Marketing Methods for Service Implementation

Dr Stephen DannSchool of Management, Marketing &

International Business, Australian National UniversityDecember 8, 2009

http://www.slideshare.net/stephendann

Marketing

marketing is the management process responsible for identifying,

anticipating and satisfying customer requirements efficiently and effectively

Chartered Institute of Marketing (1990)

CIM(2005) alters “efficiently and effectively” to “profitably”

Where can we fit?

http://www.ogc.gov.uk/guidance_itil_4671.asp

Marketing

People aspect of Organisational Change

Jan van Bon “IT service management” Van Haren Publishing (Amazon)

What can marketing offer?

End user centered view of the world

Everything is a product

And products are highly specific things

Products: Features versus Benefits

Service Dominant Logic

Service-dominant logic describes customer-actualized value as being idiosyncratic, experiential, contextual, and meaning laden

Customer sociability and the total service experience: Antecedents of positive word-of-mouth intentionsRonald J. Ferguson, Michele Paulin, Jasmin Bergeron (2010), Journal of Service Management 21 (1) 25 - 44DOI:10.1108/09564231011025100

idiosyncratic, experiential, contextual, and meaning laden

So how do we deal with that?

Option 1: Surrender

Option 2

Option 2: Break it down

ServiceDesign

Idea Belief – facts/figureAttitude - opinionsValue – right/wrong/morals

Objects

Behavior

Physical ObjectSoftware / SystemNo physical object

One off / rareOngoing / recurring / frequent

The Price Tag

Time • How long will this take?

Effort • Energy in, Garbage Out

Workstyle• What does this do to the daily work routine?

Comfort• Out of routine error

Psyche• Sense of competence

Perceived risk• psychological risk• social risk• usage risk• physical risk

Money• down payments on success• extra coffee / training / beer

Bug checking the service delivery

Gaps Model of Service Quality

Customer Gap:difference between customer expectations and

perceptions

Provider Gap 1 (The Knowledge Gap):not knowing what customers expect

Provider Gap 2 (The Service Design & Standards Gap):not having the right service designs and standards

Provider Gap 3 (The Service Performance Gap):not delivering to service standards

Provider Gap 4 (The Communication Gap):not matching performance to promises

PerceivedService

Expected Service

Them

Us

ExpectationGap

Gap 1

Gap 2

Gap 3

External Communications

Gap 4ServiceDelivery

User-Driven Service Designs and Standards

Our Perceptions of their Expectations

Gaps Model of Service Quality

Zeithaml, M, Bitner, M J, Gremler D, (2008) Services Marketing, McGraw Hillhttp://www.amazon.com/Services-Marketing-Valarie-Zeithaml/dp/0073380938/ref=dp_ob_title_bk

Provider Gap 1: Not knowing what people expect

Provider Gap 2: Not selecting the right service designs and standards

Provider Gap 3: Not delivering to service standards

Provider Gap 4: Not matching performance to promises

End user Expectations

End user Perceptions

Customer Gap

CustomerGap

Wrapping it up

Marketing is about the peopleUnderstand what they think you’re

deliveringCheck the expectation matches the

delivery

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Dr Stephen DannSchool of Management, Marketing & International BusinessAustralian National University

@stephendannStephen.dann@anu.edu.auhttp://www.slideshare.net/stephendann