Service Marketing

Paramjit sharma 1

Paramjit sharma 2

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Paramjit sharma 3

Services

Government Sector

CourtsEmployment. ExchangesHospitalsMunicipal ServicesPost OfficeSchools, Colleges etc

http://images.google.co.in/imgres?imgurl=http://www.law.delhigovt.nic.in/image/images.jpg&imgrefurl=http://www.law.delhigovt.nic.in/justice.html&h=97&w=110&sz=4&hl=en&start=5&um=1&tbnid=uZAxPsVN8cC9IM:&tbnh=75&tbnw=85&prev=/images%3Fq%3Ddelhi%2Bhigh%2Bcourt%26svnum%3D10%26um%3D1%26hl%3Den%26sa%3DN

http://images.google.co.in/imgres?imgurl=http://www.aarogya.com/healthresources/Hospital/images/ruby1.jpg&imgrefurl=http://www.aarogya.com/healthresources/Hospital/Ruby/infra.asp&h=111&w=172&sz=6&hl=en&start=8&um=1&tbnid=QaB3xI6le3nCuM:&tbnh=65&tbnw=100&prev=/images%3Fq%3DRuby%2BHall%2Bhospital%26svnum%3D10%26um%3D1%26hl%3Den%26sa%3DN

http://images.google.co.in/imgres?imgurl=http://www.gyan.com/OutsideKillDevilHillsPostOffice.jpg&imgrefurl=http://www.gyan.com/trip_progress.htm&h=1712&w=2288&sz=683&hl=en&start=10&um=1&tbnid=s5kBeFPDj4ZvpM:&tbnh=112&tbnw=150&prev=/images%3Fq%3DPost%2Boffice%26svnum%3D10%26um%3D1%26hl%3Den%26sa%3DN

Paramjit sharma 4

Services

Business Sector

AirlinesBanksInsuranceManagement

ConsultantsLawler'sDoctorsMotion Pictures

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http://images.google.co.in/imgres?imgurl=http://philtaylor.org.uk/wp-content/uploads/2007/03/state-bank-of-india-11-3-2007.jpg&imgrefurl=http://philtaylor.org.uk/%3Fp%3D555&h=1728&w=2304&sz=200&hl=en&start=1&tbnid=rs1xopyrVxQV0M:&tbnh=112&tbnw=150&prev=/images%3Fq%3D%2BState%2BBank%2Bof%2BIndia%26gbv%3D2%26svnum%3D10%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://www.tribuneindia.com/2004/20040702/delhi1.jpg&imgrefurl=http://www.tribuneindia.com/2004/20040702/delhi.htm&h=208&w=280&sz=16&hl=en&start=7&tbnid=fiXNryYpDMmYaM:&tbnh=85&tbnw=114&prev=/images%3Fq%3Dindian%2Bdoctor%26gbv%3D2%26svnum%3D10%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://www.gyan.com/OutsideKillDevilHillsPostOffice.jpg&imgrefurl=http://www.gyan.com/trip_progress.htm&h=1712&w=2288&sz=683&hl=en&start=10&um=1&tbnid=s5kBeFPDj4ZvpM:&tbnh=112&tbnw=150&prev=/images%3Fq%3DPost%2Boffice%26svnum%3D10%26um%3D1%26hl%3Den%26sa%3DN

Paramjit sharma 5

Services

Manufacturers

Computers OperatorsLegal StaffAccountantsAdministrative StaffSupportive StaffSecurity Staff

http://images.google.co.in/imgres?imgurl=http://www.hr.vt.edu/images/officewoman2.jpg&imgrefurl=http://www.hr.vt.edu/employeescorner/community/bburg/&h=320&w=480&sz=107&hl=en&start=2&tbnid=o_eydSDvUFtgNM:&tbnh=86&tbnw=129&prev=/images%3Fq%3Dcomputer%2Boperators%26gbv%3D2%26svnum%3D10%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/307705/2/istockphoto_307705_accountants.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/%3Fid%3D307705%26refnum%3D361997&h=317&w=380&sz=47&hl=en&start=1&tbnid=vTGc7p53QVf_7M:&tbnh=103&tbnw=123&prev=/images%3Fq%3DAccountants%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG

Paramjit sharma 6

•Transportation Services•Public Utilities•Communication•Trading Services•Financial & Insurance•Real Estate Services•Marketing Services•Govt Provided Services•Engineering Services•Entertainment•Business & Professional

Others

•Security•Printing•Data-Processing•Speech Writing•Educational•Training•Interior-Designing•Laundry•Warehousing

Services- another classification

Paramjit sharma 7

Service is any act or Performance that one Party can offer to another that is essentially intangible intangible and does not result in ownership of anything . Its production may or may not be tied To a physical product

SERVICE DEFINED

Paramjit sharma 8

Need For Services & ProductsOld Age Care

Senior CitizenHomeWheel Chair

Dental Care

Dental ChairDental Equipments

Photography

CameraFilmsPrinting

http://images.google.co.in/imgres?imgurl=http://www.prairie.mt.gov/images/photopage1.jpg&imgrefurl=http://www.prairie.mt.gov/pages/seniors.htm&h=250&w=425&sz=30&hl=en&start=1&tbnid=dui4Df0BKM4aKM:&tbnh=74&tbnw=126&prev=/images%3Fq%3Dsenior%2Bcitizen%26gbv%3D2%26svnum%3D10%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://media.collegepublisher.com/media/paper736/stills/vdy21xy4.jpg&imgrefurl=http://www.dailyillini.com/news/2007/02/06/Diversions/Some-Spas.Take.Bite.Out.Of.Dental.Visits-2699188.shtml&h=665&w=500&sz=322&hl=en&start=13&tbnid=7h8Z9-is2jbEcM:&tbnh=138&tbnw=104&prev=/images%3Fq%3Ddental%2Bchairs%26gbv%3D2%26svnum%3D10%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://www.easydigitalcameras.com/images/upload/Image/Nikon%25205600/HTML/Coolpix5600-FrontAngle2.gif&imgrefurl=http://www.easydigitalcameras.com/content/Nikon-Coolpix-5600-Easy-Camera-Review.htm&h=1272&w=1588&sz=1069&hl=en&start=13&tbnid=1MNtoqYcRdZbqM:&tbnh=120&tbnw=150&prev=/images%3Fq%3DDigital%2BCamera%26gbv%3D2%26svnum%3D10%26hl%3Den

Paramjit sharma 9

PureGoods

Goodsrelated

ServiceRelated

Pureservices

Bus-ticket

Hotel-food

Pizza-Home Service

Equipments-leasing

TV

CAR

OWEN

FRIDGE

Car Financing

Fan Warranty

Gift Presenting

Service Company

Banking

Legal

Insurance

Hair Styling

Consultancy

Paramjit sharma 10

Puregoods

Goodsrelated

ServiceRelated

Pureservices

T.V

CAR

OVEN

FRIDGE

BUS-TRAN

HOTEL-F

PIZZA-HS

EQP.-LEASING

CAR FIN

FAN WAR

GIFT-PRE

SERVICE-COMP

BANKING

L SERVICE

HAIR STY

CONSULT

Paramjit sharma 11

DISTINCTIVECHARACTERSTICSOF SERVICES

Paramjit sharma 12

INTANGIBILITY

INCONSISTENCY

INSEPARABILITY

INVENTORY

Paramjit sharma 13

intangibilityNo physical attributes

Impossible to taste feel hear smell before buying

Cant be easily displayed

Inference from place,people price,symbols…..

Transform intangibility to tangibility

Nobody caresAs much ..Taj

I’ve got a pieceOf rock…Prudential

Macdonald ..theFamily restaurant

Paramjit sharma 14

intangibility

No physical attributes

Impossible to taste feel hear smell before buying

Cant be easily displayed

Transform intangibility to tangibility

Nobody caresAs much ..Taj

I’ve got a pieceOf rock…Prudential

Macdonald ..theFamily restaurant

University Degreetangible evidence ofknowledge acquired

Paramjit sharma 15

Tangibilising the Intangibles

VisualizationAssociationPhysical RepresentationDocumentationPeople InvolvementPlace AdvantagePromotionBranding

Paramjit sharma 16


Visualization

Hotels depicting benefits of dinning at restaurant through Advertisement

http://images.google.co.in/imgres?imgurl=http://www.coombeabbey.com/images/restaurant3.jpg&imgrefurl=http://www.coombeabbey.com/restaurantbar/restaurant.htm&h=312&w=565&sz=150&hl=en&start=6&tbnid=6epjf5PHnoiG2M:&tbnh=74&tbnw=134&prev=/images%3Fq%3DRestaurant%26gbv%3D2%26svnum%3D10%26hl%3Den

Paramjit sharma 17


Association

Air India Used Friendly Maharaja

Shah Rukh with Air-tel

http://images.google.co.in/imgres?imgurl=http://content.answers.com/main/content/wp/en/3/37/Airindia.mascot.maharaja.gif&imgrefurl=http://www.answers.com/topic/airindia-mascot-maharaja-gif&h=469&w=400&sz=43&hl=en&start=2&tbnid=tPbsJUHqbWN1WM:&tbnh=128&tbnw=109&prev=/images%3Fq%3DAir%2BIndia%2BMaharaja%26gbv%3D2%26svnum%3D10%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://gallery.vluvshahrukh.com/data/media/74/airtel2.jpg&imgrefurl=http://gallery.vluvshahrukh.com/img2177.htm&h=288&w=400&sz=28&hl=en&start=1&tbnid=W2biXjj1ggYCyM:&tbnh=89&tbnw=124&prev=/images%3Fq%3DShahRukh%2Bwith%2BAirtel%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX

Paramjit sharma 18


Physical Representation

Citibank credit Card in Gold or Platinum Symbolizes wealth & Status

Airlines Dress Symbolizes visibility, reliability and cleanliness

http://images.google.co.in/imgres?imgurl=http://www.citibank.com/bahrain/gcb/ccards/images/cgcc_img.gif&imgrefurl=http://www.citibank.com/bahrain/gcb/ccards/cgcc.htm&h=134&w=202&sz=16&hl=en&start=3&tbnid=bVfdAyVytUAhZM:&tbnh=70&tbnw=105&prev=/images%3Fq%3Dcitibank%2Bgold%2B%2Bcredit%2Bcard%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX

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Paramjit sharma 19


Documentation

Citing fact & figures in support of performance

• Major Awards Won By Jet Air

• % Of People Preferring Jet Air

• Number. One Company in Market Share

http://images.google.co.in/imgres?imgurl=http://www.waea.org/images/2006%2520Conference/Best%2520Single%2520Inflight%2520Audio%2520Program%2520-%2520Jet%2520Airways.jpg&imgrefurl=http://www.waea.org/events/avion/2006/2006Winners.htm&h=1153&w=1800&sz=1547&hl=en&start=7&tbnid=OYNOF7kQeQe2gM:&tbnh=96&tbnw=150&prev=/images%3Fq%3DJet%2BAirways%26gbv%3D2%26svnum%3D10%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://www.gulf-daily-news.com/source/xxx/179/images/Lpic3.jpg&imgrefurl=http://www.gulf-daily-news.com/Story.asp%3FArticle%3D193892%26Sn%3DBNEW%26IssueID%3D30179&h=255&w=500&sz=28&hl=en&start=15&tbnid=JfYI3vzjWsuKEM:&tbnh=66&tbnw=130&prev=/images%3Fq%3DJet%2BAirways%26gbv%3D2%26svnum%3D10%26hl%3Den

Paramjit sharma 20


People Involvement

People are often Critical Element in serviceDelivery

Training People To be courteous in Hotel for Service Delivery

http://images.google.co.in/imgres?imgurl=http://www.shubhyatra.com/gifs/rajasthani-welcome.jpg&imgrefurl=http://www.shubhyatra.com/generaltours/exotic-rajasthan-the-taj.html&h=219&w=290&sz=21&hl=en&start=6&tbnid=7_vUPRv2ICMBEM:&tbnh=87&tbnw=115&prev=/images%3Fq%3DWelcome%2Bat%2BIndian%2BHotel%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX

Paramjit sharma 21


Place Advantage

The clean, well laid down interiors of a Hotel Room depicts the quality of service

http://images.google.co.in/imgres?imgurl=http://www.landor.com/images/auto/ginger2.jpg&imgrefurl=http://www.landor.com/%3Fdo%3DcNews.news%26storyid%3D452%26g%3D1200%26n%3D1270%26year%3D2006&h=300&w=400&sz=13&hl=en&start=12&tbnid=nyh_KeELgG-AZM:&tbnh=93&tbnw=124&prev=/images%3Fq%3Dinteriors%2Bof%2BIndian%2BHotel%26gbv%3D2%26svnum%3D10%26hl%3Den

Paramjit sharma 22


Promotion

Personal Care through Promotion Campaigns offers life long Assurance scheme

http://images.google.co.in/imgres?imgurl=http://www.singaporeair.com/saa/en_UK/images/company_info/eot/pressreleases/Malaysia3a.jpg&imgrefurl=http://www.singaporeair.com/saa/en_UK/content/company_info/press_release/NE_2907.jsp&h=305&w=300&sz=127&hl=en&start=2&tbnid=apoe578oaRejQM:&tbnh=116&tbnw=114&prev=/images%3Fq%3DPromotion%2Bof%2Bvisiting%2Bmalaysia%26gbv%3D2%26svnum%3D10%26hl%3Den

Paramjit sharma 23


Branding

Branding helps in differentiation of the service from competitors

The world on time

The family Restaurant

http://images.google.co.in/imgres?imgurl=http://news.bbc.co.uk/media/images/36504000/jpg/_36504076_maruti-suzuki-300.jpg&imgrefurl=http://news.bbc.co.uk/1/hi/business/1887880.stm&h=180&w=300&sz=12&tbnid=q3j6nrBIyQMJ:&tbnh=66&tbnw=111&hl=en&start=6&prev=/images%3Fq%3Dmaruti%2B%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DN

http://images.google.co.in/imgres?imgurl=http://www.air-and-space.com/20050326%2520LAX/DSC_8091%2520DC-10-30F%2520N309FE%2520Fedex%2520FDX9098%2520left%2520front%2520landing%2520l.jpg&imgrefurl=http://www.air-and-space.com/20050326%2520LAX%2520Sepulveda.htm&h=504&w=756&sz=31&tbnid=Gw-0bIxuE2YJ:&tbnh=93&tbnw=140&hl=en&start=2&prev=/images%3Fq%3Dfedex%26svnum%3D10%26hl%3Den%26lr%3D

http://images.google.co.in/imgres?imgurl=http://www.rmhspokane.org/images/McDonald%27s%2520arches.jpg&imgrefurl=http://www.rmhspokane.org/community.htm&h=143&w=150&sz=25&tbnid=GGFe01y9ra4J:&tbnh=85&tbnw=90&hl=en&start=4&prev=/images%3Fq%3DMCDONALD%2527S%26svnum%3D10%26hl%3Den%26lr%3D

http://images.google.co.in/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/c/c5/Airtel-logo.svg/800px-Airtel-logo.svg.png&imgrefurl=http://en.wikipedia.org/wiki/Image:Airtel-logo.svg&h=400&w=800&sz=27&hl=en&start=2&tbnid=aFwbo8qp_TNFZM:&tbnh=72&tbnw=143&prev=/images%3Fq%3DAirtel%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX

Paramjit sharma 24

Inconsistency

Diff. Services on diff. Occasions.

Diff. Services to diff. customers

Doctors , porters, nursesWaiters, Banks, Shops …….

Variability & Heterogeneity in services

Paramjit sharma 25

Inconsistency

Different services

http://images.google.co.in/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/thumb/d/d3/Jet.airways.a340.london.arp.jpg/800px-Jet.airways.a340.london.arp.jpg&imgrefurl=http://commons.wikimedia.org/wiki/Image:Jet.airways.a340.london.arp.jpg&h=543&w=800&sz=91&hl=en&start=1&tbnid=wffvIj-FxQnVWM:&tbnh=97&tbnw=143&prev=/images%3Fq%3DJet%2BAirways%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG

http://images.google.co.in/imgres?imgurl=http://www.cheapairfareinindia.com/spicejet.jpg&imgrefurl=http://www.cheapairfareinindia.com/&h=800&w=1000&sz=62&hl=en&start=3&tbnid=6zcRPY2Hx7ixNM:&tbnh=119&tbnw=149&prev=/images%3Fq%3Dspicejet%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX

http://images.google.co.in/imgres?imgurl=http://rameshsreekantan.googlepages.com/GOAir.jpg/GOAir-full.jpg&imgrefurl=http://rameshsreekantan.googlepages.com/home&h=298&w=450&sz=23&hl=en&start=1&tbnid=lE85f4-J1VH26M:&tbnh=84&tbnw=127&prev=/images%3Fq%3Dgo%2Bair%26gbv%3D2%26svnum%3D10%26hl%3Den

Paramjit sharma 26

InconsistencyPerformance of an Artist

http://images.google.co.in/imgres?imgurl=http://www.bollywoodconcerts.com/images/preshows/358.jpg&imgrefurl=http://www.bollywoodconcerts.com/preshowdetails.php%3Fpreshow%3D37&h=558&w=400&sz=19&hl=en&start=1&tbnid=TRFT5-nySYG_hM:&tbnh=133&tbnw=95&prev=/images%3Fq%3DJagjit%2Bsingh%26gbv%3D2%26svnum%3D10%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://www.sadarang.com/Sadarang_Gallery/Sadarang_Vocal_Ghazal/Ghulam%2520Ali.jpg&imgrefurl=http://www.sadarang.com/Gallery%2520Ghazal.htm&h=230&w=230&sz=46&hl=en&start=9&tbnid=Q1i1GKnPUsEMTM:&tbnh=108&tbnw=108&prev=/images%3Fq%3DGulam%2BAli%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG

http://images.google.co.in/imgres?imgurl=http://www.erpmusic.com/photos/HariprasadChaurasia300dpi.jpg&imgrefurl=http://www.erpmusic.com/OrientArchives.htm&h=2279&w=1627&sz=459&hl=en&start=2&tbnid=pxrCX0ggbz1DWM:&tbnh=150&tbnw=107&prev=/images%3Fq%3DHariPrasad%2BChaurasia%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX

http://images.google.co.in/imgres?imgurl=http://www.tribuneindia.com/2005/20050204/nat.jpg&imgrefurl=http://www.tribuneindia.com/2005/20050204/nation.htm&h=257&w=250&sz=21&hl=en&start=2&tbnid=7gzktZmnMfaj6M:&tbnh=112&tbnw=109&prev=/images%3Fq%3Dtabla%2Bmaestro%2Bzakir%2Bhussain%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX

Paramjit sharma 27

Strategies for Dealing With Inconsistency

Industrial ServicesEstablish Set Rules

Paramjit sharma 28


Industrial Services

Hard Technologies- ATMSoft technologies - Standardized Tours

Hybrid technologies- low priced repairs

Paramjit sharma 29


Establish Set Rules & procedures

Limited Menu Restaurants- Pizza Ensuring consistency in service- 30 minutes Pizza delivery

Paramjit sharma 30

inseparability

It can not be separated from the creator-seller ofThe product

Paramjit sharma 31

inseparability

oCo-production.. dentist/patient

oIsolated production.. t.v.serial

oSelf-services… ATM, weighing Machine

Services are typically produced And consumed simultaneously

Paramjit sharma 32

Inventory

Inventory relates to perish ability characteristic in Service marketing

The services cannot be easily saved, stored or inventoried

Paramjit sharma 33

Inventory

Empty seats in a stadium for aCricket game can not be carriedTo the next game

Paramjit sharma 34

Inventory

Empty seats at 10 am flight to Bombay does not mean Seats may be available in the next flight

Paramjit sharma 35

Inventory

Inventory relates to perish ability characteristic in Service marketing

The services cannot be easily saved, stored or inventoried

Paramjit sharma 36

High LowCost of inventory

Airlines

Telecom

Nursinghome

Resturants

Hotels DryClean,g

InsureCo.

Propertyagents

Services cant be stored,saved or inventoried

Paramjit sharma 37

Strategies for Dealing With Inventory (Perishability)

Result Of Demand Variability

Match Capacity by Shifting demand— Sunday open

Adjusting Prices- lowering or increasing prices

Stretch the existing Capacity- 24hrs banking

Stretching Facilities- adding manpower/machines

Paramjit sharma 38

Factors Influencing Customer Perceptions of Service

Perceptionsof

Service

Service Quality

CustomerSatis-

faction

Value

ServiceEncounters

PriceImage

Evidence ofService

Paramjit sharma 39

Service Quality Spells Profits

ServiceQuality

CustomerRetention

Costs

PricePremium

Word ofMouth

Margins

Profits

Defensive Marketing

Volume ofPurchases

MarketShare

Reputation

Sales

PricePremium

Offensive Marketing

Paramjit sharma 40

Three Roles Customers Can Play in Service Delivery

Service Delivery

Productive Resources

Contributors toQuality, Value,

and Satisfaction

Competitors

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Approaches forMatching Service Delivery and Promises

Delivery > or =Promises

Manage ServicePromises

ManageHorizontal

Communications

ResetCustomer

Expectations

ImproveCommunica-

tions toCustomers

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Marketing strategies for service firmMarketing strategies for service firm

7P,S….. 4i+People,Phy.Evidence,Process

People.. selection, training, competence, caring, problem solving

Physical

Evidence..demonstrating service quality through Physical Evidence

Process.. adopting different processes to serve the customers

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thanks

Service Marketing

Documents

perish ability characteristic

service delivery

paramjit sharma

goods related

easily saved

pure goods

physical evidence

service marketing