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    Presented By, Mohit Jain ROLL NO:-10072 (M.M.S.II)

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    swamininrupnarayan
    Service is any act or performance that is essentially intangible and does not result in ownership. The services sector accounts for over half of India's GDP and has been growing at 8% annually. There are four key characteristics of services: intangibility, inseparability, variability, and perishability. Service marketing focuses on relationships and value through elements like people, physical evidence, process, and an expanded marketing mix beyond the traditional 4Ps. Gaps can occur between customer expectations and management perceptions or service delivery. Quality is determined by reliability, responsiveness, assurance, empathy, and tangibles. Common service industries include banking, healthcare, restaurants, and transportation.

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    Presented By, Mohit Jain ROLL NO:-10072 (M.M.S.II)

    Uploaded by

    swamininrupnarayan
    23 views18 pages
    Service is any act or performance that is essentially intangible and does not result in ownership. The services sector accounts for over half of India's GDP and has been growing at 8% annually. There are four key characteristics of services: intangibility, inseparability, variability, and perishability. Service marketing focuses on relationships and value through elements like people, physical evidence, process, and an expanded marketing mix beyond the traditional 4Ps. Gaps can occur between customer expectations and management perceptions or service delivery. Quality is determined by reliability, responsiveness, assurance, empathy, and tangibles. Common service industries include banking, healthcare, restaurants, and transportation.

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    Service Marketing

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    Service is any act or performance that is essentially intangible and does not result in ownership. The services sector accounts for over half of India's GDP and has been growing at 8% annually. There are four key characteristics of services: intangibility, inseparability, variability, and perishability. Service marketing focuses on relationships and value through elements like people, physical evidence, process, and an expanded marketing mix beyond the traditional 4Ps. Gaps can occur between customer expectations and management perceptions or service delivery. Quality is determined by reliability, responsiveness, assurance, empathy, and tangibles. Common service industries include banking, healthcare, restaurants, and transportation.

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    23 views18 pages

    Presented By, Mohit Jain ROLL NO:-10072 (M.M.S.II)

    Uploaded by

    swamininrupnarayan
    Service is any act or performance that is essentially intangible and does not result in ownership. The services sector accounts for over half of India's GDP and has been growing at 8% annually. There are four key characteristics of services: intangibility, inseparability, variability, and perishability. Service marketing focuses on relationships and value through elements like people, physical evidence, process, and an expanded marketing mix beyond the traditional 4Ps. Gaps can occur between customer expectations and management perceptions or service delivery. Quality is determined by reliability, responsiveness, assurance, empathy, and tangibles. Common service industries include banking, healthcare, restaurants, and transportation.

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    of 18

    SERVICE MANAGEMENT

    PRESENTED BY, MOHIT JAIN ROLL NO:-10072 (M.M.S.II)

    SERVICE MARKETING

    WHAT IS SERVICE ?
    Service is any act or performance that one party can offer to another that is essentially intangible and does not result in any ownership of anything. Its production may or may not be tied to physical products. Services marketing is marketing based on relationship and value. it may be used to market a service or a product.

    The service sector


    The services sector has been growing at a rate of 8% per annum in recent years More than half of our GDP is accounted for from the services sector This sector dominates with the best jobs, best talent and best incomes

    CHARACTERISTIC OF SERVICE MARKETING

    It has 4 major characteristic

    Intangibility

    Inseparability

    SERVICE MARKETING
    Variability

    Perishability

    INTANGIBILITY

    Services are intangibility cannot be seen, tasted, felt, heard or smelled before purchase. It draws inferences about : PLACE PEOPLE EQUIPMENT COMMUNICATION MATERIAL SYMBOLS PRICE

    INSEPARABILITY

    Services are produced and consumed simultaneously. provider client interactions is a special feature of

    service marketing.

    VARIABILITY

    It is otherwise called heterogeneity. Services are highly variable.

    PERISHABILITY

    Perish ability is used in marketing to describe the way in which service capacity cannot be stored for sale in the future. Services cannot be stored.

    Service Triangle
    Company

    Enabling the promise

    Selling the promise

    Employee

    Interactive Marketing

    Customer

    Delivering the promise


    10

    Additional Ps of Service Marketing

    People [employees]: selection, training& motivation of employees


    can make a huge difference in customer satisfaction.

    deliver their service. EG: Restaurants have developed such different Formats as cafeteria-style, fast-food, buffet & candlelight.

    Process: Here service companies can choose different processes to

    Physical evidence: Actual experience of service


    RAILWAY

    EG:

    A reserved ticket Cheque book

    Qualities of services
    Search

    qualities: Experience qualities: Credence qualities:

    Differentiation in services
    Offer: The Offer can include innovation features . Delivery: A service company can hire and train better
    people to deliver its service. It can develop a more attractive physical environment in which to deliver the service.

    Image: Images are differentiated through symbols &


    branding.

    Service quality Gaps

    Gap between management perceptions and consumer expectations. Gap between management perceptions and service quality specifications. Gap between service quality specifications and service delivery. Gap between service delivery and external communication.

    Determinants of service quality

    Reliability delivering on promises Responsiveness willing to help

    Assurance inspiring trust and confidence


    Empathy individualizing customers Tangibles- physical representation

    Traditional Marketing Mix


    All

    elements within the control of the firm that communicate the firms capabilities and image to customers or that influence customer satisfaction with the firms product and services: Product Price Place Promotion

    An expanded marketing mix for services

    People Place, Place & cyberTime space & time

    Product (service)

    Process
    Price Price

    Customers Customer Customers s

    Promotion Physical evidence

    Some Service firms:

    Banking, stock broking

    Health care

    Restaurants, bars, catering


    Insurance News and entertainment Transportation (freight and passenger) Postal service

    Education
    Wholesaling and retailing Laundries, dry-cleaning Repair and maintenance Professional (e.g., law, architecture, consulting)

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