Learning for Life “Understanding the Uniqueness of Services and Using Marketing Research to Focus on the Consumer and to Build Relationships. Designing, Delivering and Managing Service Promises"

2004-06-19

The seminar took place at ALBA facilities on Saturday, June 19th, 2004 and it was conducted by Michael Tsiros, Associate Professor of Marketing, University of Miami, the “Tassos Papastratos” Research Professor of Marketing, ALBA

Seminar Outline:

1. Introduction to services and understanding customer expectations and perceptions of services:

• Unique aspects and challenges of services
• Introduction of the GAP model
• The role of People, Process and Physical evidence in services
• How is the consumer decision making process unique in services?
• Relationship between customer satisfaction and loyalty Dimensions of service quality (SERVQUAL)

2. Listening to the customer – Conducting marketing research

• Evaluating service encounters
• Portfolio of services research
• Tracking customer expectations and perceptions through marketing research
• Building customer relationships (benefits to customers and organizations)
• Case analysis: Custom Research Inc. (A); Harvard Business School

3. Service development, design, and delivery

• Translating expectations and perceptions to service quality specifications
• Service blueprinting
• Quality function deployment
• Employees’ roles in service delivery
• Customers’ roles in service delivery
• Managing demand and capacity

4. Managing service promises

• Integrated services marketing communications
• Pricing of services
• The financial and economic effect of services
• Performing a services marketing “audit” (Index of Marketing Excellence)
• Case analysis: North Pittsburgh Telephone Company; IVE