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Service marketing


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  • 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