Hospital administrators may tell the nurses to give “fast” service without specifying it quantitatively.
MARKETING STRATEGIES FOR SERVICE FIRMSSERVICE QUALITY MODELGAP BETWEEN SERVICE-QUALITY SPECIFICATIONS AND SERVICE DELIVERYService 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.
MARKETING STRATEGIES FOR SERVICE FIRMSSERVICE QUALITY MODELGAP BETWEEN SERVICE DELIVERY AND EXTERNAL COMMUNICATIONSCustomer 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.
MARKETING STRATEGIES FOR SERVICE FIRMSSERVICE QUALITY MODELGAP BETWEEN PERCEIVED SERVICE AND EXPECTED SERVICEThis 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.
MARKETING STRATEGIES FOR SERVICE FIRMSCOMMON PRACTICESMANAGING SERVICE QUALITYStrategic ConceptTop Management CommitmentHigh StandardsMonitoring SystemsSatisfying Customer ComplaintsSatisfying Both Employees and CostumersManaging Productivity
MARKETING STRATEGIES FOR SERVICE FIRMSCOMMON PRACTICESMANAGING SERVICE QUALITYManaging Productivity1.Getting its employees to work more skillfully2.Increasing the quantity of service by surrendering some quality3.Industrializing the service4.Inventing new product solutions5.Designing more effective services6.Presenting customers with incentives to substitute their own labor for company labor7.Using technology to save time and money.
MARKETING STRATEGIES FOR SERVICE FIRMSMANAGING PRODUCT SUPPORT SERVICECustomers worry about…•Reliability and failure frequency. •Downtime duration. •Out-of-pocket costs of maintenance and repair.
MARKETING STRATEGIES FOR SERVICE FIRMSMANAGING PRODUCT SUPPORT SERVICETo provide the best support, a manufacturer must identify and prioritize the services that customers value most. The service mix includesboth presale services (such as facilitating services and value-augmenting services) and postsale services(customer service departments, repair and maintenance services).
REFERENCESqmalik/designing-and-managing-services-26909521Marketing Management, Philip Kotler, pp. 199 - 213