Service marketing models - Unspun Consulting Group

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Marketing models for Service companies that will help optimize brand and lead generation.

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Service marketing models - Unspun Consulting Group

  1. 1. Service Marketing Models Dr. Som Singh
  2. 2. Correlation of models in Service Marketing
  3. 3. The  GAP  Model   Promoted   Expecta9on   Service   Quality   Management’s   Perceived   Customer   Expecta9on   Causes of Gaps G4   G1   Marketing G2   G3   Real  Expecta9on   Design Conformance Service   Design  Spec.   Service   Delivered   Communication Inflated  Expecta9on   Service  Provider’s     Assessment   Service  Received   Customer’s   Assessment  
  4. 4. The  Integrated  Service  Marke9ng  Model   Marke(ng  implementa(on   Level  of  Informa(on   Marke9ng  Implementa9on   Idea  genera(on     Ini(al  market   research   Market   informa-on   Service  expecta(ons   Strategic  service   defini(on   Ini(al  service   communica(on   Buying  decision   Service  produc(on   Integra(on  into  the   service  produc(on  process   ACer  sales  support   quality  percep(on/   (dis-­‐)  sa(sfac(on   Marke9ng  process  of  service   companies   Buying  process  of  the  customer  (to  be   influenced  by  the  service  firm)  
  5. 5. The  Integrated  Service  Marke9ng  Model   Marke9ng  Implementa9on   - Information management plays a crucial role in service marketing - Information is not only gathered during initial market research but also during the whole service (marketing) process - Also, information can be spread not only during the initial communication phase but also (and especially) during the service production process - Important to ensure an effective information flow within the company
  6. 6. The  Integrated  Service  Marke9ng  Model   Marke(ng  implementa(on   Level  of  Informa(on   Informa-on  gathering   Idea  genera(on     Ini(al  market   research   Market   informa-on   Service  expecta(ons   Strategic  service   defini(on   Ini(al  service   communica(on   Buying  decision   Service  produc(on   Integra(on  into  the   service  produc(on  process   ACer  sales  support   quality  percep(on/   (dis-­‐)  sa(sfac(on   Marke9ng  process  of  service   companies   Buying  process  of  the  customer  (to  be   influenced  by  the  service  firm)  
  7. 7. The  Integrated  Service  Marke9ng  Model   Marke(ng  implementa(on   Level  of  Informa(on   Informa-on  gathering   Idea  genera(on     Ini(al  market   research   Market   informa-on   Service  expecta(ons   Strategic  service   defini(on   Ini(al  service   communica(on   Buying  decision   Service  produc(on   Integra(on  into  the   service  produc(on  process   ACer  sales  support   quality  percep(on/   (dis-­‐)  sa(sfac(on   Marke9ng  process  of  service   companies   Buying  process  of  the  customer  (to  be   influenced  by  the  service  firm)  
  8. 8. The  Integrated  Service  Marke9ng  Model   Marke(ng  implementa(on   Level  of  Informa(on   Informa-on  transfer   Idea  genera(on     Ini(al  market   research   Market   informa-on   Service  expecta(ons   Strategic  service   defini(on   Ini(al  service   communica(on   Buying  decision   Service  produc(on   Integra(on  into  the   service  produc(on  process   ACer  sales  support   quality  percep(on/   (dis-­‐)  sa(sfac(on   Marke9ng  process  of  service   companies   Buying  process  of  the  customer  (to  be   influenced  by  the  service  firm)  
  9. 9. The  Integrated  Service  Marke9ng  Model   Marke(ng  implementa(on   Level  of  Informa(on   Internal  informa-on  processing   Idea  genera(on     Ini(al  market   research   Market   informa-on   Service  expecta(ons   Strategic  service   defini(on   Ini(al  service   communica(on   Buying  decision   Service  produc(on   Integra(on  into  the   service  produc(on  process   ACer  sales  support   quality  percep(on/   (dis-­‐)  sa(sfac(on   Marke9ng  process  of  service   companies   Buying  process  of  the  customer  (to  be   influenced  by  the  service  firm)  
  10. 10. Conclusion   - Coordination of all marketing instruments - Achievement of marketing goals: - Service marketing will offer several opportunities to balance customer expectations with customer perceptions - Customer satisfaction (service quality) is a main factor that will impact customer retention - Continuous and constant service quality accompanied by continuous, constant, and balanced communication efforts lead to the development of a strong brand image - Coordination of Service Marketing with Product Management and other internal functions is crucial.
  11. 11.       Want  us  support  your  marke(ng  requirements?         Write  to  us  at  info@unspunmarke(ng.com    

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