AGBS

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Amity Global Business School
MBA, Semester 3
Marketing of Services
Aparajita Dasgupta Amist

AGBS Planning and Creating Services
A service product comprises all elements of
service performance, both tangible and
intangible, that create value for customers
The service concept is represented by:
A core product
Accompanied by supplementary services
facilitate and enhance use of the core product
and add value and differentiation


AGBS
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Flower of Service
Information
Payment
Billing
Exceptions
Safekeeping
Hospitality
Order Taking
Consultation
AGBS Core Products and
Supplementary Services
In mature industries, core products often
become commodities
Supplementary services help to differentiate
core products and create competitive
advantage by:
Facilitating use of core product (a service or a
good)
Enhancing the value and appeal of the core
product

AGBS Designing a Service Concept
Core Product
Central component that supplies the principal,
problem-solving benefits customers seek
Supplementary Services
Augment the core product, facilitating its use and
enhancing its value and appeal
Delivery Processes
Used to deliver both the core product and each
of the supplementary services
AGBS
Core and Supplementary Services at Luxury Hotel
(Offering Much More than Cheap Motel!)
Reservation
Valet
Parking
Reception
Baggage
Service
Cocktail
Bar
Restaurant
Entertainment/
Sports/
Exercise
Internet
Wake-up
Call
Room
Service
Business
Centre
Cashier
A Bed for the
Night in an
Elegant Private
Room with a
Bathroom
AGBS
Flowcharting Service Delivery
Helps to Clarify Product Elements
Helps management visualize the customers total
service experience
Useful for distinguishing between core product itself
and service elements that supplement core
Restaurants: Food and beverage (core)
Reservations (supplementary services)
Nature of customer involvement with service
organizations varies by type of service:
People processing
Possession processing
Mental Stimulus processing
Information processing

AGBS Services Marketing Mix
Product
Place
Promotion
Price
People
Physical Evidence
Process
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AGBS
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Categorizing Service
Processes
A process is a particular method of
operations or series of actions, typically
involving multiple steps that often need to
take place in a defined sequence.
Two broad categories of things that get
processed in services are: People and
possessions
AGBS
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Different Types of Service
Processes
Nature of
Service
Tangible
Actions
Intangible
Actions
People
People
Processing
Mental
Stimulus
Processing
Possessions
Possession
Processing
Information
Processing
AGBS
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Self Service
Technologies (SSTs)
Automated Banking Terminals
Automated Telephone Systems
Numerous Internet based Services

AGBS Testing of SSTs
Does the SST work reliably?
Is the SST better than the interpersonal
alternative?
If it fails, what systems are in place to
recover?
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