Industrial Training Online Session Report

Session Title: Service Marketing Process

Session No: 04
Date & Time of the Session: June 13 th, 2.00PM-4.00PM
Name & Position of the Resource Person: MMS.Niroshan Mallawaarachchi, Head of
Province(Central & East) ,AIA Srilanka

This session mainly discussed about how a service can be marketed and generated into a
cash form by considering the unique characteristics of that service. In services, the last
experience remains uppermost in our mind. Therefore, it is not enough to be good for a one
moment, service providers have to be good consistently good. The term “service” means the
part of the product or the full product for which the customer is willing to see value and pay
for it. Service is exactly differ from physical goods. It is basically intangible and it does not
result in ownership. As the key components of service marketing, managing service quality,
determinants of service quality, service monitoring and managing service productivity are
importantly discussed during this session.
According to this session Theodore levitt, one of German-American Economist and a
professor at Harvard Business School has said “ 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.” Wikipedia says that “service marketing is
a specialized branch of services marketing emerged as a separate field of study in the early
1980s, following the recognition that the unique characteristics of services required
different strategies compared with the marketing of physical goods.” According to the
American Marketing Association, they has defined service in 1960 and says” Activities,
benefits and satisfaction, which are offered for sales or are provided in connection with the
sales of goods”.
During the session I learnt how exactly Keells Super Online Order and Delivery is
functioning during Covid-19 lockdown. Keells Foodcity has started delivery during curfew
and all groceries delivering for free within 24 hours or just pick-up customer’s order from
his closest Keells Super Store within 2 hours. Keells Website will be accessible daily from 6
AM and it will be live until the daily quota is fulfilled. A processing fee for Keells delivery
during curfew period will be Rs.500, which applies to each online order delivered. This fee
was applicable since last 2 years. Another practical knowledge I have gained from this
session is how satisfied employees will produce satisfied customers. Service providers
would have to find their optimum service quality/cost ratios. Service quality is directly
proportional to employee satisfaction. When business organization have happy employees
they always provide their best to their customers. Then customers will received a happy and
satisfied service. It will increase the customer base. Therefore when a organization who sells
services , company should care about how to make their employyes happy. As employees are
the driven part of the organizations, making employees happy is very essential. Then
satisfied employees will generate satisfied customers.
As novel things I learnt from this session according to past researches on an average only 5
% dissatisfied customers complain. Others simply go over to the competitors. When we
consider the amount still most of customers are not tend to complain to the service owners
about their poor service providing. Instead of complaining about services many customers
has tend to get experience from another competitive service providers. It means most of
customers are very easily change their regular service providers and link to another service
provider. Another novel thing I learnt from this session is a satisfied consumer speaks to an
average of 3 people on his / her experience. Sharing experience with colleagues is a kind of
very fast advertising mood. Rather than promorting through medias sharing experience
about the product may create a hug customer base. And it will lead organizations profitable
one. A dissatisfied consumer gripes to on an average 11 persons about his/her unpleasant
experience. People show some more favour to share bad experience regarding services they
bought rather than sharing satisfied experience with others.
The services sector has been growing at a rate of 8% per annum in recent years. More than
alf of our GDP is accounted for from the services sector. This sector dominates with the best
jobs, best talent and best incomes. Service providers needs to consider more about how to
satisfy their employees since satisfied employees always brings satisfied customers.