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

1.
2. 3. 4.

has 4 major characteristics: Intangibility Variability Inseparability perishability

ps of Service Marketing
1.

2.

3.

People : selection, training & motivation of employees can make a huge difference in customer satisfaction. Process : Here service companies such different formats as cafeteria-style, fastfood, buffet & candlelight. Physical evidence : Actual experience of services.

Qualities of services
1. 2. 3.

Search qualities: The buyer can evaluate before purchase. Experience qualities: The buyer can evaluate after purchase. 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 process B. Secondary process 2. 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 model

1.
2. 3. 4. 5.

Reliability Assurance Tangibility Empathy Responsiveness

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

RATER

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.
1.

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.
4.

Uses of SERVQUAL
We

can evaluate service quality from the customers perspective. We can track customers 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
Ahmedab ad Kolkata Mumbai

907/A Uvarshad, Gandhinagar Highway, Ahmedabad 382422.

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

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

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