This is based on the chapter "Designing and Managing services" from the book "Marketing Management: A South Asian perspective"

1. HowcanHowcan
WeImprove
ServiceQuality?

2. Service QUALITY
Tested at each service encounterTested at each service encounter

3. Pricing
Inconvenience
Service failure
Service encounter failure
Response to service failure
Competition
Ethics
Involuntary switching

4. Bad service causes
CUSTOMER SWITCHINGCUSTOMER SWITCHING

5. Managing Service Delivery
HOW

6. 1
Managing Customer Expectation

7. Unsuccessful service delivery
can be due to
FIVereasons

8. 1
ManagementManagement
misunderstands
customer’s need

9. 2
Management fails toManagement fails to
transfer its perception
about customer needs to
service specifications

10. 3
Service is not deliveredService is not delivered
according to the
specifications

11. 4
Distortion in theDistortion in the
external marketing
about the service

12. 5
Customer misperceivesCustomer misperceives
the service quality

13. Perception of service quality
depends on the expectations
aboutabout
what will the firm deliver
what should the firm deliver

14. More the “will”
AND
lesser the “should”,
Greater is the perception of
service quality

15. Reliability
ResponsivenessTangibles
AssuranceEmpathy
Areas of action

16. 2
Incorporating self-service technologies

17. SELF SERVICE AT GAS STATION

18. AUTOMATED TELLER MACHINE

19. Increasing number of firms have been
incorporating a mix of human and
technology interfaces for servicetechnology interfaces for service
delivery

20. But, the whole is less
that sum of its parts
Cost
Complexity
Customer dissatisfaction
INCREASED

21. Successful incorporation of self
service technologies requires
Re-engineering of front office to
efficiently allocate tasks amongstefficiently allocate tasks amongst
humans & technology
Convincing customers to adopt it

22. Presentation by
Divyasree P K
IIT Madras