Service sector management

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Service sector management

  1. 1. Service Sector Management<br />Yasmin S<br />
  2. 2. What is services?<br />Service is any act or performance that one party can offer to another that is essentially intangible and does not result in any ownership of anything. Its production may or may not be tied to physical products..Philip Kotler<br />Services marketing is marketing based on relationship and value. It may be used to market a service or a product<br />There are no such thing as service industries. There are only industries whose service components are greater or less than those of other industries. Everybody is in service.” Theodore Levitt-<br />
  3. 3. What is a service?<br />It is intangible.<br />It does not result in ownership.<br />It may or may not be attached with a physical product<br />
  4. 4. Difference between physical goods and services<br />
  5. 5. Characteristics of Service Sector<br />Intangibility<br />Perish ability<br />Inseparability<br />Heterogeneity<br />Ownership<br />Quality measurement<br />Nature of demand<br />
  6. 6. Reasons behind the growth of the Service Industry<br />Increasing affluence<br />More leisure time<br />Higher percentage of working women<br />Complex products<br />Complexity of life<br />
  7. 7. Service Marketing Triangle <br />SSM An Indian Perspective C. Bhattacharjee<br />
  8. 8. Moment of Truth (MOT)<br />Service encounter is known as MOT<br />“any episode in which the customer comes in contact with the organization and gets an impression of the quality of its services”<br />Eg. A rude employees behavior makes the customer conclude that he is dealing with a rude company.<br />
  9. 9. Marketing Challenges of Services<br /><ul><li>Intangibility
  10. 10. Services cannot be stored
  11. 11. Trust building
  12. 12. Brand management
  13. 13. Competition
  14. 14. Physical evidence
  15. 15. Marketing and sales loose momentum</li></li></ul><li>Business Environment<br /><ul><li>Internal environment
  16. 16. External environment
  17. 17. Micro Environment
  18. 18. Macro Environment</li></li></ul><li>Service Marketing Environment<br />
  19. 19. Micro Environment<br />Corporate Resources<br />Customers<br />Suppliers<br />Competitors<br />Marketing intermediaries<br />
  20. 20. Macro Environment<br /><ul><li>Economic environment</li></ul>Industrial policy<br />Trade policy<br />Foreign exchange policy<br />Fiscal policy<br />Monetary policy<br />Foreign investment and technology policy<br />
  21. 21. Macro Environment ctnd….<br /><ul><li>Political environment
  22. 22. Legal/ regulatory environment
  23. 23. Technological environment
  24. 24. Socio-cultural environment</li></li></ul><li>PEST Analysis<br />
  25. 25. Porters Five Force Model<br />

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