SERVICE MARKETING AND MANAGEMENT
Robert Owen, Ph.D.
Associate Professor of Marketing
College of Business, Texas A&M University-Texarkana
We will focus primarily on how service products are produced to best meet
customer needs and wants;
less of our focus will be on how to deal with a dis-satisfied customer after
the product has been produced and consumed.
My expectation is that at the end, participants will have formulated a strategy
and tactics that could be implemented in their own departments or divisions.
This is the outline as originally proposed.
Below the outline is a list of links to materials to be used for each week.
We will deviate from this proposal as needed to suit the needs of those in
The list link will, therefore, be created for each week only after the
completion of the prior week;
look for new materials on about Thursday of each week.
- Introduction to Service as a Product and a Production Process
Marketing mix; environmental and competitive analysis; exchange process;
product value; customer satisfaction; product evaluation; distinguishing
characteristics of service products; capacity management; de-marketing;
lifetime value of a customer evaluation; service flowcharting.
- Managing the Service Encounter
Customer contact; boundary spanning employees; customer as co-producer;
customer evaluation of services; customer comment analysis; customer
misbehavior; gap analysis; internal marketing; service guarantees.
- Service Product Design, Production, and Delivery
Perceptual mapping; product positioning and repositioning; frontline vs.
back room operations; service blueprinting.
- Presentation of Strategies and Tactics
Brief informal, non-written, non-mandatory sharing of ideas compiled from
tools that have been used in previous sessions.
These could include an environmental assessment, perceptual mapping, gap
analysis, customer analysis, flowcharting, blueprinting.