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CONTENTS Part one - Analysis 1 What is Service01 2 Nature of Service Intangibility and Direct Customer Contact01 3 The Customer Perspective01 4 What is a satisfied customer02 5 Competitive Positioning02 Part Two Service and Design in Action 6 Why Organizations focus on Services03 7 Core Product and Supplementary Services03 8 High Contact Service03 9 Customers Role in Service Delivery04 10 Five Golden Rules of Pizza Hut04 11 How Customers Measure a Service Quality05 12 Servqual Attributes and Pizza Hut05 13 How Management Measures Customers Satisfaction05 14 Four Principles of Positioning and Pizza Hut05 Part Three Management Issue 15 Management Issue at Pizza Hut Internal Marketing06 16 Components of Internal Marketing and Pizza Hut07 17 The tools of internal marketing and their application at Pizza Hut Developing an internal marketing mix07 18 Product07 19 Price08 20 Promotion08 21 Place09 22 Physical evidence09 23 Process 09 24 Participants09 25 CONCLUSION10 26 References11 27 Further Readings12 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 are the best examples being each is fast food outlet but with a different service approach and statement to the customers Pizza Hut has a different approach to perform according to the customers with a unique service
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