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3 p’s of service marketing

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People, Process and Physical evidence (3P’s) of service marketing.

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3 p’s of service marketing

  1. 1. People, Process and Physical evidence (3P’s) of service marketing.Presented by : Junesh Acharya
  2. 2. Outlines• Introduction• 3P’s interaction model in marketing.• 3P’s in Southwest Airlines.• 3P’s in Mid-City Hospital Pvt .Ltd.• 3P’s in Coles Departmental Store.• Conclusion.
  3. 3. “…in service marketing there are five central factorsinfluencing much marketing strategy,including: intangibility, inseparability, variability, perishabilityand right of ownership….” - Philip Kotler.
  4. 4. Advocate Loyal RepeatedNew Customer
  5. 5. our every SECOND focus on customers.
  6. 6. People What is The 3P’s of service 3P’s are: marketingPhysical Processevidence
  7. 7. PEOPLE All human actors who plays a part in service delivery and thus influence the buyers perceptions Namely the firms personnel, the customer and other customer in the service department They are the one who provides cues to the customer regarding the nature of the service
  8. 8. PHYSICAL EVIDENCE• The environment in which the service is assembled and delivered• Combined with tangible commodities that facilities performance or communication of service• Physical evidence includes all tangible representations of service such as • Brochures • Letterhead • Business cards • Report formats • Physical facilities
  9. 9. PROCESS• The actual procedures, mechanisms and flow of the activities by which the service is delivered • Service delivery and • Operating system• Service process are complex and time consuming
  10. 10. With 3P’s marketing factor, servicefirms now confront new a challenge:• How do these factors to be integrated?• And then to satisfy customers in service?• Meanwhile what do these factors suggest for management in service marketing?
  11. 11. 3P’s Interaction Model in Service MarketingSystem: According to Mr. Dhurba Lal Pandey ; “It is the inter-related relationship between various factors or variables”Here, we can conclude that the process is a course of actionbetween customer and people, who is basic root that contactscustomers. The process includes five sectors i.e. in shortABCDE. These 5 sectors reflect precisely the process of service and psychological variety of customers.
  12. 12. Process includes : A = Attraction B = Benefit CustomerPeople C = Close D = Decision E = Eternity Physical evidence Support function Top management Figure : 3P’s model on service
  13. 13. Southwest Airlines Introduction Southwest Airlines is an American low-cost airline based in Dallas, Texas . Southwest Airlines as of June 5, 2011 is the largest airline in the United States basedupon domestic passengers carried. The company mission statement is” We always try to do the right thing ! “ and It has 37,000 employees. Orange –Blue color Plane Mustard brown color Plane
  14. 14. Southwest Airlines People •Groupism at work Process •High sense of Humor •Low price•Fun with themselves including •No seat arrangement crew member •Only specialized service •Customer Satisfaction •Standardization •Only high attitude and technical skill manpower are hired Physical Evidence •Orange and Mustard Brown color •Casual dress up in summer •No meal during flight •Easy accessible to seats Fig: 3 P’s of Service marketing mix
  15. 15. Mid-City Hospital Pvt .Ltd Introduction:It is one of the finest hospital in kausaltar ,Bhaktapur. It is known for its quality service and cheap price. It has good reputation in the eye of customer and is popular in town.Hospital Building with Ambulance Review of operation theater
  16. 16. Mid-City Hospital Pvt .Ltd People •Mutual co-operation Process•Highly skilled technical employee •Low fare •Fixed percentage of discount to all •Customer satisfaction •Break-fast for morning shift •Casual dress up workers •Reduced form of hierarchy •Shift wise working arrangement •Reserved holidays for certain •Timely deposit of salary ethnic groups •Attached pharmaceutical shop in •Friendly relation to all hospital. Physical Evidence •Facility of all laboratory service inside the hospital •The use of latest technology in surgical and General medicine •Free Wi-Fi Fig: 3 P’s of Service marketing mix
  17. 17. Coles Departmental Store Introduction:Coles Departmental store is one of thepopular departmental store in Australia. It has different branches around Australia.Outlook of Coles Departmental store
  18. 18. Coles Departmental Store People •Process•Heirs full time and part time •Sell varieties of brand workers •Sell their own product in •Full time workers enjoy the name of Coles medical leave and get paid •Customer satisfaction during public holidays •Help old person in finding goods in stores Physical Evidence •Blue dress to all staffs •Use blue color as trade mark •Use blue and red color for packaging Fig: 3 P’s of Service marketing mix
  19. 19. Conclusion• People are important key.• Process makes benefit both supplier and customer.• Physical evidence supports functions.• Further more research is always needed.
  20. 20. References• Philip Kotler. Marketing Management. (11th edition). Shanghai: Shanghai People’s Publishing House,• 2003: 499-502.• B. H. Booms and M. J. Bitner. Marketing strategies an Organizational Structures for Service Firms.• in Marketing of Services. J. Donnelly and W. R. George. Chicago: American Marketing Association,• 1981: 47-51.• Susan M. Keaveney. Customer Switching behavior in Service Industries: An Exploratory Study.• Journal of Marketing, 1995,(April): 71-82.• Michael Fickes. Word of Mouth Advertising. Swimming Pool/Spa Age, 1999, (May 30).• Robert Johnston. The Determinants of Service Quality: Satisfiers and Dissatisfiers. International• Journal of Service Industry Management, 1995,6(5): 53-71.• Christian Gronroos. Service Management and Marketing. (3rd edition). West Sussex: John Wiley &• Sons Ltd, 2007:352-353.• Michael E. Porter. Competitive Strategy: Techniques for analyzing Industries and Competitors. (4th• edition). New York: Free Press, 2004.• Robert Hiebeler, Thomas B. Kelly, and Charles Ketteman. Best Practices: Building Your Business• with Customer-Focused Solutions. New York: Arthur Anderson/Simon&Schuster, 1997:184-185.• www.Google.com (for searching)• YJI Hsu College of Management, Tianjin Normal University, Tianjin 300387, China• Wikipedia

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