Presentation1.pptx this presentation introduces service and retail marketing

marketing

1. Service Innovation

2. IMPORTANT CONSIDERATIONS FOR SERVICE INNOVATION Involve Customers and Employees Employ Service Design Thinking and Techniques

3. A set of five principles has been proposed as central to service design thinking User-centered: Services should be experienced and designed through the customer’s eyes.

4. 2. Cocreative : All stakeholders should be included in the service design process.

5. 3. Sequencing: A service should be visualized as a sequence of interrelated actions.

6. 4. Evidencing: Intangible services should be visualized in terms of physical artifacts.

7. 5. Holistic: The entire environment of a service should be considered.

8. Service Offering Innovation Major or radical innovations – are new services for markets as yet undefined. Example - the first broadcast television services

9. Start-up businesses consist of new services for a market already served by existing products that meet the same generic needs.

10. Examples Online banking for financial transactions Ride sharing services that compete with traditional taxi services. Many new mobile phone applications fit in this category.

11. Service Innovation and Development Process Source: Michael Levy, Barton A. Weitz , Dhruv Grewal , Retailing Management, McGraw Hill (2023).

12. Service Blueprint Components Source: Michael Levy, Barton A. Weitz , Dhruv Grewal , Retailing Management, McGraw Hill (2023).

13. Blueprint for Express Mail Delivery Service Source: Michael Levy, Barton A. Weitz , Dhruv Grewal , Retailing Management, McGraw Hill (2023).

14. Blueprint for Overnight Hotel Stay Service Source: Michael Levy, Barton A. Weitz , Dhruv Grewal , Retailing Management, McGraw Hill (2023).

15. Thank You