Escolar Documentos
Profissional Documentos
Cultura Documentos
Concept of services Characteristics Goods vs. services Scope & significance of service marketing Growth & role of service sector Classification of services Service marketing mix
Lodging
Restaurants, bars, catering
Education
Wholesaling and retailing
Insurance
News and entertainment
Laundries, drycleaning
Repair and maintenance Professional (e.g., law, architecture, consulting)
Employees
Customers
Perishability
MOSTLY GOODS
MOSTLY SERVICES
Five Is of services
Physical shape Process design Production Delivery Supply Producer status Life Title Physical presence of customer Customer involvement Type of technology
Tangible Customer not involved Time spread Separated with production schedule Flexible Separable Longer life Ownership possible Hardly required Low / absent Generally hard
Intangible Immediate effect on customer Spontaneous Along with production Inflexible Inseparable for services Still born No ownership possible Absolutely necessary for many services High Generally soft
Consumer reaction
Repairs Replacement Pricing base Need satisfied Basis of competition Channel of distribution
Delayed
Common Common Material Physical Technology Longer
Spontaneous
Generally Impossible Rare Labor More emotional Personalization Shorter
Standardization
Facility location Product design
All over
Near supply Physical product
Storage
Possible
Not possible
Personnel Variable
Interaction Shorter To accommodate customer physical & psychological needs Important
Not so important
Classification of Services
The Degree of Tangibility of Services
Restaurant Services V/S Consultant Services
Classification of Services
Formal or Informal Relationship with Customers
Clubs require formal membership whereas Disneyworld, or a movie theatre only requires people to buy a ticket
Classification of Services
People
Services directed to Peoples Bodies:
Tangible Actions
Health
Freight Transportation Industrial equipment repair Laundry & Dry Cleaning Veterinary care
Classification of Services
Nature of Service Delivery
Membership Relation
Insurance Telephone subscription College enrollment Banking
station
Toll highway
Theater series subscription
Discrete Transactions
Classification of Services
High
Extent to Which Customer Contact Personnel Exercise Judgment in Meeting Individual Customer Needs
Legal services
Health care/surgery
(large classes)
High
Low
Telephone service Hotel services Retail banking (excl. Major loans) Good restaurant
Public transportation
Classification of Services
Extent to Which Supply is Constrained Peak demand can usually be met without a major delay
Wide
Electricity Hospital Police and fire emergencies
Narrow
Insurance Legal services Banking
Accounting and tax preparation Passenger transportation Hotels and motels Restaurants Theaters
Services similar to those mentioned above but which have insufficient capacity for their base level of business
5. People
6. Physical evidence
7. Process
8. Productivity and quality
1
2
Cocktail Bar
Entertainment/ Sports / Exercise
Restaurant
USE ROOM
Porter Meal
Pay TV
Room service
Before Visit