The document discusses the importance of service quality in the service industry, focusing on five key dimensions: reliability, tangibles, responsiveness, empathy, and the marketing mix (7 P's). Each dimension contributes to meeting customer expectations and enhancing their experience, crucial for customer retention and satisfaction. Additionally, it highlights how companies can differentiate their services through effective use of the marketing mix elements including product, price, place, promotion, people, process, and physical evidence.

1. PRESENTED BY
ANJU DONY
M150011MS

2.  In the service industry, definitions of service
quality tend to focus on meeting customers
needs and requirements and how well the
service delivered meets their expectations
 Each of the 5 Service Quality Dimensions
makes an extra addition to the level and
quality of service which the company offers
their customers.

3.  Reliability is defined as “the ability to perform the
promised service dependably and accurately” or
“delivering on its promises”
 Customers want to do business with companies
that keep their promises, particularly their
promises about the core service attributes.
 Firms that don’t provide the core service the
customers think they are buying, fail or frustrate
their customers in the most direct way.

4.  Tangibles are defined as the appearance of
physical facilities, equipment, personal, & written
communication materials. •
 Since services are tangible, customers derive
their perception of service quality by comparing
the tangible associated with these services
provided
 A company should want all their customers to get
a unique positive and never forgetting first hand
impression, this would make them more likely to
return in the future.

5.  Responsiveness is the willingness to help
customers & provide prompt service.
 Responsiveness also captures the notion of
flexibility & ability to customise the service to
customer needs.

6.  This dimension is likely to be particularly
important for services that the customer
perceives as involving high risk and/or about
which they feel uncertain about their ability to
evaluate outcomes.
 Ex., visible evidence of degrees, honours, &
awards and special certification may give a
new customer confidence in a professional
service provider

7.  The empathy Service Quality Dimension refers
to how the company cares and gives
individualized attention to their customers, to
make the customers feeling extra valued and
special.
 The essence of empathy is conveying
thorough personalised or customised service,
that customers are unique & special.

8.  The service marketing mix is also known as
an extended marketing mix and is an integral
part of a service blueprint design. The service
marketing mix consists of 7 P’s as compared
to the 4 P’s of a product marketing mix.
 Services marketing are dominated by the 7 Ps
of marketing namely Product, Price, Place,
Promotion, People, Process and Physical
evidence.

10.  1) Product – The product in service marketing mix is
intangible in nature
 For example – a restaurant blue print will be prepared before
establishing a restaurant business. This service blue print
defines exactly how the product is going to be.
 2) Place – Place in case of services determine where is the
service product going to be located.
 For eg: best place to open a petrol pump
 3) Promotion – Services are easy to be duplicated and hence it
is generally the brand which sets a service apart from its
counterpart
 banks, IT companies place themselves above the rest by
advertising or promotions.

11.  4) Pricing – Pricing in case of services is rather more
difficult than in case of products.
 for eg: in restaurant, pricing is done for food
 5) People – People is one of the elements of service
marketing mix. People define a service.
 For eg: restaurant:chef
 Companies are involved into specially getting their
staff trained in interpersonal skills and customer service
with a focus towards customer satisfaction.

12.  6) Process – Service process is the way in which a
service is delivered to the end customer.
 Eg:McD ,FEDeX
 7) Physical Evidence –to create a better customer
experience tangible elements are also delivered with
the service.
 Eg:restaurant ambience
 Physical evidence is used as a differentiator in service
marketing.
 Eg:private and public hospitals