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People in service marketing

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Transcript

  • 1. “THINK LIKE A CUSTOMER” -PAUL GILLIN
  • 2. Prepared by Ponmuthu S MBA “A” Vels university PEOPLE IN SERVICE MARKETING
  • 3. SERVICE MARKETING • Activity or benefit that one party can offer to 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
  • 4. EXTENDED SERVICE MIX • Product • Pricing • Place • Promotion Booms and Bitner suggested • People • Process • Physical Evidence
  • 5. PEOPLE • People refer to all people directly or indirectly involved in the production and consumption of a service, • example employees or other consumers
  • 6. PEOPLE cont.., • Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it • Service firms depend heavily on the ability of employees to deliver the service • People are the transactional interface between the company and its customers • people deliver the service and they collect money
  • 7. PEOPLE cont.., • People in Training, Personal Selling, Customer Service
  • 8. EMPLOYEE CONTRIBUTION • Employees contribute to service quality by creating a favourable image for the firm, and by providing better service than the competitions. Hair Stylists  personal trainers nurses counsellors and call centre personnel
  • 9. SERVICE DIFFERS.., • Service firms must find ways in which they can effectively manage the employees to ensure that their attitudes and behaviours are conducive to the delivery of service quality • This is especially important in services because employees tend to be variable in their performance, which can lead to variable quality • i.e. heterogeneity in the performance of services
  • 10. SERVICE DIFFERS cont.., • The quality of a service can vary from service providers and customers among many other factors  A visit to a hospital  At the restaurant, Accountancy and consulting services
  • 11. DELIVERY OF SERVICE • Delivery of services occurs during interaction between employees and customers • Attitudes and behaviours of the service providers can significantly affect customers' perceptions of the service
  • 12. CONCLUSION • People directly or indirectly involved in the production and consumption of a service • It involves the simultaneous production and consumption of services • Competitive advantage • The quality of a service can vary from service providers and customers among many other factors • Significantly affect customers' perceptions of the service
  • 13. THANK YOU