Hospital administrators may tell the nurses to give fast service without

Hospital administrators may tell the nurses to give

This preview shows page 42 - 50 out of 50 pages.

Hospital administrators may tell the nurses to give “fast” service without specifying it quantitatively.
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MARKETING STRATEGIES FOR SERVICE FIRMS SERVICE QUALITY MODEL GAP BETWEEN SERVICE- QUALITY SPECIFICATIONS AND SERVICE DELIVERY Service personnel might be poorly trained , or incapable or unwilling to meet the standard . Or they may be held to conflicting standards , such as taking time to listen to customers and serving them fast.
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MARKETING STRATEGIES FOR SERVICE FIRMS SERVICE QUALITY MODEL GAP BETWEEN SERVICE DELIVERY AND EXTERNAL COMMUNICATIONS Customer expectations are affected by statements made by company representatives and ads . If a hospital brochure shows an attractive, modern room, but the patient finds an older, unappealing room, external communications will have distorted the customer’s expectations .
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MARKETING STRATEGIES FOR SERVICE FIRMS SERVICE QUALITY MODEL GAP BETWEEN PERCEIVED SERVICE AND EXPECTED SERVICE This gap occurs when the consumer misperceives the service quality . The physician may keep visiting the patient to show care, but the patient may interpret this as an indication that something really is wrong.
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MARKETING STRATEGIES FOR SERVICE FIRMS COMMON PRACTICE S MANAGING SERVICE QUALITY Strategic Concept Top Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees and Costumers Managing Productivity
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MARKETING STRATEGIES FOR SERVICE FIRMS COMMON PRACTICE S MANAGING SERVICE QUALITY Managing Productivity 1.Getting its employees to work more skillfully 2.Increasing the quantity of service by surrendering some quality 3.Industrializing the service 4.Inventing new product solutions 5.Designing more effective services 6.Presenting customers with incentives to substitute their own labor for company labor 7.Using technology to save time and money.
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MARKETIN G STRATEGIE S FOR SERVICE FIRMS MANAGING PRODUCT SUPPORT SERVICE Customers worry about… Reliability and failure frequency . Downtime duration . Out-of-pocket costs of maintenance and repair .
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MARKETIN G STRATEGIE S FOR SERVICE FIRMS MANAGING PRODUCT SUPPORT SERVICE To provide the best support, a manufacturer must identify and prioritize the services that customers value most . The service mix includes both presale services (such as facilitating services and value-augmenting services ) and postsale services (customer service departments, repair and maintenance services ).
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REFERENCE S qmalik/designing-and-managing-service s-26909521 Marketing Management, Philip Kotler, pp. 199 - 213
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