Your SlideShare is downloading. ×
Service marketing
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Service marketing


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Service Marketing Diana Oommachan
  • 2. Topics1. Creating, delivering, performing a service2. Basic, articulated, exciting attributes
  • 3. Key steps in service planning and creating1. Statement of objectives2. Detailed market and competitive analysis & swot analysis Resource allocation analysis From this, we get marketing opportunities & marketing assets statements
  • 4.  Marketing opportunities  Can the organisation afford to allocate the physical facilities, equipment, IT, etc. needed to market existing service products Marketing assets statements contains  Existing customer portfolio  Knowledge of market  competitors-product line, reputation of brand, marketing implementation skills , positioning strategies
  • 5. 3. Creating a service marketing concept- to clarify the benefits offered to customers and the cost they will incur in return Parallel step is to establish service operations concept- stipulates the nature of process involved, how and when various types of operating assets should be deployed4. Planning task then moves to service delivery process
  • 6. Service Delivery Delivery of a service involves six factors  Accountable service provider and his service suppliers(eg: people)  Equipment used to provide the service(eg: vehicle, cash register, computer systems)  Physical facilities(eg: buildings, parking, waiting rooms)  Requesting service consumer  Other customers at the service delivery location  Customer contact
  • 7. Attributes Characteristic that provide form and function to the service Are traced from business outcomes Which attribute to include is a design challenge
  • 8. Basic Attributes Attributes of service expected or taken for granted Not fulfilling these will cause perceptions of utility loss Fulfilling results in utility gain but only until the neutral zone after which there is no gain Basic attributes are simple components to a product Eg: Steering wheel in a vehicle. The vehicle is no good if it is not able to be steered
  • 9. Articulated Attributes Results in perceptions of utility gain when fulfilled and utility loss when not fulfilled Customers think that these are desirable but not most It is on these customers discriminate between companies Poor performance lead to customer dissatisfaction, good performance lead to satisfaction Price a customer is willing to pay for a product is closely tied to performance attributes Higher the performance attribute, higher the customer will be willing to pay for the product
  • 10. Exciting Attributes Delight and surprise customers Delivery of these will develop strong loyalty of the customers Results in perceptions of utility gain and when not fulfilled do not cause perceptions of utility loss