SERVICE MARKETINGBY,

ASHWIN . JAIN

KRITHIKA. NAYAK

MAHENDRA

SERVICE

Is an economic activity that creates value and provides benefits for customers for specific time,

place

Is a Technical after- sale function that is provided by the service Department.

Service includes every interaction by any customer and anyone representing the company

Dealers

• Web site and any Salesperson

e-channel interaction Customer Receptionists & schedulers

• Billing and accounting personnel Management and executives

• Service employees

• TYPES OF SERVICES

• CORE/SERVICES :- a service that is the primary purpose of the transaction. e.g. lawyer

fees,adminstrative fees( insurance policy, bank loan processing fees)

• SUPPLEMENTARY SERVICES :- services that are rendered as a corollary to the sale of a tangible

products.e.g home delivery options ( food restaurants, online shopping)

SERVICE ORGANISATIONS

• large international corporation's- airlines, banking , telecom, hotel chains , freight transportation

• locally owned small business – restaurants , laundry ,taxi services, couriers .

• b-2-b services

• franchised service outlets- education , food

• 7 P’S OF SERVICE MARKETING

CHARACTERISTIC OF SERVICES

• INTANGIBILITY

• PERFORMED ACTIVITIES

• INSEPARABILITY

• HETEROGENEITY

• PERISHABILITY

• OWNERSHIP

• ESSENTIALITY VERSUS POSTPONABILITY

• INTERACTION BETWEEN SERVICE PROVIDER AND CONSUMER:

ISSUES BEFORE A SERVICE ORGANIZATION

• PACKAGING

• TOOLS & EQUIPMENT'S USED

• CUSTOMERS

• CONVENIENCE

• NATURE OF SERVICE ESTABLISHMENTS

• MANAGING PRODUCTIVITY

• MANAGING SERVICE QUALITY