Chapter 14: Improving Service
Quality and Productivity
chapter 14 improvinf service quality and
What is service quality?
The word quality means different things to people according to the context.
Transcendent view of quality: suggests th
Chapter 3: Positioning services in
?What is positioning
Positioning strategy is concerned with
creating, communicating and maintaining
distinctive differences that will be noticed and
valued by those customers with whom the
Chapter 5: Pricing and Revenue
Creating a valuable service requires a business model
that allows the costs of creating and delivering the
service plus a margin for profits to be recovered
through realistic pricing and revenue management
Chapter Seven: Educating Customers and
Promoting the Value Prepositions
The role of services marketing Communications:
Position and differentiate the service
Help customers to evaluate service offering
Promote the contribution of service personnel.
Balancing demand and
In a service context, productive capacity can
take several forms:
Physical facilities designed to contain customers
and used for delivering people processing
services or mental proce
Services Marketing 7e, Global Edition
New Perspectives On
Marketing in the
Slide 2010 by Lovelock & Wirtz
Services Marketing 7/e
Chapter 1 Page 1
Overview of Chapter 1
Why Study Services?
What are Services?
People in services marketing and
Internal marketing: means that the firm must orient and
motivate its customer-contact employees and supporting service
people to work as a team to provide customer satisfaction.
Interactive marketing: mea
Technology, People, Strategy
Importance of services
Or why should services be emphasized
The contribution of services to the GDP. Service
sector is represented by the banking and financial
services, Communications, transport and touris