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Service marketing models - Unspun Consulting Group
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description
Marketing models for Service companies that will help optimize brand and lead generation.
Transcript of Service marketing models - Unspun Consulting Group
Service Marketing Models Dr. Som Singh
Correlation of models in Service Marketing
The GAP Model
Customer’s Assessment
Real Expecta9on
Inflated Expecta9on Promoted Expecta9on
Service Provider’s Assessment
Management’s Perceived Customer Expecta9on
Service Design Spec.
Service Delivered
G1
G2
G3
G4
Service Received
Conformance
Design
Marketing
Communication
Causes of Gaps
Service Quality
Integra(on into the service produc(on process
Level of Informa(on
Idea genera(on
Ini(al market research
Strategic service defini(on
Ini(al service communica(on
Service expecta(ons
Buying decision
quality percep(on/ (dis-‐) sa(sfac(on
Market informa-on
Marke9ng process of service companies
ACer sales support
Service produc(on
Marke(ng implementa(on
Buying process of the customer (to be influenced by the service firm)
Marke9ng Implementa9on
The Integrated Service Marke9ng Model
- Information management plays a crucial role in service marketing - Information is not only gathered during initial market research but also during the whole service (marketing) process
- Also, information can be spread not only during the initial communication phase but also (and especially) during the service production process
- Important to ensure an effective information flow within the company
Marke9ng Implementa9on
The Integrated Service Marke9ng Model
Marke9ng process of service companies
Integra(on into the service produc(on process
Level of Informa(on
Idea genera(on
Ini(al market research
Strategic service defini(on
Ini(al service communica(on
Service expecta(ons
Buying decision
quality percep(on/ (dis-‐) sa(sfac(on
Market informa-on
ACer sales support
Service produc(on
Marke(ng implementa(on
Buying process of the customer (to be influenced by the service firm)
Informa-on gathering
The Integrated Service Marke9ng Model
Marke9ng process of service companies
Integra(on into the service produc(on process
Level of Informa(on
Idea genera(on
Ini(al market research
Strategic service defini(on
Ini(al service communica(on
Service expecta(ons
Buying decision
quality percep(on/ (dis-‐) sa(sfac(on
Market informa-on
ACer sales support
Service produc(on
Marke(ng implementa(on
Buying process of the customer (to be influenced by the service firm)
Informa-on gathering
The Integrated Service Marke9ng Model
Marke9ng process of service companies
Integra(on into the service produc(on process
Level of Informa(on
Idea genera(on
Ini(al market research
Strategic service defini(on
Ini(al service communica(on
Service expecta(ons
Buying decision
quality percep(on/ (dis-‐) sa(sfac(on
Market informa-on
ACer sales support
Service produc(on
Marke(ng implementa(on
Buying process of the customer (to be influenced by the service firm)
Informa-on transfer
The Integrated Service Marke9ng Model
Integra(on into the service produc(on process
Level of Informa(on
Idea genera(on
Ini(al market research
Strategic service defini(on
Ini(al service communica(on
Service expecta(ons
Buying decision
quality percep(on/ (dis-‐) sa(sfac(on
Market informa-on
Marke9ng process of service companies
ACer sales support
Service produc(on
Marke(ng implementa(on
Buying process of the customer (to be influenced by the service firm)
Internal informa-on processing
The Integrated Service Marke9ng Model
- Coordination of all marketing instruments - Achievement of marketing goals:
- Service marketing will offer several opportunities to balance customer expectations with customer perceptions
- Customer satisfaction (service quality) is a main factor that will impact customer retention
- Continuous and constant service quality accompanied by continuous, constant, and balanced communication efforts lead to the development of a strong brand image
- Coordination of Service Marketing with Product Management and other internal functions is crucial.
Conclusion
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