SERVICES MARKETING 2nd EXAM REVIEW

Gap between customer-driven service designs and standards and company perceptions of consumer expectations

Over simplification, incompleteness, subjectivity, and biased interpretation

Major or radical innovations, start-up businesses, new services for the currently served market, service line extensions, service improvements, style changes

Business strategy development or review--New service strategy development--idea generation--concept development and evaluation--business analysis

Service development and testing--Market Testing--Commercialzation--Postintroduction Evaluation

A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer's point of view

Customer actions, onstage contact employee actions, backstage contact employee actions, and support processes

--line of interactions

--line of visibility

--line of internal interaction

Step 1: Identify the process to be blue-printed
Step 2: Identify the customer of customer segment
Step 3: Map the process from the customer's point of view
Step 4:Map contact employee actions, onstage and backstage, and/or technology actions
Step 5: Link contact activities to needed support functions
Step 6: Add evidence of support at each customer action step

New service development, supporting a zero defects culture, service recovery strategies

Concept development, market testing

Managing reliability, identifying empowerment issues

Identifying service problems, conducting root cause analysis, and modifying processes