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Introduction To Service Marketing Grace


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Introduction To Service Marketing Grace

  1. 2. Service Marketing <ul><li>is marketing based on relationship and value. It may be a used to market a service or a product. </li></ul><ul><li>promoting intangible items. </li></ul><ul><li>Marketing - is the flow of goods and services from the producers to consumer. </li></ul><ul><li>Services - is the non-ownership equivalent of a good. Is a set of singular and perishable benefits. </li></ul>
  2. 3. <ul><li>Product </li></ul><ul><li>define as a “thing produced by labor or effort” or the “result of an act or a process”. </li></ul><ul><li>can be classified as tangible or intangible. </li></ul><ul><li>Tangible products </li></ul><ul><li>is any physical product. </li></ul><ul><li>Intangible products </li></ul><ul><li>is a non-physical product. </li></ul>
  3. 4. Services Defined <ul><li>Services are usually intangible. </li></ul><ul><li>Is not a physical good; rather, it is the performance of an act or a deed. </li></ul><ul><li>Requires consumers to be present during thte production or delivery of the service. </li></ul><ul><li>The service industries, are actually selling an experience. </li></ul>
  4. 6. Lovelock and Wright differentiate services from goods
  5. 9. Search, Experience, and Credence Qualities <ul><li>Qualities to evaluate product or services: </li></ul><ul><li>Search qualities – attributes that the consumer can investigate prior to making a purchase. </li></ul><ul><li>Experience qualities – attributes that ca be evaluated only after the purchase and consumption of a service </li></ul>
  6. 10. <ul><li>Credence qualities – attributes that are difficult to evaluate even after the service is consumed. </li></ul>
  7. 12. <ul><li>Firms use two basic strategies to compete: </li></ul><ul><li>Become a low-cost provider of a particular service </li></ul><ul><li>Focus on price competition, or focused on quality and try to differentiate your service from those offered by your competitors. </li></ul>Firms that can project high-quality images can charge higher prices.
  8. 15. GAP 1 GAP 2 GAP 3 GAP 4 GAP 5
  9. 16. Management perceptions of consumer expectations
  10. 17. Translation of perception into quality specificaitions Management perceptions of consumer expectations
  11. 18. Delivery gap <ul><li>This occurs when there is a difference between the service delivery specifications and the actual service delivery </li></ul>Service delivery Translation of perception into quality specificaitions
  12. 19. Communication gap <ul><li>This occurs when there is a differnce between the service delivered and the service promised. </li></ul>Service delivery External communications to consumers
  13. 20. Service Gap Is the final gap that exists when there is a difference between customers’ expectations of a service and their perceptions of the actual service once it is consumed. Expected service Perceived service
  14. 21. Managing Service Quality <ul><li>to develop a service-quality orientation, customers should perceived in the following way: </li></ul><ul><li>Each customer is the most important person in any business </li></ul><ul><li>Customers are not dependent on us, but we are dependent on them. </li></ul>
  15. 22. <ul><li>Customers do not interrupt our work. They are the purpose for it. </li></ul><ul><li>Customers do us a favor when thay call. We are not doing them a favor by providing them services. </li></ul><ul><li>Customers are part of our business, not outsiders. </li></ul><ul><li>Customers are human beings like us, with the same feelings and emotions. </li></ul>
  16. 23. <ul><li>Customers bring us their wants, and it is our job to fulfill them </li></ul><ul><li>Customers deserve the most courteous and attentive service we can provide. </li></ul><ul><li>Customers are the lifeblood of every business </li></ul>
  17. 24. Relationship Marketing <ul><li>is based on the proposition that it is less expensive to keep the customers that you already have than to acquire new customers. </li></ul><ul><li>It involves attracting, developing, and retaining customer relationships. </li></ul>