Documente Academic
Documente Profesional
Documente Cultură
MODULE 1
Module-1
Characteristics of Service
Intangibility Inseparability
Variability Perishability
(1) Intangibility:
goods services
Company
Enables Making
Promises Promises
Employees Costumers
Interactive Marketing
keeping Promises
External Marketing : ‘ Making Promises’
• Marketing to end users
• Involves pricing strategy, promotional activities &
other communication with customers.
• Performed to capture the attention of the market &
interest in the service.
Interactive Marketing : ‘keeping of promise’
• This refers to the decisive moment of interaction
between the employees & costumers.
• This step is of utmost important, because if the
employee falters at this level, all prior efforts made
towards establishing a relationship with the
customer, would be wasted.
Internal Marketing : ‘Enabling Promises’
• Marketing to employees
• Involves training, motivational & teamwork
programs & all communication with employees.
• Performed to enable employees to perform the
service effectively & keeping up the promises made
to the customer.
“Viewing employees as internal customers, viewing
jobs as internal products & then endeavouring to offer
products that satisfy the needs & wants of these
internal customers while addressing the objectives of
the organisation.”
The Marketing Mix
PRODUCT:
Strategies
to make the
consumer aware of
the existence of a
product
or service.
Promotions have
become a critical
factor in the service
marketing.
Visualization tangibilizes services through
hoardings, TV and print campaigns or
advertisements. Physical representation in services
has a good promotional appeal to customers like
use of colors to symbolize wealth and status.
Service providers use documentation in their
promotions in support of their claims for
dependability, popularity and responsiveness.
PEOPLE
Most Most
Goods Services
Easy to evaluate
Difficult to evaluate
Acceptable Expectations
Desired Service:
Level of service that
customer hopes to
receive
Adequate service:
Level of service the
customer will accept
The Zone of Tolerance
customer delight
Desired Service
Zone of
Tolerance customer satisfaction
Adequate Service
customer dissatisfaction
Factors influencing customer expectation of
services
a) Service encounter
b) Service evidence
People/ service personnel
Process of service delivery
Physical environment
c) Organizational image
d) Price
Contd…
a) Service encounter (customer’s interaction throughout the
service, from the beginning till the end)
b) Service evidence (services are intangible hence customers
search for evidence)
People/ service personnel: :- contact employees, customer
himself, other customers.
Process of service delivery: operational flow, steps in process,
flexibility, technology.
Physical environment: consists of the ambience offered by a
service provider & the design of the interiors-exteriors of the
service facility.
c) Organizational image (positive or negative image will have a
profound effect on customers)
d) Price (low price may be regarded as low quality service or vice
versa)
Strategies for influencing customer perception
Remote Encounter
Phone Encounter
Fact to Face Encounter
Remote Encounter
Quality
Reliability
Value for money
Responsiveness (before & after sale)
Access
Courtesy
Communication
Credibility
Benefits of CS