SERVICE MARKETING

Services 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.

Defense, postal, hospitality, education, airlines, law firms, entertainment etc.

Characteristics of Service Marketing It has 4 major characteristics:1. Intangibility2. Variability3. Inseparability4. perishability

‘p’s of Service Marketing1. People : selection, training &

motivation of employees can make a huge difference in customer satisfaction.

2. Process : Here service companies such different formats as cafeteria-style, fast-food, buffet & candlelight.

3. Physical evidence : Actual experience of services.

Qualities of services1. Search qualities: The buyer can

evaluate before purchase.2. Experience qualities: The buyer can

evaluate after purchase.3. Credence qualities: The buyer normally

finds hard to evaluate even after consumption.

Difference between service and product marketing The majority of differences in how to market

services and products are attributed to four unique characteristics:

Intangibility Inseparability Heterogeneity Perish ability

Measurement aspects in service marketing There are two processes of measuring

service marketing :1. Objective process : this method

includes two processes A. Primary processB. Secondary process2. Subjective process : SERVQUAL

method is used in this process to measure service quality.

SERVQUAL SERVQUAL is an marketing aspect means

service quality framework and measures the scale of quality in service sectors.

It was developed in 1980s by zeithami, parasuraman and berry.

Later this is refined into the RATER model. This model deals with the objective of

bridging the gap between the perception and expectation of customers.

Dimension of RATER model1. Reliability 2. Assurance3. Tangibility4. Empathy5. Responsiveness

RATER model identifies and bridges the gap between the perception and expectation which are as follows:

1. Management gap It deals with the expected services by

customers and management perception of consumer expectation.

2. Quality specification gap This gap identifies the difference between

the management perception and actual specification of customer experience.

3. Service delivery gap Identifies difference between customer

driven service design and standards and service delivery.

4. Market communication gap Found out the difference between the

delivery of the customer experience and what is to be communicated customer.

5. Perceived service quality gap Identifies the customer perception of

experience and customer perception of expectation.

Uses of SERVQUAL We can evaluate service quality from the

customer’s perspective. We can track customer’s expectations and

perceptions. We can compare a set of servqual scores

against those of competitors. We can compare the expectations and

perceptions of different customer groups. We can assess the expectations and

perceptions of internal customers.

Campus Overview

907/A Uvarshad, GandhinagarHighway, Ahmedabad – 382422.

Ahmedabad

Kolkata

Infinity Benchmark, 10th Floor, Plot G1,Block EP & GP, Sector V, Salt-Lake, Kolkata – 700091.

Mumbai

Goldline Business Centre Linkway Estate, Next to Chincholi Fire Brigade, Malad (West), Mumbai – 400 064.

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