Beruflich Dokumente
Kultur Dokumente
Presented
By
Doctor Tahir Javed
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The service sector
@ The services sector has been growing at a
rate of 8% per annum in recent years
@ More than half of our GDP is accounted for
from the services sector
@ This sector dominates with the best jobs,
best talent and best incomes
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`There are no such thing as service
industries. There are only industries
whose service components are greater or
less than those of other industries.
Everybody is in service.´
-Theodore Levitt-
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=hat is services?
tangible intangible
homogeneous heterogeneous
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Services could meet
@ Personal needs ± haircuts, tution, massage
parlours
@ Business needs ± courier services, office
cleaning services, delivering fresh flowers
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Characteristics of services
@ Intangibility
@ Inseparability
@ Perishability
@ Variability
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The three additional µP¶s of
Service Marketing
@ People
@ Physical evidence
@ Process
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_ualities of services
@ Search qualities
@ Experience qualities
@ Credence qualities
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Differentiation in services
@ Offering
@ Faster and better delivery
@ Image
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Managing Service quality
@ Gap between management perceptions and
consumer expectations
@ Gap between management perceptions and
service quality specifications
@ Gap between service quality specifications and
service delivery
@ Gap between service delivery and external
communication
@ Gap between expected service and perceived
service
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Determinants of service quality
@ Reliability ± delivering on promises
@ Responsiveness ± willing to help
@ Assurance ± inspiring trust and confidence
@ Empathy ± individualising customers
@ Tangibles- physical representation
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Moments of truth
@ It is the customer ± service encounter
@ Every positive or negative experience of
the consumer would have fall-out on the
overall service experience
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In services, the last experience
remains uppermost in your mind.
Therefore, it is not enough to be
good, you have to be consistently
good
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Services Monitoring
@ Continuous auditing of competitor service
levels versus own company
@ Importance - performance analysis
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Importance ± Performance
Analysis
I
M
P
Concentrate Keep up the
O here good work
R
T
A
C Low priority Possible overkill
E
PERF OR MANCE
Service quality is directly
proportional to employee
satisfaction
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=hen customers visit a service
establishment
Their satisfaction will be influenced by
@ Encounters with service personnel
@ Appearance and features of service
facilities ± exterior and interior
@ Interactions with self service equipment
@ Characteristics and behaviour of other
customers
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Customer Service Expectations
@ Desired Service ± the µwished for¶ service
@ Adequate Service ± the service that would
be acceptable
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'one of Tolerance
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Recovery
Don¶t Do
@ Ignore customer @ Acknowledge
@ Blame customer problem
@ Leave customer to @ Explain causes
fend for himself
@ Apologise
@ Downgrade
@ Compensate/upgrade
@ Act as if nothing is
wrong @ Lay out options
@ µpass the buck¶ @ Take responsibility
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Adaptability
Don¶t Do
@ Promise and fail to @ Recognise the
keep them seriousness
@ Show unwillingness @ Acknowledge
to try
@ Embarrass the @ Anticipate
customer @ Accommodate
@ Laugh at the customer @ Adjust
@ Avoid responsibility @ Explain rules/policies
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Spontaneity
Don¶t Do
@ Exhibit impatience @ Take time
@ Yell/laugh/swear @ Be attentive
@ Steal from customers @ Anticipate needs
@ Discriminate @ Listen
@ Ignore @ Provide information
@ Show empathy
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Coping
Don¶t Do
@ Take customer¶s @ Listen
dissatisfaction @ Try to accommodate
personally @ Explain
@ Let customer¶s @ Let go of the
dissatisfaction affect customer
others
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Types of complainers
@ Passives
@ Voicers
@ Irates
@ Activists
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Customer complaints
@ It pays to resolve customer complaints
@ On an average only 5 % dissatisfied customers
complain. Others simply go over to the
competitor
@ A satisfied consumer speaks to an average of 3
people on his her experience
@ A dissatisfied consumer gripes to on an average
11 persons about his/her unpleasant experience
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Companies that pay importance
to resolving customer complaints
@ Pay attention to quality and training of manpower
recruited
@ Have clear benchmarks on service quality and
communicate to employees
@ Take remedial steps to improve customer
satisfaction and prevent repeats of customer
dissatisfaction
@ Have a data base on customer complaints that is
periodically analysed and policies adjusted
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Satisfied employees will produce
satisfied customers
@ Morale
@ Motivation
@ Mood
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