A brief walkthrough on different types of Service Marketing Models and correlation with marketing goals.

1. Service
Marketing
Models
Dr. Som Singh

2. Correlation of models in
Service Marketing

3. The
GAP
Model
Customer’s
Assessment
Real
Expecta9on
Inflated
Expecta9on
Promoted
Expecta9on
Service
Provider’s
Assessment
Management’s
Perceived
Customer
Expecta9on
Service
Design
Spec.
Service
Delivered
G1
G2
G3
G4
Service
Received
Conformance
Design
Marketing
Communication
Causes of Gaps
Service
Quality

4. Integra(on
into
the
service
produc(on
process
Level
of
Informa(on
Idea
genera(on
Ini(al
market
research
Strategic
service
defini(on
Ini(al
service
communica(on
Service
expecta(ons
Buying
decision
quality
percep(on/
(dis-­‐)
sa(sfac(on
Market
informa-on
Marke9ng
process
of
service
companies
ACer
sales
support
Service
produc(on
Marke(ng
implementa(on
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)
Marke9ng
Implementa9on
The
Integrated
Service
Marke9ng
Model

5. - 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
Marke9ng
Implementa9on
The
Integrated
Service
Marke9ng
Model

6. Marke9ng
process
of
service
companies
Integra(on
into
the
service
produc(on
process
Level
of
Informa(on
Idea
genera(on
Ini(al
market
research
Strategic
service
defini(on
Ini(al
service
communica(on
Service
expecta(ons
Buying
decision
quality
percep(on/
(dis-­‐)
sa(sfac(on
Market
informa-on
ACer
sales
support
Service
produc(on
Marke(ng
implementa(on
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)
Informa-on
gathering
The
Integrated
Service
Marke9ng
Model

7. Marke9ng
process
of
service
companies
Integra(on
into
the
service
produc(on
process
Level
of
Informa(on
Idea
genera(on
Ini(al
market
research
Strategic
service
defini(on
Ini(al
service
communica(on
Service
expecta(ons
Buying
decision
quality
percep(on/
(dis-­‐)
sa(sfac(on
Market
informa-on
ACer
sales
support
Service
produc(on
Marke(ng
implementa(on
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)
Informa-on
gathering
The
Integrated
Service
Marke9ng
Model

8. Marke9ng
process
of
service
companies
Integra(on
into
the
service
produc(on
process
Level
of
Informa(on
Idea
genera(on
Ini(al
market
research
Strategic
service
defini(on
Ini(al
service
communica(on
Service
expecta(ons
Buying
decision
quality
percep(on/
(dis-­‐)
sa(sfac(on
Market
informa-on
ACer
sales
support
Service
produc(on
Marke(ng
implementa(on
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)
Informa-on
transfer
The
Integrated
Service
Marke9ng
Model

9. Integra(on
into
the
service
produc(on
process
Level
of
Informa(on
Idea
genera(on
Ini(al
market
research
Strategic
service
defini(on
Ini(al
service
communica(on
Service
expecta(ons
Buying
decision
quality
percep(on/
(dis-­‐)
sa(sfac(on
Market
informa-on
Marke9ng
process
of
service
companies
ACer
sales
support
Service
produc(on
Marke(ng
implementa(on
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)
Internal
informa-on
processing
The
Integrated
Service
Marke9ng
Model

10. - 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.
Conclusion

11.
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