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    Unit IV 2.service Marketing

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    riddhi_25
    This document discusses key concepts in designing and managing services. It defines what a service is and lists some common service sectors such as government, nonprofit, and business. It also outlines categories of service mixes and characteristics that distinguish different types of services such as whether they are equipment-based or people-based. The document then discusses four distinctive characteristics of services: intangibility, inseparability, variability, and perishability. It provides strategies for addressing each of these characteristics and concludes with frameworks for evaluating service quality and best practices in service design and management.

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    Unit IV 2.service Marketing

    Uploaded by

    riddhi_25
    27 views16 pages
    This document discusses key concepts in designing and managing services. It defines what a service is and lists some common service sectors such as government, nonprofit, and business. It also outlines categories of service mixes and characteristics that distinguish different types of services such as whether they are equipment-based or people-based. The document then discusses four distinctive characteristics of services: intangibility, inseparability, variability, and perishability. It provides strategies for addressing each of these characteristics and concludes with frameworks for evaluating service quality and best practices in service design and management.

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    Unit IV 2.Service Marketing

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    This document discusses key concepts in designing and managing services. It defines what a service is and lists some common service sectors such as government, nonprofit, and business. It also outlines categories of service mixes and characteristics that distinguish different types of services such as whether they are equipment-based or people-based. The document then discusses four distinctive characteristics of services: intangibility, inseparability, variability, and perishability. It provides strategies for addressing each of these characteristics and concludes with frameworks for evaluating service quality and best practices in service design and management.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    27 views16 pages

    Unit IV 2.service Marketing

    Uploaded by

    riddhi_25
    This document discusses key concepts in designing and managing services. It defines what a service is and lists some common service sectors such as government, nonprofit, and business. It also outlines categories of service mixes and characteristics that distinguish different types of services such as whether they are equipment-based or people-based. The document then discusses four distinctive characteristics of services: intangibility, inseparability, variability, and perishability. It provides strategies for addressing each of these characteristics and concludes with frameworks for evaluating service quality and best practices in service design and management.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    13

    Designing and Designing and Managing Services Managing Services

    What is a Service?
    A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product.

    Service Sectors
    Government Private nonprofit

    Business Manufacturing

    Retail

    Categories of Service Mix


    Pure tangible good Pure tangible good Good w/ accompanying services Good w/ accompanying services Hybrid Hybrid Service w/ accompanying goods Service w/ accompanying goods Pure service Pure service

    Service Distinctions
    Equipment-based or people-based Service processes Clients presence required or not Personal needs or business needs Objectives and ownership

    Continuum of Evaluation for Different Types of Products

    Distinctive Characteristics of Services 1. Intangibility

    Strategies
    Physical Evidence and Presentation
    Place People Equipment Communication material Symbols Price

    2. Inseparability 3. Variability
    Strategies

    Invest in good hiring and training procedures Standardize the serviceperformance process Monitor customer satisfaction

    4.Pherishability
    Matching Demand and Supply Demand side Differential pricing Nonpeak demand Complementary services Reservation systems Supply side Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion

    Strategies for service marketing


    In Addition to the stategies that corresponds to different characteristics, marketers can adopt the holistic marketing strategy for service marketing (see the figure)

    Three Types of Marketing in Service Industries

    Service-Quality Model

    Gaps That Cause Unsuccessful Service Delivery


    1. Gap between consumer expectation and management perception 2. Gap between management perception and service-quality specifications 3. Gap between service-quality specifications and service delivery 4. Gap between service delivery and external communications 5. Gap between perceived service and expected service

    Service Companies should identify these gaps and should try to remove or at least minimize the gaps to improve the quality of services.

    Determinants of Service Quality


    Reliability Responsiveness Assurance Empathy Tangibles

    Best Practices
    Strategic Concept Top-Management Commitment High Standards Self-Service Technologies Monitoring Systems Satisfying Customer Complaints Satisfying Employees

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