Classification of Services

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Services Marketing

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Classification of Services

  1. 1. PRESENTED BY, SANEEM NAZIM & ISMAYIL Classification of Services
  2. 2. Classification of Services  NATURE OF SERVICE ACT  TYPE OF RELATIONSHIP THAT THE SERVICE ORAGIZATION HAS WITH ITS CUSTOMERS  SCOPE FORFOR CUSTOMIZATION AND JUDGMENT IN DELIVERY OF SERVICE  NATURE OF DEMAND FOR THE SERVICE  METHODS OF SERVICE DELIVERED
  3. 3. Nature or Service Act Recipient of services People Things Tangible Actions Intangible Actions •Health care •Beauty salon •Restaurants •Educations •Information services •Entertainment •Freight, Transportation •Dry cleaning •Veterinary services •Banking •Legal services •Insurance NATURE OF SERVICE ACT The service act consists of tangible and intangible actions. The tangible actions in turn, are directed at people and things while intangible actions are directed at customers' intellect and their assets.
  4. 4. Nature of Service Delivery Type of relationship between the service organization and its customers Membership Relationship No Formal Relationship Continuous delivery of service •Insurance •Cable TV subscription •College enrollment •Banking •Radio station •Police protection •Lighthouse •Public highway. Discrete transactions •Long-distance calls •Theater series subscription •Travel on commuter ticket •Repair under warranty •Health treatment for HMO member. •Car rental •Mail service •Toll highway •Pay phone •Movie theater •Public transportation •Restaurant. TYPE OF RELATIONSHIP THAT THE SERVICE ORAGIZATION HAS WITH ITS CUSTOMERS
  5. 5. Extent to which customer-contact personnel exercise judgment in meeting individual customer needs Extent to which service characteristics are customized High Low High •Legal services •Health care/surgery •Architectural design •Real estate agency •Taxi service •Beautician •Plumber •Education (tutorials). •Education (large classes) •Preventive health programs. Low •Telephone service •Hotel services •Retail banking (excluding major loans) •Good restaurant. •Public transportation •Routine appliance repair •Fast-food restaurant •Movie theater •Spectator sports SCOPE FORFOR CUSTOMIZATION AND JUDGMENT IN DELIVERY OF SERVICE
  6. 6. Extent to which supply is constrained Extent of demand fluctuations over time Wide Narrow Peak demand can usually be met w/o a major delay •Electricity •Natural gas •Telephone •Hospital maternity unit •Police and fire emergencies •Insurance •Legal services •Banking •Laundry and dry cleaning Peak demand regularly exceeds capacity •Accounting and tax preparation •Passenger transportation •Hotels/motels •Restaurants •Theaters. (Services, similar to those in cell above, but which have insufficient capacity for their base level of business). NATURE OF DEMAND FOR THE SERVICE
  7. 7. Nature of interaction b/w customer and service organization Availability of service outlets Single site Multiple sites Customer goes to service organization •Theater •Barbershop. •Bus service •Fast-food chain. Service organization comes to customer •Lawn care service •Pest control service •Taxi •Mail delivery •Auto club road service. Customer and service organization transact at arm’s length (mail or through Internet) •Credit card company •Local TV station. •Broadcast network •Telephone company. METHODS OF SERVICE DELIVERED
  8. 8. Thank you

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