CONTENTS
Part one: - Analysis
1. What is Service? 01
2. Nature of Service (Intangibility) and Direct Customer Contact 01
3. The Customer Perspective 01
4. What is a "satisfied" customer? 02
5. Competitive Positioning 02
Part Two. Service and Design in Action:
6. Why Organizations focus on Services? 03
7. Core Product and Supplementary Services 03
8. High Contact Service 03
9. Customers Role in Service Delivery 04
10. Five Golden Rules of Pizza Hut 04
11. How Customers Measure a Service Quality 05
12. Servqual Attributes and Pizza Hut 05
13. How Management Measures Customers' Satisfaction? 05
14. Four Principles of Positioning and Pizza Hut 05
Part Three. Management Issue
15. Management Issue at Pizza Hut (Internal Marketing) 06
16. Components of Internal Marketing and Pizza Hut 07
17. The tools of internal marketing and their application at Pizza Hut
Developing an internal marketing mix 07
18. Product 07
English: A picture of a plaque at the first Pizza ...
Stone House, Market Cross and Lloyds TSB, High Str...
English: Countries with Pizza Hut outlets.19. Price 08
20. Promotion 08
21. Place 09
22. Physical evidence 09
23. Process 09
24. Participants 09
25. CONCLUSION 10
26. References 11
27. Further Readings 12
Part 1. Analysis
What is "Service"?
"Services are economic activities that create value and provide benefits for customers at specific times and places as a result of bringing about a desired change in, or on behalf of, the recipient of the service. " (Christopher Lovelock, 2001. p03)
Any activity that is performed to fulfill the needs and expectations and perception of others like customers, society, organizations etc. Today is the age of service organizations as, consultancy services, employment agencies, food, law, and education services etc. There is a war among world organizations national or multinational to position themselves close to their customers to get maximum market share by customers' satisfaction by fulfilling their needs. Pizza Hut, KFC, and McDonalds...