8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 1/13

 James S. Boles

Robinson College of Business

Georgia State University 

@james s boles 2010

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 2/13

@james s boles 2010

What is a Service? A service is any act of performance that one party canoffer another that is essentially intangible and does not

result in the ownership of anything; its productionmay or may not be tied to a physical product.

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 3/13

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 4/13

How do Services differ

from Products?

@james s boles 2010

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 5/13

@james s boles 2010

Distinctive Characteristics

of Servicesy Intangibility 

y Inseparability 

y Variability y Perishability 

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 6/13

@james s boles 2010

Physical Evidence and Presentationy Place

y People

y Equipmenty Communication material

y Symbols

y Price

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 7/13

@james s boles 2010

How to Increase Quality Controly Invest in good hiring and training procedures

y Standardize the service-performance process

y Monitor customer satisfaction

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 8/13

@james s boles 2010

Matching Demand and Supply

Demand side

y Differential pricing

y Nonpeak demand

y Complementary services

y Reservation systems

Supply side

y Part-time employees

y Peak-time efficiency 

y Increased consumerparticipation

y Facilities for futureexpansion

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 9/13

@james s boles 2010

Solutions to Customer Failuresy Redesign processes and redefine customer roles to

simplify service encounters

y Incorporate the right technology to aid employeesand customers

y Create high-performance customers by enhancingtheir role clarity, motivation, and ability 

y Encourage customer citizenship where customershelp customers

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 10/13

@james s boles 2010

Table 13.1 Factors Leading to Customer

Switching Behaviory Pricing

y Inconvenience

y Core Service Failure

y Service Encounter Failures

y Response to Service Failure

y Competition

y

Ethical Problemsy Involuntary Switching

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 11/13

@james s boles 2010

Gaps that Cause Unsuccessful

Service Deliveryy Gap between consumer expectation and

management perception

y

Gap between management perception and service-quality specifications

y Gap between service-quality specifications andservice delivery 

yGap between service delivery and externalcommunications

y Gap between perceived service and expectedservice

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 12/13

@james s boles 2010

Determinants of Service Qualityy Reliability 

y Responsiveness

y Assurancey Empathy 

y Tangibles

8/9/2019 Managing Services and the Service Encounter Alexandria Emba 2010 03

http://slidepdf.com/reader/full/managing-services-and-the-service-encounter-alexandria-emba-2010-03 13/13

Table 13.4 Top Customer

Service Providers

y USAA 

y Four Seasons Hotels*

y Cadillac*y Nordstrom*

y Wegman Food Markets

y Edward Jones*

y Lexus*

y UPS*

y Enterprise Rent-a-Car*y Starbucks*

y Ritz-Carlton*

y Amica Insurance

y Southwest Airlines*

@james s boles 2010