Paramjit sharma 1

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Government Sector

Courts
Employment. Exchanges Services
Hospitals
Municipal Services
Post Office
Schools, Colleges etc

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Business Sector

Airlines
Banks Services
Insurance
Management
Consultants
Lawler's
Doctors
Motion Pictures

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Manufacturers

Computers Operators
Legal Staff Services
Accountants
Administrative Staff
Supportive Staff
Security Staff

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 Services- another classification
Others
•Transportation Services
•Public Utilities •Security
•Communication •Printing
•Trading Services •Data-Processing
•Financial & Insurance •Speech Writing
•Real Estate Services •Educational
•Marketing Services •Training
•Govt Provided Services •Interior-Designing
•Engineering Services •Laundry
•Entertainment •Warehousing
•Business & Professional

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 SERVICE DEFINED

Service is any act or Performance that one Party can offer to

another that is essentially intangible and does not result in
ownership of anything . Its production may or may not be tied
To a physical product

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 Need For Services & Products
Old Age Care

Senior Citizen
Home
Wheel Chair

Dental Care

Dental Chair
Dental Equipments

Photography

Camera
Films
Printing

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 Pure Goods Service Pure
Goods related Related services

Bus-ticket
TV Banking
Car Financing
Hotel-food Legal
CAR Fan Warranty

Pizza- Gift Presenting

Insurance
OWEN Home Service
Hair Styling
Service Company
FRIDGE Equipments-
leasing Consultancy

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 Pure Goods Service Pure
goods related Related services

BUS- CAR FIN

T.V BANKING
TRAN
FAN WAR
CAR L SERVICE
HOTEL-F
GIFT-PRE
OVEN HAIR STY
PIZZA-HS
SERVICE-
FRIDGE COMP CONSULT
EQP.-
LEASING

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DISTINCTIVE
CHARACTERSTICS
OF SERVICES

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 INVEN
TORY

INSEP AR AB ILI T
Y

INCONSISTENCY

INTANGIBILITY
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 intangibility
No physical attributes
Nobody cares
Impossible to As much ..Taj
taste
feel
hear I’ve got a piece
smell before buying Of rock…
Prudential
Cant be easily displayed

Inference from place,people Macdonald ..the

price,symbols….. Family restaurant

Transform intangibility to
tangibility Paramjit sharma 13
 intangibility
Nobody cares
No physical attributes As much ..Taj

Impossible to
taste
feel
hear I’ve got a piece
smell before buying Of rock…
Prudential
Cant be easily displayed

Macdonald ..the
Transform intangibility to
Family restaurant
tangibility

University Degree
tangible evidence of
knowledge acquired
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Tangibilising the Intangibles

Visualization
Association
Physical Representation
Documentation
People Involvement
Place Advantage
Promotion
Branding

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Tangibilising the Intangibles

Visualization

Hotels depicting benefits of dinning

at restaurant through Advertisement

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Tangibilising the Intangibles

Association

Air India Used Friendly Maharaja

Shah Rukh with Air-tel

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Tangibilising the Intangibles

Physical Representation

Citibank credit Card in Gold or Platinum

Symbolizes wealth & Status

Airlines Dress Symbolizes visibility,

reliability and cleanliness

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Tangibilising the Intangibles

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

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Tangibilising the Intangibles

People Involvement

People are often Critical Element in service

Delivery

Training People To be courteous in Hotel

for Service Delivery

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Tangibilising the Intangibles

Place Advantage

The clean, well laid down interiors of a

Hotel Room depicts the quality of service

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Tangibilising the Intangibles

Promotion

Personal Care through

Promotion Campaigns offers
life long Assurance scheme

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Tangibilising the Intangibles

Brandi ng
The family Restaurant

Brandi ng hel ps i n di fferenti ati on of the

ser vice from com peti tors

The world on time

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 Inconsistency
Variability & Heterogeneity in services

Diff. Services on diff. Occasions.

Diff. Services to diff. customers

Doctors , porters, nurses
Waiters, Banks, Shops …….

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Inconsistency

Different services

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Inconsistency
Performance of an Artist

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Strategies for Dealing With Inconsistency

Industrial Services
Establish Set Rules

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Strategies for Dealing With Inconsistency

Industrial Services

Hard Technologies- ATM

Soft technologies - Standardized Tours
Hybrid technologies- low priced repairs

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Strategies for Dealing With Inconsistency

Establish Set Rules & procedures

Limited Menu Restaurants- Pizza

Ensuring consistency in service- 30 minutes Pizza delivery

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 inseparability

It can not be separated from the creator-seller of

The product

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 inseparability

Services are typically produced

And consumed simultaneously
oCo-production.. dentist/patient

oIsolated production.. t.v.serial

oSelf-services… ATM, weighing Machine

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 Inventory

Inventory relates to perish ability characteristic in

Service marketing
The services cannot be easily saved, stored or inventoried

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 Inventory

Empty seats in a stadium for a

Cricket game can not be carried
To the next game

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 Inventory

Empty seats at 10 am flight to Bombay does

not mean Seats may be available in the next
flight

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 Inventory

Inventory relates to perish ability characteristic in

Service marketing
The services cannot be easily saved, stored or inventoried

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 Services cant be stored,saved or inventoried

High Cost of inventory Low

Airlines

Telecom Restu Hotels Dry Insure Property

rants Clean,g Co. agents
Nursing
home

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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

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 Factors Influencing Customer
Perceptions of Service
Service Evidence of
Encounters Service
Service Quality

Perceptions
of
Service
Value Customer
Satis-
faction
Image Price

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 Service Quality Spells Profits

Costs

Defensive Volume of Margins

Marketing Purchases

Price
Premium
Service Customer
Quality Retention
Word of
Mouth
Profits

Market
Share
Sales
Offensive
Marketing Reputation

Price
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Three Roles Customers Can Play in Service Delivery

Service Delivery

Productive Contributors to Competitors

Resources Quality, Value,
and Satisfaction

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 Approaches for
Matching Service Delivery and Promises

Reset
Customer
Expectations

Manage Manage
Horizontal Delivery > or = Service
Communications Promises Promises

Improve
Communica-
tions to
Customers

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 Marketing 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

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