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    Unit 4 b2b and Services Marketing

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    mukul dish ahirwar
    The document discusses key concepts in service design including: 1) Service design focuses on coordinating people, communication, and materials to create quality customer experiences, while product design combines manufacturing and business knowledge to create physical objects. 2) There are often gaps between customer expectations of service and their actual perceptions, which can lead to dissatisfaction if expectations are not met or exceeded. 3) Service innovation and design involves applying design thinking methods to develop new services or improve existing ones to better meet customer needs.

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    Unit 4 b2b and Services Marketing

    Uploaded by

    mukul dish ahirwar
    10 views17 pages
    The document discusses key concepts in service design including: 1) Service design focuses on coordinating people, communication, and materials to create quality customer experiences, while product design combines manufacturing and business knowledge to create physical objects. 2) There are often gaps between customer expectations of service and their actual perceptions, which can lead to dissatisfaction if expectations are not met or exceeded. 3) Service innovation and design involves applying design thinking methods to develop new services or improve existing ones to better meet customer needs.

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    The document discusses key concepts in service design including: 1) Service design focuses on coordinating people, communication, and materials to create quality customer experiences, while product design combines manufacturing and business knowledge to create physical objects. 2) There are often gaps between customer expectations of service and their actual perceptions, which can lead to dissatisfaction if expectations are not met or exceeded. 3) Service innovation and design involves applying design thinking methods to develop new services or improve existing ones to better meet customer needs.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    10 views17 pages

    Unit 4 b2b and Services Marketing

    Uploaded by

    mukul dish ahirwar
    The document discusses key concepts in service design including: 1) Service design focuses on coordinating people, communication, and materials to create quality customer experiences, while product design combines manufacturing and business knowledge to create physical objects. 2) There are often gaps between customer expectations of service and their actual perceptions, which can lead to dissatisfaction if expectations are not met or exceeded. 3) Service innovation and design involves applying design thinking methods to develop new services or improve existing ones to better meet customer needs.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 17

    Unit 4

    MBA/BBA/B.com /PGDBM/UGC Net

    By
    Dr. Anand Vyas
    Service Design: Services vis-à-vis goods,
    Service design is the coordination and
    combination of people, communication, and
    material components to create quality service.
    Product design is the combination of
    manufacturing capabilities with product and
    business knowledge to convert ideas into
    physical and usable objects.
    Service Design
    Service Design is a human-centred approach
    that focuses on customer experience and the
    quality of service encounter as the key value
    for success. Service Design is a holistic
    approach, which considers in an integrated way
    strategic, system, process and touchpoint design
    decisions.
    Customer Expectations and
    Perceptions of Services
    Between each customer's expectations and
    perceptions are gaps. The larger the gap, the
    more likely to create unsatisfied customers. If
    customers have low expectations of you, it is not
    hard to meet them. If the customer's
    expectations are high and you don't meet or
    exceed them, they may go elsewhere
    the Gaps Model of Service Quality.
    The GAP Model of Service quality helps to
    identify the gaps between the perceived
    service and the expected service. Five Gaps
    occur in the Service Delivery Process Like The
    gap between Customer Expectation and
    Management Perception, Service Quality
    Specification and Management Perception and
    many more.
    Service innovation & Design,
    Service design innovation is the creative
    application of design thinking methods to the
    development of services. Just as products are
    designed in product design, concepts for
    services are developed in service design. Either
    existing services can be improved or completely
    new services can be created
    Customer Defined Service Standards
    The standards cover all the points of contact
    the business may have with the customer. In a
    sense, they are the expectations or rules for
    conduct in any customer transaction and how
    you want customers to feel about their
    experience with your company.
    Physical Evidence
    •Physical evidence refers to everything your
    customers see when interacting with your
    business. This includes: the physical
    environment where you provide the product or
    service. the layout or interior design. your
    packaging.

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