Services Marketing

“Services are going to move in this decade

to being the front edge of the industry.”

Presented By
RICHA
 Aim and Objective

• Service Marketing.
• Characteristics of Services Compared To Goods
• Service Marketing Mix
• Customer Expectation of Services
• Zone of Tolerance
• Factors That Influnces Customer Expectations
Of Services
 Services
• Services:
Deeds, Processes and Performances.
• Example: IBM.
• Technically
“All Economic activities whose output is not a physical
product or construction, consumed at the time it is
produced and provides added value in forms, that are
essentially intangible concerns of its first purchaser.”
 Characteristics Of Services
Compared To Goods
Goods Services Resulting Implications

Tangible Intangible •Services cannot be inventoried

•Services cannot be redily displyed
•Services cannot be patented

Standardized Heterogeneity Service quality depends on many

uncontrollable factors

Production Simultaneous production Customer participate in and affect the

seperate from and consumption transcations
consumption Decentralization may be requied

Nonperishable Perishable Srevices cannot be resold or returned

 Services Marketing Mix
• Traditional Marketing Mix
Product
Place
Promotion
Price
• Expanded Marketing Mix For services
People
Physical evidence
Process
The Customer Gap

Expected Services

Customer
Gaps

Perceived Services
 Customer Expectation of Services
• Levels of Expectations
– Desired Services
– Adequate Services
– Zone of Tolerance
Zone Of Tolerance

Desired Service

Zone of Tolerance

Adequate Service
Factors That Influence Customer
Expectations of Services
• Sources of Desired Service Expectations
– Personal Needs.
– Lasting Service Intensifiers.
• Sources of Adequate Service Expectation
• Temporary Service Intensifier
• Percieved Service Alternatives
• Situational Factors
• Predicted Services