Classification Of

services
To develop ways of analyzing services that
can highlight the characteristics shared by
seemingly different services and at the same
time, help understand the implications for
marketing management.

Classification-Terms

Convenience, shopping, specialityATM, Package holidays, Difficult legal

case
Durability- Frequency of use-Lunch,
hair cut, a visit to a dentist, painting
home
Consumer goods/ Industrial goodsPurchasing a computer for personal
use

Categorizing Service process

1. What is the nature of service activity?
Customer involvement in production
process
Evaluation of service process
2. At whom/what, the activity is directed?
3. Is the activity Tangible or Intangible?

What do you mean by process?

Tangible action to peoples body- People
Processing
Tangible action to goods- Possession
Processing
Intangible Action at peoples mindMental Stimuli Process
Intangible Action at Intangible assetsInformation Process

Understanding the nature of

service Act

What is the nature

of activity?

Who/What is the direct recipient of the

service?

People
Possessions
Tangible

Services directed
at peoples body
Passenger
transportation
Health care

Services directed
at Possession
Laundry
Lawn care
Repairs and
maintenance

Intangible

Services directed
at peoples mind
Advertising
Radio

Services directed
at intangible assets
Banking
Legal services

People Processing

Peoples cooperation

Spending time, taking effort;

Process and output in terms of what

happens to customers identify what
benefits are created

To identify some of the non- financial

costs.

Possession Processing

Customers involvement is limited

The output in such cases should be a

satisfactory solution to a stated
problem or some physical
enhancement of the item

Mental Stimuli Process

Power to shape attitude and influence

behavior

Investment of time- customers

Different from people processing

Use of modern technology

Information Process

Technology
Person
Use of reports, letters, books
Insurance policy
Face to face or technology

Additional Classification

Method of service delivery- Customer,

provider, arms length
Nature of demand for the service relating to
supply-fluctuations
Attributes of service experience- people,
equipment, facilities
Customization and Judgment in service
delivery
Relationship with customers- formal/ discrete

Issues related to SSM

Customer Involvement
People as part of the product
Identifying service benefit
Design of the service factory
Alternative channels for service
delivery
Use of information technology
Balancing supply and demand