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ZBG7 Chapter 14

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54 views19 pages

ZBG7 Chapter 14

Uploaded by

Yuan Hua Seng
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 19

Chapter 14-1

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-2

Part 6

MANAGING
SERVICE
PROMISES

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-3

Provider Gap 4
CUSTOMER

Gap 4: The Communication Gap


External
COMPANY Service delivery communications to
customers

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-4

Key Factors Leading to Provider Gap 4

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter
Chapter 14-5

Integrated Service Marketing 14


Communications
 The Need for Coordination in Marketing
Communication

 Key Service Communication Challenges

 Five Categories of Strategies to Match


Service Promises with Delivery

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved
Chapter 14-6

Objectives for Chapter 14:


Integrated Service Marketing Communications
 Discuss the key service communication
challenges.

 Introduce the concept of integrated service


marketing communications.

 Discuss ways to integrate marketing


communications in service organizations.

 Present specific strategies for addressing service


intangibility, managing promises, managing
customer expectations, educating customers, and
managing internal communications.
McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved
Chapter 14-7

Communications and the Service


Marketing Triangle (Figure 14.1)

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-8

Integrated Service Marketing


Communications
 Integrated Service Communications
 a strategy that carefully integrates all external and internal
communication channels to present a consistent message to
customers
 This means coordination across:
 sales and service people
 print
 Internet
 other forms of tangible communication including the servicescape
 How is this done in services?
 advertising  public relations
 sales presentations  pricing
 service encounters with employees  service guarantees
 servicescape and other tangibles  customer education
 Internet and social media

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-9

Five Strategies to Match Service Promises


with Delivery (Figure 14.2)

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-10

(1) Approaches for Addressing Service


Intangibility
 Use narrative to  Use buzz or viral marketing
demonstrate the service  Leverage social media
experience  Aim messages to
 Present vivid information influencers
 Use interactive imagery  Create advertising that
 Focus on the tangibles generates talk because it is
 Use brand icons to make humorous, compelling, or
the service tangible unique
 Use association, physical  Feature satisfied
representation, customers in the
documentation, and communication
visualization  Generate word-of-mouth
 Feature service employees through employee
in communication relationships

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-11

Vivid Information Creates a Strong


Impression for The Sierra Club

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-12

Brand Icons Make the Service


Tangible

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-13

Services Advertising Strategies Matched with


Properties of Intangibility (Exhibit 14.1)

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-14

(2) Approaches for Managing Service


Promises
 Create a strong service brand

 Coordinate external communication

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-15

Service Branding Model (Figure 14.3)

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-16

(3) Approaches for Managing Customer


Expectations
 Make realistic promises

 Offer service guarantees

 Offer choices

 Create tiered-value service offerings

 Communicate the criteria and levels of


service effectiveness
McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved
Chapter 14-17

(4) Approaches for Managing Customer


Education
 Prepare customers for the service process

 Confirm performance to standards and


expectations

 Clarify expectations after the sale

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-18

(5) Approaches for Managing Internal


Marketing Communication
 Create effective vertical communications
 Create effective horizontal communications
 Sell the brand inside the company
 Create effective upward communication
 Align back-office and support personnel with
external customers through interaction or
measurement
 Create cross-functional teams

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 14-19

Best Practices for Closing the


Communication Gap (Gap 4)
 Employing integrated service marketing
communication strategies around everything
and everyone that sends a message or
signal.
 Manage customer expectations effectively
throughout the experience.
 Develop mechanisms for internal
communication to avoid over-promising and
ensure successful delivery.
McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved

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