Professional Documents
Culture Documents
Service MKTG
Service MKTG
Books to be Referred
• Services Marketing- By Christopher Lovelock.
Facilitating services
Supporting services
Developing New Service Offering
If a new service offer is to be developed, then the
following five steps should be systematically followed
in a sequence:
Accessibility of Service.
Interaction with service organization.
Customer Participation.
Pricing Techniques
There are many pricing concepts and techniques which
organization may use in developing their pricing
policy, some of them are:
Penetration Pricing.
Price Skimming.
Competitor Pricing.
Differential Pricing.
Marginal Pricing.
Winning Strategies through lowering price
Southwest Airlines.
• Success has come to the airline for number of reasons like it keeps
its costs down by not serving meals, having no pre assigned seats
and keeping employee turnover very low.
• Airlines has the best customer service record in the airline industry
and has won the industry “Triple Crown” award for best baggage
handling and best customer complaint statistics many years in the
row.
Tourism as a Service
• Liberalization of the Indian economy has brought
about changes across various dimensions.
Cultivate
Encourage
Relationship
and Track
with
Complaints
customers
Provide Act
Adequate
Explanations Quickly
Act Quickly
Company must be prepared to act on the
complaints quickly:
• Empower Employees
(Employees must be trained and empowered to solve problems
as they occur)
Customer Expectations of Service
Customer holds two types of expectations about
services:
• With first impressions being very powerful and long lasting, its
essential that the employee put their best foot forward.
• Remote encounters
(In remote encounters the tangible evidence of the service and the quality of
the technical processes becomes the primary base for judging quality)
• Phone encounters
(Tone of voice, employee knowledge and efficiency in handling customer
issues become important in judging quality here)
• Face-to-Face encounters
(Both verbal and non verbal behaviors are important determinants of quality
in case of face to face encounters)
Employees Roles in Service
Delivery
Types of Marketing in Service Firms
Strategies for Delivering Service Quality
through People