This document discusses key concepts in service marketing. It covers service quality, customer expectations, and managing perishability. For service quality, it outlines the five dimensions of reliability, responsiveness, assurance, empathy, and tangibles. It provides examples for each dimension. Customer expectations involve understanding what customers expect from a service. Managing perishability refers to addressing the fact that many services cannot be stored. The document recommends a book on service marketing and is presented by a faculty member.

1. SERVICE MARKETING
Recommended Book:- Zeithaml, Bitner & Gremlar

2. PGDM (IIM Raipur)
Bakhresa FMCG (South Africa)
Relationship Manager (HDFC Bank)
MD- Shyam Hospital
Faculty(MBA)- GLA University, Mathura
Swarit Yadav

3. Topics to be covered
 Service quality
 Understanding customer expectations
 Zone of tolerance
 STP of services
 Managing perishability

4. Service quality
 It is a critical element of customer perceptions
 3 types of quality
 Outcome quality(perceptions of the meal)
 Interaction quality(how meal was served?)
 Physical environment quality(décor and surroundings)
 5 dimensions of service quality
 Reliability
 Responsiveness
 Assurance
 Empathy
 Tangibles
 Some times all dimensions are important and some times not
 For ATM empathy is not relevant
 For phone encounter tangibles are not relevant

5. Service quality
RELIABILITY  The ability to perform the promised
service dependably and accurately
 Company delivers on its promise
 FedEx
 “absolutely, positively has to get there”

6. Service quality
RESPOSIVENESS  Being willing to help
 Attentiveness and promptness in
dealing with customer requests,
questions, complaints and problems
 Length of time they have to wait for
assistance, answers to questions, or
attention to problems
 Example
 The geek squad’s 24 hour computer
assistance
 “because viruses aren’t known for keeping
business hours”

7. Service quality
ASSURANCE  Employees’ knowledge and courtesy
and the ability to inspire trust and
confidence
 Example
 Banking, insurance, brokerage, medical
and legal services
 High risk service need to focus
 Personal banker in banks is a example
 FedEx
 “Relax, it’s FedEx”

8. Service quality
EMPATHY  Treating customers as individuals
 Caring
 Individualized attention
 Personalized services
 Small firms are better than larger
firms
 In B2B small firms provide
individualized services

9. Service quality
TANGIBLES  Representing the services physically
 New customers will use to evaluate
quality

10. Service quality
E-service
Quality
 4 dimensions
 Efficiency(ease and speed of accessing
the site)
 Fulfillment(item availability)
 System availability(the correct
technical functioning of the website)
 Privacy(site is safe and protects
customer information)

12. Customer Expectations