MARK270 Lecture Notes - Lecture 8: Services Marketing, Appropriate Technology
Some important considerations:
• Service culture
• The critical importance of service employees
• Boundary spanning roles
• Strategies for delivering service quality through people
• Customer orientated service delivery
Service Culture:
• A culture where an appreciation for good service exists, and where giving good service to
internal as well as ultimate, external customers, is considered a natural way of life and one of
the most important norms by everyone in the organisation.
Critical importance of service employees:
• They are the service
• They are the organisation in the customers eye
• They are the brand
• They are marketers
• Their importance is evident in:
o The services marketing mix (people)
o The service-profit chain
o The services triangle
Aligning the triangle:
• Organisations that seek to provide consistently high levels of service excellence will
continuously work to align the three sides of the triangle.
• Aligning the sides of the triangle is an ongoing process.
Ways to use the services marketing triangle:
• Overall strategic assessment:
o How is the service organisation doing on all three sides of the triangle?
o Where are the weaknesses?
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o What are the strengths?
• Specific service implementation:
o What is being promoted and by whom?
o How will it be delivered and by whom?
o Are the supporting systems in place to deliver the promised service?
Making Promises:
Through:
• Traditional marketing communications
o Sales and promotion
o Advertising
o Internet and web site communication
Keeping Promises:
Through:
• Service delivery
o Reliability, responsiveness, empathy, assurance, tangibles, recovery, flexibility
• Face-to-face, telephone and online interactions
• The customer experience
• Customer interactions with sub-contractors or business partners
• The "moment of truth".
Enabling promises:
Through:
• Hiring the right people
• Training and developing people to deliver service
• Employee empowerment
• Support systems
• Appropriate technology and equipment
• Rewards and incentives
• What about outsourcing?
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