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Paramjit sharma 1
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Paramjit sharma 2
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Paramjit sharma 3
Services
Government Sector
CourtsEmployment. ExchangesHospitalsMunicipal ServicesPost OfficeSchools, Colleges etc
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Paramjit sharma 4
Services
Business Sector
AirlinesBanksInsuranceManagement
ConsultantsLawler'sDoctorsMotion Pictures
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Paramjit sharma 5
Services
Manufacturers
Computers OperatorsLegal StaffAccountantsAdministrative StaffSupportive StaffSecurity Staff
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Paramjit sharma 6
•Transportation Services•Public Utilities•Communication•Trading Services•Financial & Insurance•Real Estate Services•Marketing Services•Govt Provided Services•Engineering Services•Entertainment•Business & Professional
Others
•Security•Printing•Data-Processing•Speech Writing•Educational•Training•Interior-Designing•Laundry•Warehousing
Services- another classification
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Paramjit sharma 7
Service is any act or Performance that one Party can offer to another that is essentially intangible intangible and does not result in ownership of anything . Its production may or may not be tied To a physical product
SERVICE DEFINED
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Paramjit sharma 8
Need For Services & ProductsOld Age Care
Senior CitizenHomeWheel Chair
Dental Care
Dental ChairDental Equipments
Photography
CameraFilmsPrinting
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Paramjit sharma 9
PureGoods
Goodsrelated
ServiceRelated
Pureservices
Bus-ticket
Hotel-food
Pizza-Home Service
Equipments-leasing
TV
CAR
OWEN
FRIDGE
Car Financing
Fan Warranty
Gift Presenting
Service Company
Banking
Legal
Insurance
Hair Styling
Consultancy
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Paramjit sharma 10
Puregoods
Goodsrelated
ServiceRelated
Pureservices
T.V
CAR
OVEN
FRIDGE
BUS-TRAN
HOTEL-F
PIZZA-HS
EQP.-LEASING
CAR FIN
FAN WAR
GIFT-PRE
SERVICE-COMP
BANKING
L SERVICE
HAIR STY
CONSULT
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Paramjit sharma 11
DISTINCTIVECHARACTERSTICSOF SERVICES
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Paramjit sharma 12
INTANGIBILITY
INCONSISTENCY
INSEPARABILITY
INVENTORY
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Paramjit sharma 13
intangibilityNo physical attributes
Impossible to taste feel hear smell before buying
Cant be easily displayed
Inference from place,people price,symbols…..
Transform intangibility to tangibility
Nobody caresAs much ..Taj
I’ve got a pieceOf rock…Prudential
Macdonald ..theFamily restaurant
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Paramjit sharma 14
intangibility
No physical attributes
Impossible to taste feel hear smell before buying
Cant be easily displayed
Transform intangibility to tangibility
Nobody caresAs much ..Taj
I’ve got a pieceOf rock…Prudential
Macdonald ..theFamily restaurant
University Degreetangible evidence ofknowledge acquired
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Paramjit sharma 15
Tangibilising the Intangibles
VisualizationAssociationPhysical RepresentationDocumentationPeople InvolvementPlace AdvantagePromotionBranding
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Paramjit sharma 16
Tangibilising the Intangibles
Visualization
Hotels depicting benefits of dinning at restaurant through Advertisement
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Paramjit sharma 17
Tangibilising the Intangibles
Association
Air India Used Friendly Maharaja
Shah Rukh with Air-tel
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Paramjit sharma 18
Tangibilising the Intangibles
Physical Representation
Citibank credit Card in Gold or Platinum Symbolizes wealth & Status
Airlines Dress Symbolizes visibility, reliability and cleanliness
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Paramjit sharma 19
Tangibilising the Intangibles
Documentation
Citing fact & figures in support of performance
• Major Awards Won By Jet Air
• % Of People Preferring Jet Air
• Number. One Company in Market Share
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Paramjit sharma 20
Tangibilising the Intangibles
People Involvement
People are often Critical Element in serviceDelivery
Training People To be courteous in Hotel for Service Delivery
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Paramjit sharma 21
Tangibilising the Intangibles
Place Advantage
The clean, well laid down interiors of a Hotel Room depicts the quality of service
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Paramjit sharma 22
Tangibilising the Intangibles
Promotion
Personal Care through Promotion Campaigns offers life long Assurance scheme
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Paramjit sharma 23
Tangibilising the Intangibles
Branding
Branding helps in differentiation of the service from competitors
The world on time
The family Restaurant
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Paramjit sharma 24
Inconsistency
Diff. Services on diff. Occasions.
Diff. Services to diff. customers
Doctors , porters, nursesWaiters, Banks, Shops …….
Variability & Heterogeneity in services
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Paramjit sharma 25
Inconsistency
Different services
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Paramjit sharma 26
InconsistencyPerformance of an Artist
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Paramjit sharma 27
Strategies for Dealing With Inconsistency
Industrial ServicesEstablish Set Rules
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Paramjit sharma 28
Strategies for Dealing With Inconsistency
Industrial Services
Hard Technologies- ATMSoft technologies - Standardized Tours
Hybrid technologies- low priced repairs
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Paramjit sharma 29
Strategies for Dealing With Inconsistency
Establish Set Rules & procedures
Limited Menu Restaurants- Pizza Ensuring consistency in service- 30 minutes Pizza delivery
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Paramjit sharma 30
inseparability
It can not be separated from the creator-seller ofThe product
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Paramjit sharma 31
inseparability
oCo-production.. dentist/patient
oIsolated production.. t.v.serial
oSelf-services… ATM, weighing Machine
Services are typically produced And consumed simultaneously
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Paramjit sharma 32
Inventory
Inventory relates to perish ability characteristic in Service marketing
The services cannot be easily saved, stored or inventoried
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Paramjit sharma 33
Inventory
Empty seats in a stadium for aCricket game can not be carriedTo the next game
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Paramjit sharma 34
Inventory
Empty seats at 10 am flight to Bombay does not mean Seats may be available in the next flight
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Paramjit sharma 35
Inventory
Inventory relates to perish ability characteristic in Service marketing
The services cannot be easily saved, stored or inventoried
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Paramjit sharma 36
High LowCost of inventory
Airlines
Telecom
Nursinghome
Resturants
Hotels DryClean,g
InsureCo.
Propertyagents
Services cant be stored,saved or inventoried
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Paramjit sharma 37
Strategies for Dealing With Inventory (Perishability)
Result Of Demand Variability
Match Capacity by Shifting demand— Sunday open
Adjusting Prices- lowering or increasing prices
Stretch the existing Capacity- 24hrs banking
Stretching Facilities- adding manpower/machines
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Paramjit sharma 38
Factors Influencing Customer Perceptions of Service
Perceptionsof
Service
Service Quality
CustomerSatis-
faction
Value
ServiceEncounters
PriceImage
Evidence ofService
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Paramjit sharma 39
Service Quality Spells Profits
ServiceQuality
CustomerRetention
Costs
PricePremium
Word ofMouth
Margins
Profits
Defensive Marketing
Volume ofPurchases
MarketShare
Reputation
Sales
PricePremium
Offensive Marketing
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Paramjit sharma 40
Three Roles Customers Can Play in Service Delivery
Service Delivery
Productive Resources
Contributors toQuality, Value,
and Satisfaction
Competitors
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Paramjit sharma 41
Approaches forMatching Service Delivery and Promises
Delivery > or =Promises
Manage ServicePromises
ManageHorizontal
Communications
ResetCustomer
Expectations
ImproveCommunica-
tions toCustomers
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Paramjit sharma 42
Marketing strategies for service firmMarketing strategies for service firm
7P,S….. 4i+People,Phy.Evidence,Process
People.. selection, training, competence, caring, problem solving
Physical
Evidence..demonstrating service quality through Physical Evidence
Process.. adopting different processes to serve the customers
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Paramjit sharma 43
thanks