Presenters :1. Sachi Ramwani2. Priyanka Bhatia3. Imaad Ali Khan4. Hiten Umrania

Introduction

• Etisalat is a UAE-based telecommunications services provider.

• It is currently operating in 18 countries across Asia, the Middle East and Africa.

• Etisalat is the 13th largest mobile network operator in the world, it connects a total customer base of 100 million.

Service marketing• Services

A service is any act or performance offered by one party to another that is essentially intangible.

Consumption of the service does not result in any transfer of ownership even though the service process may be attached to a physical product.

Characteristics of services

• Intangibility• Inseparability• Variability or Inconsistency• Perishability

Intangibility

• A pure service cannot be assessed using any of the physical senses.

• it is a concept which cannot be directly examined before it is purchased.

• Most of Etisalat’s services are intangible, yet have strong tangible cues.

Inseparability

• An interaction of the producer and the consumer is necessary for the utility of the service to be realized.

• Etisalat customers and service provider need to be in regular interaction with each other so that their network and telecommunications needs are continuously realized.

Variability or Inconsistency

• Services are different in that they are heterogeneous,meaning they differ with each use.

• Etisalat services also experience great vulnerability in terms of their customer services, network strength and so on.

Perishability

• Excess production of any service will not be made up for by consumption in any subsequent period.

• So, if a service is rendered, it is considered perished once its utility is realized.

• Etisalat services such as internet data and talk-time once used, cannot be used again.

Service processes of Etisalat

• PEOPLE PROCESSING: During this processing the people have to be physically present in order to get themselves immersed within the service process.

• POSSESSION PROCESSING:In this processing there are chances for objects which are used to provide services breakdown or need maintenance. Here the quality of the repaired services is not dependent on the owner or any other representative of the possession needs to be present while the service repairing takes place.

• MENTAL STIMULUS PROCESSING: during this process people have to get themselves involved mentally in the service interaction and give time so that they can experience the benefits of this type of service

• INFORMATION PROCESSING:Advance in technology have enable information processing to become quicker, more accurate and more frequent, often at the expense of people processing.

The 7 P’s of Marketing

• Product • Price • Promotion• People• Physical Evidence• Process• Place

• The first three P’s of the marketing mix have been explained in relation to the Etisalat marketing strategies understood thus far

• Other strategies will be discussed in the report in detail.

Product

• Some of the services offered by Etisalat are:

– Mobile Services– Telephone Services– Internet Services– Landline Services– Television Services

Price

• With the competitive advantage that Etisalat enjoys, their pricing has not changed through the years since its inception. But competitive promotion techniques have helped it expand its customer base.

• There are year round promotions on the prepaid services and other services that come bundled along with it.

Promotion

• As understood, Etisalat’s promotion strategy has a pattern. Its services are already running in the market, but existing and potential consumers are not aware of them. Promotion is carried out for individual services at a time and not more than three promotions are available for each category of service at the same time.

The Gaps model• The gaps model or the

SERVQUAL approach was designed by three authors-Len Berry, Parsu Parasuraman, and Valarie Zeithmal in 1985, According to Kasper et al (2006), this model was introduced in order to identify problems arising between the customers in the service delivery process and the organisation

THE GAPS MODEL OF SERVICE QUALITYGAP 1 – SERVICE PROVIDERS MISCONCEPTION

OF THE CUSTOMERS

• This GAP can be explained as ‘NOT KNOWING WHAT CUSTOMERS EXPECT’

• The gap between what the management thinks the customers expect and what the customers actually expect.

In regards with etisalat, it thinks that the customers are happy with the tariff plan but in reality the customers are not really satisfied with it.

Gap 2 – INADEQUATE RESOURCES• This Gap is also recognised as ‘THE

WRONG SERVICE QUALITY STANDARDS’

• It is the GAP between what is provided by the company and what is required to match the customers expectations.

In regards with etisalat, it needs to provide better customer care service. They need to employ more customer care representatives in order to avoid long waiting of the customers to solve their problems.

GAP 3 - INCONSISTENT SERVICE DELIVERY• This GAP can also be explained as

SERVICE- QUALITY SPECIFICATIONS- SERVICE- DELIVERY GAP n also called THE SERVICE PERFORMANCE GAP.

• This is the GAP between the service design of the company and service delivered by the company.

In terms of etisalat, they havedesigned the customer care service to provide assistance and help the customers but they are not being able to deliver what the have planned, this is shown as the customers are never being able to get thru and are always kept on hold for long hours

GAP 4 – EXAGGERATED PROMISES• This GAP is also recognised as SERVICE DELIVERY – EXTERNAL

COMMUNICATIONS GAP and can be explained as WHEN PROMISES DO NOT MATCH THE DELIVERY.

• This is the GAP between the service delivered by the company and the service advertised by the company.

In regards with etisalat, they don’t advertise with slogans and promises and it is noticed that what they have promised they have delivered and they have a record of the least number of calls being dropped.

Gap 5

• The gap formed as a result of the combination of the above four gaps.

• It is the gap between management perceptions and customer expectations.

SERVICE BLUEPRINTING

• According to Zeithmal et al (2006), a service blueprint is a map that portrays the way in which a service process takes place. The main purpose of a Service Blueprint is to enable the service providers to understand the flow of a service and deal with it objectively, thereby improving service performance and delivery

Four components of service

• Customer actions: steps or activities performed by a customer in purchasing the service.

• On-stage actions: activities performed by an employee that are visible to the customer, for example, answering queries at the etisalat help desk in the malls, handling the queue, etc.

• Back-stage actions: activities performed by an employee that the customer can experience but cannot see it. For example, customer services by etisalat through phone.

• Support processes: services where customers do not have any contact with the employees. For example, satellite services, checking the balance (in case of a text message or a recorded voice), etc.

Conclusion