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Services Marketing

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sarveshsoni

Service Relationship Marketing -According to GTU Syllabus Modul -1

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Service and Relationship Marketing Module:1 Chapter:1 – Basics of Service Marketing
[object Object],[object Object],[object Object],[object Object],[object Object],Service and Relationship Marketing Module:1 Chapter:1 – Basics of Service Marketing SRM/M1/SS
[object Object],[object Object],SRM/M1/SS
Services Defined… ,[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Services Defined… ,[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Services Defined… ,[object Object],[object Object],[object Object],SRM/M1/SS
Goods Vs. Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why Services Marketing ??? SRM/M1/SS
Goods Vs. Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Characteristics of Services… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Intangibility… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Inseparability… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Variability… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Perishability… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Customer Participation… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
No ownership… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Service Sector in Indian Economy…
SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Role (Type) of Services in Economy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Service Classification :Service process Matrix SRM/M1/SS LOW High LOW High ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Degree of Labor intensity Degree of Interaction and Customization
How to win customer in Service Business(USP’s) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
Technology in Services ,[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS CUSTOMER SERVER TECHNOLOGY
[object Object],[object Object],[object Object],SRM/M1/SS CUSTOMER SERVER TECHNOLOGY
[object Object],[object Object],[object Object],[object Object],SRM/M1/SS CUSTOMER SERVER TECHNOLOGY
[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS CUSTOMER SERVER TECHNOLOGY
[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS CUSTOMER SERVER TECHNOLOGY
[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],SRM/M1/SS Service Industry Human Contact Machine-Assisted Service Electronic Service Banking Teller ATM Online Banking Grocery Checkout Clerk Self-check out station Online order/pick up Airlines Ticket Agent Check in kiosks Print boarding pass Restaurants Wait person Vending machine Online order/delivery Movie theater Ticket sale Kiosk Ticketing Pay-for-view Book store Information clerk Stock-availability terminal Online shopping Education Teacher Computer Tutorial Distance Learning Gambling Poker dealer Computer Poker Online poker
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],SRM/M1/SS Features Electronic Service Traditional Service Service Encounter Screen to face Face to Face Availability Anytime Standard Working Hour Access From home Travel to location Market Area Worldwide Local Ambiance Electronic Interface Physical Environment Competitive Differentiation Convenience Personalization Privacy Anonymity Social interaction
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],SRM/M1/SS Managing the New Technology Adoption Orientation & Education Technology opportunity Analysis Implementation Equipment selection and contract commitments Implementation Planning Design specification Functional specification Application requirements analysis Testing of technology Review of Results
[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
[object Object],[object Object],[object Object],SRM/M1/SS
Service and Relationship Marketing Module:1 Chapter:2 – Customer Behavior in Service Encounter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SRM/M1/SS
SRM/M1/SS Who or What is the Direct Recipient of the service ? Nature of the Service Act People Possessions Tangible Actions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Intangible Actions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],SRM/M1/SS Pre-purchase Stage Post-encounter Stage Service Encounter Stage
Pre-purchase Stage
Pre-purchase Stage - Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pre-purchase Stage Service Encounter Stage Post-encounter Stage
Need Arousal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Courtesy of Masterfile Corporation
Information Search ,[object Object],[object Object],[object Object]
Evaluating Alternatives – Service Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Product Attributes Affect Ease of Evaluation Source: Adapted from Valarie A. Zeithaml , “How Consumer Evaluation Processes Differ Between Goods & Services,” in J.H. Donelly and W. R. George, Marketing of Services (Chicago: American Marketing Association, 1981) Most Goods Difficult To evaluate Easy To Evaluate Most Services Clothing Chair Motor Vehicle Foods High In Search Attributes Restaurant Meals Lawn Fertilizer Haircut Entertainment High In Experience Attributes Computer Repair Education Legal Services Complex Surgery High In Credence Attributes
Perceived Risks of Purchasing and Using Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Might Consumers Handle Perceived Risk? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Responses to Managing Customer Perceptions of Risk
Understanding Customers’ Service Expectations ,[object Object],[object Object],[object Object],[object Object]
Factors Influencing Customer Expectations of Service Source: Adapted from Valarie A. Zeithaml, Leonard A. Berry, and A. Parasuraman, “ The Nature and Determinants of Customer Expectations of Service, ” Journal of the Academy of Marketing Science 21, no. 1 (1993): 1-12
Components of Customer Expectations
Purchase Decision ,[object Object],[object Object],[object Object],[object Object],[object Object]
Service Encounter Stage
Service Encounter Stage - Overview Pre-purchase Stage Service Encounter Stage Post-encounter Stage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Service Encounter Stage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Moments of Truth “ [W]e could say that the perceived quality is realized at the moment of truth, when the service provider and the service customer confront one another in the arena. At that moment they are very much on their own… It is the skill, the motivation, and the tools employed by the firm’s representative and the expectations and behavior of the client which together will create the service delivery process.” Richard Normann
Service Encounters Range from High-Contact to Low-Contact
Distinctions between High-Contact and Low-Contact Services
The Servuction System Source: Adapted and expanded from an original concept by Eric Langeard and Pierre Eiglier
The Servuction System: Service Production and Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Theater as a Metaphor for Service Delivery William Shakespeare As You Like It
Theatrical Metaphor: an Integrative Perspective ,[object Object]
Implications of Customer Participation in Service Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object]
Post-Encounter Stage
Post-purchase Stage - Overview Pre-purchase Stage Service Encounter Stage Post-encounter Stage ,[object Object],[object Object]
Customer Satisfaction with Service Experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Delight: Going Beyond Satisfaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Customer Delight: Going Beyond Satisfaction
Summary Pre-purchase Stage Service Encounter Stage Post-encounter Stage

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Services Marketing

  • 1. Service and Relationship Marketing Module:1 Chapter:1 – Basics of Service Marketing
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  • 18. Service Sector in Indian Economy…
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  • 54. How Product Attributes Affect Ease of Evaluation Source: Adapted from Valarie A. Zeithaml , “How Consumer Evaluation Processes Differ Between Goods & Services,” in J.H. Donelly and W. R. George, Marketing of Services (Chicago: American Marketing Association, 1981) Most Goods Difficult To evaluate Easy To Evaluate Most Services Clothing Chair Motor Vehicle Foods High In Search Attributes Restaurant Meals Lawn Fertilizer Haircut Entertainment High In Experience Attributes Computer Repair Education Legal Services Complex Surgery High In Credence Attributes
  • 55.
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  • 57. Strategic Responses to Managing Customer Perceptions of Risk
  • 58.
  • 59. Factors Influencing Customer Expectations of Service Source: Adapted from Valarie A. Zeithaml, Leonard A. Berry, and A. Parasuraman, “ The Nature and Determinants of Customer Expectations of Service, ” Journal of the Academy of Marketing Science 21, no. 1 (1993): 1-12
  • 60. Components of Customer Expectations
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  • 65. Moments of Truth “ [W]e could say that the perceived quality is realized at the moment of truth, when the service provider and the service customer confront one another in the arena. At that moment they are very much on their own… It is the skill, the motivation, and the tools employed by the firm’s representative and the expectations and behavior of the client which together will create the service delivery process.” Richard Normann
  • 66. Service Encounters Range from High-Contact to Low-Contact
  • 67. Distinctions between High-Contact and Low-Contact Services
  • 68. The Servuction System Source: Adapted and expanded from an original concept by Eric Langeard and Pierre Eiglier
  • 69.
  • 70. Theater as a Metaphor for Service Delivery William Shakespeare As You Like It
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  • 78. Summary Pre-purchase Stage Service Encounter Stage Post-encounter Stage

Editor's Notes

  1. Service and Relationship Marketing
  2. Service and Relationship Marketing