1 marketing colleges and universities from a services perspective case vi presented by tom hayes...

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Marketing Colleges and Universities from

a Services Perspective

CASE VI

Presented byTom Hayes Ph.D.


Three Thoughts

• You can fight change, invest in change or create change

• We are in the business of “recruiting successful alumni”

• We are providing a “total educational experience”


Changes in the Service Sector

1) Shift in the Base of World Economies

2) Your customer's Expectations Are Shifted by Forces Outside Your Industry

3) Technology, Technology, Technology!


Seven P’s of Service

Product• Quality• Features• Options• Style• Brand

• Packaging• Services• Warranties

Traditional four P’s of Marketing

• Payment Period• Value Proposition

Price• List Price• Discounts


Place• Channels• Coverage• Location

Promotion• Advertising• Personal Selling

• Sales Promotion• Publicity• Direct Marketing



Physical Evidence• Arrangements of objects• Materials used• Shapes/lines• Lighting/shadows

• Training and rewarding systems

3 more P’s

Process Design• Policies & Procedures• Delivery cycle time

Participant• Service Provider• Customer being serviced

• Color• Temperature• Noise

• Other employees and customers



“There are no such things as service industries. There are only industries whose service

components are greater or less than those of other industries. Everybody is in service.”

Theodore Leavitt

“If you are not servicing the customer, you had better be servicing someone who is.”

Albrecht & Zemke


Differences Between Services and Packaged Goods

• Intangibility

• Inseparability

• Variability

• Perishability

• Trust is a key component

• The customer participates in the process


In the next decade customer satisfaction will surpass profits as the

key performance measures.

(Study by Korn/Ferry International)


Performance–Attitude–Behavior Model

Service orproductcontact

Asexpected

Satisfied Vulnerable

Much better than

expected

“Delighted” Loyal

Worsethan

expectedDissatisfied Exit

Existingcustomerattitudes


Zone

of

Tolerance

Desired Service

Adequate Service

It is all about expectations!

Source: Zeithaml & Bihner, 1996


What Creates Expectations

• What you tell them• What you imply• Personal needs• A sense of urgency• What others demand of them• Word of mouth• Options• Past experience


Other’s Definition

Quality = Zero Defects– Deming

Conformance to specifications– Crosby

“Attention to detail and exceeding customer expectations”– Disney


The Customer’s Definition– Berry et al

• Reliability– Consistency– Dependability– Honor your promises

• Responsiveness– Willingness/readiness of employees to provide service– Timeliness of service


• Competence– Possession required skills and knowledge– Of contact personnel– Of operational support personnel– Research capability of firm

• Access– Approachability and ease of contact


• Courtesy– Politeness– Respect– Consideration– Friendliness

• Communication– Keeping customers informed in language they understand– Listening to customers


• Credibility– Trustworthiness– Believability– Honesty

• Security– Freedom from danger, risk or doubt– Physical safety– Financial– Confidentiality


• Understanding the Customer– The marketing concept– Specific customer requirements– Individualized attention– Recognizing the regular customer

• Tangibles– Physical evidence of service

• Facilities• Personnel• Other customers• Tools or equipment


Key Factors:Lack of market segmentation

Insufficient marketing researchInadequate use of marketing research

Lack of interaction between management and customersInsufficient communication between contact employees and managers

Breakdown in Service Quality

CustomerExpectations

Perceptions ofCustomer Expectations

Source of For Service Gaps: Zeithaml, Berry & Parasuraman, 1993.

GAP1

Service Gaps


Key Factors:Lack of customer-defined standards and

process managementAbsence of formal process for setting service quality goalsPerception of infeasibility — that customer expectations

cannot be metInadequate management commitment to service quality

Perceptions ofCustomer Expectations

Service QualityStandards


GAP2

Service Gaps



Key Factors:Role ambiguity among employees

Role conflict among employeesPoor employee - technology - job fit

Inappropriate evaluation / compensation systemlack of perceived control (contact personnel!)

Lack of teamwork

Service QualityStandards

Service Delivery


GAP3


Service Gaps


Service Gaps

Key Factors:Inadequate management of expectations

Overpromising in advertisingOverpromising in personal selling

Inadequate communication among departments/functionsDifferences in policies and procedures across branches or units

Service Delivery

ExternalCommunications

to Customers


GAP4



Thank you!

[email protected]

1 marketing colleges and universities from a services perspective case vi presented by tom hayes...

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