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Chapter 14Designing andObjectivesService Definitions ClassificationsHow Services Differ GoodsImproving Service Differentiation, Quality, ProductivityImproving Customer Support ServicesTangibleGoodw/ServicesHybridMajorServicew/ GoodsPureTangibleGoodPureServiceCategories of Service MixIntangibilityServices cannotbe seen, tasted,felt, heard, orsmelled beforepurchaseInseparabilityServices cannotbe separatedfrom theirprovidersPerishabilityServices cannotbe stored forlater sale or useVariabilityQuality ofservices dependson who providesthem and when,where, and howFour Service CharacteristicsServicesIntangibilityUse cues tomake it tangibleInseparabilityIncreaseproductivity ofprovidersPerishabilityMatch supplyand demandVariabilityStandardizeserviceproduction deliveryOvercoming Service ChallengesServicesCompanyInternalmarketingExternalmarketingEmployeesCustomersInteractivemarketingThree Types of Marketingin Service IndustriesCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustryOfferDeliveryImageService DifferentiationWord-of-mouthcommunicationsPersonal needsPast experienceExpected serviceConsumerGap 5Perceived serviceGap 1Service delivery (includingpre- and post-contacts)Externalcommuni-cations toconsumersGap 4Gap 3MarketerTranslation of perceptionsto service-quality specificationsGap 2Management perceptionsof consumer expectationsService-Quality ModelDeterminants of Service QualityReliabilityResponsivenessAssuranceEmpathyTangiblesServiceExcellenceStrategic ConceptTop-Management CommitmentHigh StandardsMonitoring SystemsSatisfying Customer ComplaintsSatisfying Both Employees CustomersManaging ProductivityExtremely importantA. Concentrate hereB. Keep up the good work12345678910Fair performanceExcellent performanc. Low priorityD. Possible overkill# = AttributesSlightly importantImportance-Performance AnalysisComplaint ResolutionHiring Criteria Training for EmployeesDevelop Guidelines for FairnessRemove Complaint BarriersAnalyze Types Sources of
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