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Introduction To Services
Services are deeds, processes and
performances- Zeithmal and Bitner
Deeds – are action of the ser...
It is any act or performance that one party can
offer to another i.e. essentially intangible and
does not result in the ow...
Definitions
• Services are activities ,benefits or satisfaction
which are offered for sale and provided in
connection with...
• Service are those separately identifiable
, essentially activities , which provide want
satisfaction when marketed to co...
Goods & Service Continuum
•
•
•
•
•

Tangible Goods.
Service along with tangible goods.
Goods and services in near equal m...
• Tangible Goods – Companies offering tangible
goods e.g. soap , FMCG, toothpaste , salt etc.
Customer purchase these prod...
• Goods and service in near equal measure
The goods ( menu card, food, drinks etc. ) are
accompanied in equal measure by s...
• Service accompanied by minor
goods
Most airlines providing service are based on
comfort which is intangible in nature an...
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Introduction to services

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This P.P.T explores the understanding of service with suitable examples.

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Introduction to services

  1. 1. Introduction To Services Services are deeds, processes and performances- Zeithmal and Bitner Deeds – are action of the service provider Process – are steps in the provision of the service. Performance- is customer’s understanding of how the service has been delivered.
  2. 2. It is any act or performance that one party can offer to another i.e. essentially intangible and does not result in the ownership of anything. Its production may or may not be tied with a physical product. We can say that services have • Lack of physical output or construction. • Benefits to the receiver is from service rather than product offer. • The intangible offer • The possible combination of service with the production goods • Marketing of an idea or a concept
  3. 3. Definitions • Services are activities ,benefits or satisfaction which are offered for sale and provided in connection with the sale of goods -- American Marketing Association • A service is an activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. It production may or may not be tied to a physical product – Kotler And Armstrong (1991)
  4. 4. • Service are those separately identifiable , essentially activities , which provide want satisfaction when marketed to consumers and /or industrial users and which are not necessarily tied to the sale of a product or another service.– Stanton • Service as any primary or complimentary activity that does not directly produce a physical product , that is , the non goods part of transaction between buyer ( customer ) and seller (provider) – The Service Industrial Journal
  5. 5. Goods & Service Continuum • • • • • Tangible Goods. Service along with tangible goods. Goods and services in near equal measure. Pure service. Service accompanied by minor goods.
  6. 6. • Tangible Goods – Companies offering tangible goods e.g. soap , FMCG, toothpaste , salt etc. Customer purchase these products based on purely direct benefit received from consumption. • Services along with tangible goods- In case of technological dependent goods or other products for which customers need training and knowledge about product use , delivery , operating , training , validity. The customer loyalty and word of mouth communication are more likely to be dependent on the performance of these services than on the product performance . e.g. washing machine , refrigerators, cars, computers etc.
  7. 7. • Goods and service in near equal measure The goods ( menu card, food, drinks etc. ) are accompanied in equal measure by services (ambience , music, décor , atmosphere , hospitality , efficient service etc. ) to make it a memorable experience for the customer. • Pure service Some firms provide services that may not have any accompanying goods .For example – education, insurance , hospital , etc.
  8. 8. • Service accompanied by minor goods Most airlines providing service are based on comfort which is intangible in nature and accompanied by some minor goods such as food and drinks, magazines served on the aircraft., physical evidence of a service such as a ticket, boarding pass or a complimentary inflight magazine etc.

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