10/28/2021

Course ID: MKT_350

Sec-02

SUBMITTED BY

Sadia Islam

ID- 1820227

SUBMITTED TO

Mr. Suman Prosad Saha

Senior Lecturer,

Department of Marketing

School of Business
People

The people element in the services sector refers to employees. They are also called as internal
customers. Their extremely important to the success of a company. From the customers
perspective service employees are actors who appear from state in the service performance.
From the service company perspective employees help determine the competitive position of
the company as compared to other company. Employees physically, represent the service and
can be an asset as well as a liability to the company.

Employee always are representative of the service company. For example, in the case of
Singapore airlines, one of the well-known airlines in air industry in this world. The
passengers of Singapore judge the quality of the airline based on the service performance of
the cabin crew. Even if a single crew member face to deliver the expected level of service for
passengers, it is the airline that provides bad service and not that particular crew member.

Physical Evidence

Physical Evidence refers to the environment, where the services assemble and where the
seller and customer, interact, it also involves the tangible commodities that facilitate service
delivery. Physical evidence can be defined as a combination of tangible signs that help
customers better understand the service.

In case of an airline the physical evidence consists of the aircraft's extent here, and interior
more specifically, physical evidence includes the interior of an aircraft because passengers
spend the maximum diamond side, the aircraft cabin, interiors, lighting comfortable
temperatures, wellness, screw comfortable, reclining seats and inflowed entertainment.
Constitute. The major part of physical evidence of an airline role of physical evidence in
services marketing Shaping. Also physical Evidence the first impression facilitating for
customer, Also it create differentiation managing trust and change the brand image.
Process

The element of process refers to the procedures mechanism, and course of activities that act as
a channel for service delivery. It also includes tasks schedules and routines by which a product
or service is delivered to the customer Firms. Use service blueprint to organize a service around
the view and do allow more precise. Some service are very complex requeuing the customer to
follow complicated and extensive serious oof action to complete the process.

In our service marketing book there is good example of process.

There are two well-known airline companies Southwest and Singapore airlines, both are
followed different process model. We all know southwest offer low price for short domestic
flights. They did not provide seat number, food and extra space. If any passenger need food or
extra space, they must pay for that.

On the other hand Singapore airlines focus on the passenger. They provide extra attention to
their passenger. They take care each and every customer who consume their service. Though
these two airlines follow different process but different advantages. Singapore airlines focus
on customer service and provide quality service with high rate, on the other hand Southwest
airlines focus on low cost strategy but both companies are well-known in airline company and
very successful in airline industry.