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Services marketing and franchising in the service sector

Services marketing and franchising in the service sector. Rozenn Perrigot. Introduction. Introduction. More and more chains in the service sectors Specificities. Nature of services. Nature of the services. Classification Continuum. C haracteristics of services.

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Services marketing and franchising in the service sector

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  1. Services marketing and franchising in the service sector Rozenn Perrigot

  2. Introduction

  3. Introduction • More and more chains in the service sectors • Specificities

  4. Nature of services

  5. Nature of the services • Classification • Continuum

  6. Characteristics of services

  7. Service characteristics (1/2)

  8. Service characteristics (2/2) Contacts with the customers Customer-basedrelationships

  9. Exercise • How do franchisors deal with these four characteristics? • Highlight some key elements as displayed on their website • Hotel sector • Restaurant sector • Home care sector • Hairdressing sector

  10. Marketing in the services

  11. Marketing in the services Company Internal Marketing External Marketing Employees Customers Interactive Marketing

  12. Mix-Marketing in the services • Traditional 4Ps • Product • Promotion • Price • Place/Distribution • Services-based 3Ps • Process • Physicalevidence (ambience) • People

  13. Managingcustomerrelationships

  14. Managingcustomerrelationship (1/4) • Relationship marketing

  15. Managingcustomerrelationship (2/4) • Benefits for the organization • Increasedpurchases • Lowercost • Lifetime value of customer • Sustainablecompetitiveadvantage • Word of mouth • Employee satisfaction and retention

  16. Managingcustomerrelationship (3/4) • Benefits for the customer • Risk and stress reduction • Higher-quality service • Avoidance of switching costs • Social and status benefits

  17. Managingcustomerrelationship (4/4) • Developing customer retention strategies • Targeting customers for retention • Bonding • Internal marketing • Promise fulfillment • Building trust • Service recovery

  18. Managing service quality

  19. Managing service quality (1/4) • Barriers to the matching of expected and perceived service levels • Misconception barrier • Inadequate resources barrier • Inadequate delivery barrier • Exaggerated promised barrier

  20. Managing service quality (2/4) • Meeting customer expectations • Access • Reliability • Credibility • Security • Understanding the customer • Responsiveness • Courtesy • Competence • Communication • Tangibles

  21. Managing service quality (3/4) • “Philosophy” • Customer obsession • Top management commitment • High service quality standards • Monitoring systems • Good service recovery

  22. Managing service quality (4/4) • Measuring service quality with Servqual scale

  23. Managing service productivity

  24. Managing service productivity • Technology • Customer involvement in production • Supply and demand balance

  25. Managing service staff

  26. Managing service staff • Satisfied employees -> Satisfied customers • Selection • Training • Socialization • Empowerment • Motivation • Service assessment

  27. Services marketing and franchising in the service sector Rozenn Perrigot

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