Marketing of Services
Services <ul><li>Any act of performance that one party can offer another that is essentially intangible and does not resul...
Categories of Service Mix Pure tangible good Goods accompanying services Hybrid Service accompanying goods Pure service
Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability
Physical Evidence and Presentation Place People Equipment Communication material Symbols Price
How to Increase Quality Control Invest in good hiring and training procedures Monitor customer satisfaction Standardize th...
Matching Demand and Supply <ul><li>Demand side </li></ul><ul><li>Differential pricing </li></ul><ul><li>Nonpeak demand </l...
Marketing for Services <ul><li>Three additional P’s </li></ul><ul><li>People </li></ul><ul><li>Physical evidence </li></ul...
Holistic Marketing for Services
Managing Differentiation <ul><li>Offering </li></ul><ul><li>Faster and Better Service Delivery </li></ul><ul><li>Image </l...
Factors Leading to Customer Switching Behavior <ul><li>Pricing </li></ul><ul><li>Inconvenience </li></ul><ul><li>Core Serv...
Service-Quality Model
Gaps that Cause Unsuccessful Service Delivery <ul><li>Gap between consumer expectation and management perception </li></ul...
Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles
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Services

  1. 1. Marketing of Services
  2. 2. Services <ul><li>Any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything. </li></ul><ul><li>Its production may or may not be tied to a physical product. </li></ul>
  3. 3. Categories of Service Mix Pure tangible good Goods accompanying services Hybrid Service accompanying goods Pure service
  4. 4. Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability
  5. 5. Physical Evidence and Presentation Place People Equipment Communication material Symbols Price
  6. 6. How to Increase Quality Control Invest in good hiring and training procedures Monitor customer satisfaction Standardize the service-performance process
  7. 7. Matching Demand and Supply <ul><li>Demand side </li></ul><ul><li>Differential pricing </li></ul><ul><li>Nonpeak demand </li></ul><ul><li>Complementary services </li></ul><ul><li>Reservation systems </li></ul><ul><li>Supply side </li></ul><ul><li>Part-time employees </li></ul><ul><li>Peak-time efficiency </li></ul><ul><li>Increased consumer participation </li></ul><ul><li>Shared services </li></ul><ul><li>Facilities for future expansion </li></ul>
  8. 8. Marketing for Services <ul><li>Three additional P’s </li></ul><ul><li>People </li></ul><ul><li>Physical evidence </li></ul><ul><li>Process </li></ul>
  9. 9. Holistic Marketing for Services
  10. 10. Managing Differentiation <ul><li>Offering </li></ul><ul><li>Faster and Better Service Delivery </li></ul><ul><li>Image </li></ul>
  11. 11. Factors Leading to Customer Switching Behavior <ul><li>Pricing </li></ul><ul><li>Inconvenience </li></ul><ul><li>Core Service Failure </li></ul><ul><li>Service Encounter Failures </li></ul><ul><li>Response to Service Failure </li></ul><ul><li>Competition </li></ul><ul><li>Ethical Problems </li></ul><ul><li>Involuntary Switching </li></ul>
  12. 12. Service-Quality Model
  13. 13. Gaps that Cause Unsuccessful Service Delivery <ul><li>Gap between consumer expectation and management perception </li></ul><ul><li>Gap between management perception and service-quality specifications </li></ul><ul><li>Gap between service-quality specifications and service delivery </li></ul><ul><li>Gap between service delivery and external communications </li></ul><ul><li>Gap between perceived service and expected service </li></ul>
  14. 14. Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles
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