Services Service is any act or performance thatone party can offer to another that isessentially intangible and does not resultin any ownership of anything. Itsproduction may or may not be tied tophysical products. Defense, postal, hospitality, education,airlines, law firms, entertainment etc.
Characteristics of ServiceMarketing It has 4 major characteristics:1. Intangibility2. Variability3. Inseparability4. perishability
‘p’s of Service Marketing1. People : selection, training & motivationof employees can make a hugedifference in customer satisfaction.2. Process : Here service companies suchdifferent formats as cafeteria-style, fast-food, buffet & candlelight.3. Physical evidence : Actual experienceof services.
Qualities of services1. Search qualities: The buyer can evaluatebefore purchase.2. Experience qualities: The buyer canevaluate after purchase.3. Credence qualities: The buyer normallyfinds hard to evaluate even afterconsumption.
Difference between serviceand product marketing The majority of differences in how to marketservices and products are attributed to fourunique characteristics: Intangibility Inseparability Heterogeneity Perish ability
Measurement aspects inservice marketing There are two processes of measuringservice marketing :1. Objective process : this method includestwo processesA. Primary processB. Secondary process2. Subjective process : SERVQUAL methodis used in this process to measure servicequality.
SERVQUAL SERVQUAL is an marketing aspect meansservice quality framework and measuresthe scale of quality in service sectors. It was developed in 1980s byzeithami, parasuraman and berry. Later this is refined into the RATER model. This model deals with the objective ofbridging the gap between the perceptionand expectation of customers.
Dimension of RATER model1. Reliability2. Assurance3. Tangibility4. Empathy5. Responsiveness RATER model identifies and bridges the gapbetween the perception and expectationwhich are as follows:
1. Management gap It deals with the expected services bycustomers and management perception ofconsumer expectation.2. Quality specification gap This gap identifies the difference between themanagement perception and actualspecification of customer experience.3. Service delivery gap Identifies difference between customer drivenservice design and standards and servicedelivery.
4. Market communication gap Found out the difference between thedelivery of the customer experience andwhat is to be communicated customer.5. Perceived service quality gap Identifies the customer perception ofexperience and customer perception ofexpectation.
Uses of SERVQUAL We can evaluate service quality from thecustomer’s perspective. We can track customer’s expectations andperceptions. We can compare a set of servqual scoresagainst those of competitors. We can compare the expectations andperceptions of different customer groups. We can assess the expectations andperceptions of internal customers.