Variety of services in different ways provided to the customers, in a distint objective to fulfill their needs, wants and desires respectively. Customers are the essential part of service marketing to enhance the resources and to implement better forms of creative ideas, innovation in order to provide better services.

1. INTRODUCTION TO SERVICES
BY : HAJIRA VIHAJ

2. DIFFERENCE IN GOODS AND SERVICE
MARKETING
 Perishability
 Inseparability
 Variability
 Tangibility
 Trust
 Time
 Deliverability
 Returnability
 Relationships

3. CONCEPT OF SERVICE MARKETING TRIANGLE
Company
Providers Customers
Internal Marketing
Enabling Promises
External Marketing
Making Promises
Interactive Marketing
Keeping Promises

4. SERVICE MARKETING MIX
“Marketing mix is the term used to describe the combination of
four inputs which constitute the core of a company’s marketing
system-the product, the price structure, the promotional
activities and the distribution system”.
BY : STANTON

5. Traditional
Marketing Mix
Extended
Marketing
Place
Price
Promotion
Product
People
Process
Physical
Evidence
The 7 P’s
Marketing Mix
4P’s + 3P’s = 7P’s

6. GAP MODELS OF SERVICE QUALITY
GAP 1: Customer Expectations Versus Perceived Service Gap.
GAP 2: Quality Standard Gap.
GAP 3: Service Performance Gap.
GAP 4: Promises Versus Performance Gap.
Expected Service
Perceived Service
Service Delivery
Customer Driven Service
Designs & Standards
Company Perceptions of Consumer
Expectations
External Communications
to CustomersGAP
4
GAP 1
Customer
Company
Customer Gap
GAP 2
GAP 3

7. WHAT IS CONSUMER BEHAVIOUR ?
“Consumer behaviour is the process involved when individuals
or groups select, purchase, use or dispose of products, services,
ideas or experiences to satisfy needs and wants”.
BY : SOLOMON
DEFINITION :
MEANING :
Consumer Behaviour refers to all the processes related to what, why, how,
when, from whom consumers purchase and pay for a product and how
they consume and dispose of it in order to meet their needs.

8. SEARCH, EXPERIENCE AND CREDENCE
PROPERTY
 Search Attributes
 Experience Attributes
 Credence Attributes

9. THANK YOU