Ch 13 designing and managing services gonzaga
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Learning questions for designing and managing services
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Ch 13 designing and managing services gonzaga
- 1. TOP 10 Learning Questions for For Chapter 13 Designing and Managing Services Foglight Carlos Gonzaga December 15, 2011
- 7. Three steps service firms can take to increase quality control Invest in good hiring and training procedures – Recruiting the right employees and providing them with excellent training Standardize the service-performance process - A service blueprint can simultaneously map out the service process, the points of customer contact, and the evidence of service from the customer's point of view. Monitor customer satisfaction - Employ suggestion and complaint systems, customer surveys, and comparison shopping.
- 8. Three steps service firms can take to increase quality control Monitor customer satisfaction - Employ suggestion and complaint systems, customer surveys, and comparison shopping. 24/7 customer service such as BPI’s 89-100 hotline is form of a suggestion and complaint system that helps companies monitor customer satisfaction.
- 15. Three Types of Marketing in Service Industries External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers. Internal marketing describes training and motivating employees to serve customers well.
- 16. Three Types of Marketing in Service Industries Interactive marketing describes the employees' skill in serving the client. Clients judge service not only by its technical quality (Was the surgery successful?), but also by its functional quality (Did the surgeon show concern and inspire confidence?).
- 23. Root causes of customer failure
- 28. Categories of service mix Tangible good with accompanying services Typically, the more technologically advanced the product, the greater the need for a broad range of high-quality supporting services. An example is Telecom companies offering mobile phones with pre-paid or postpaid plan services.
- 36. Developing brand strategies for services Jollibee’s iconic logo, mascot and tagline have been very effective brand elements that helped promote its corporate promise.
- 42. TOP 10 Learning Questions for For Chapter 13 Designing and Managing Services Foglight Carlos Gonzaga December 15, 2011