human Resource Management in Services

• Importance of employees and their satisfaction in
  service quality
• Service encounter triad
• Service process matrix characteristics
• Employee contact level, customization, discretion
• Professional services, service factory, service
  shop
• Service profit chain
• Recruiting/selecting
• Training and development
• Compensation and rewarding
• Participation, teamwork, empowerment
• Effects of organization structure
• Effects of corporate culture