Service Marketing Presentation - Unitedworld School of Business

7/28/2019 Service Marketing Presentation - Unitedworld School of Business

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SERVICE

MARKETING


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Services

Service is any act or performance thatone party can offer to another that is

essentially intangible and does not resultin any ownership of anything. Itsproduction may or may not be tied tophysical products.

Defense, postal, hospitality, education,airlines, law firms, entertainment etc.


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Qualities of services

1. Search qualities: The buyer can evaluatebefore purchase.

2. Experience qualities: The buyer canevaluate after purchase.

3. Credence qualities: The buyer normallyfinds hard to evaluate even after

consumption.


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Difference between service

and product marketing

The majority of differences in how to marketservices and products are attributed to four

unique characteristics:

Intangibility

Inseparability

Heterogeneity

Perish ability


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Measurement aspects in

service marketing

There are two processes of measuringservice marketing :

1. Objective process : this method includestwo processes

A. Primary process

B. Secondary process

2. Subjective process : SERVQUAL methodis used in this process to measure servicequality.


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SERVQUAL

SERVQUAL is an marketing aspect meansservice 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 ofbridging the gap between the perceptionand expectation of customers.


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Dimension of RATER model1. Reliability

2. Assurance

3. Tangibility4. Empathy

5. Responsiveness

RATER model identifies and bridges the gapbetween the perception and expectationwhich are as follows:


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1. Management gap

It deals with the expected services bycustomers and management perception ofconsumer expectation.

2. Quality specification gap

This gap identifies the difference between themanagement perception and actualspecification of customer experience.

3. Service delivery gap

Identifies difference between customer drivenservice design and standards and servicedelivery.


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4. Market communication gap Found out the difference between the

delivery of the customer experience andwhat is to be communicated customer.

5. Perceived service quality gap Identifies the customer perception of

experience and customer perception ofexpectation.


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Uses of SERVQUALWe can evaluate service quality from the

customers perspective.

We can track customers expectations andperceptions.

We can compare a set of servqual scoresagainst those of competitors.

We can compare the expectations andperceptions of different customer groups.

We can assess the expectations andperceptions of internal customers.


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Campus Overview

907/A Uvarshad,

GandhinagarHighway,Ahmedabad382422.

Ahmedabad

Kolkata

Infinity Benchmark,

10th

Floor, Plot G1,Block EP & GP,Sector V, Salt-Lake,Kolkata700091.

Mumbai

Goldline Business

Centre LinkwayEstate,Next to Chincholi FireBrigade, Malad(West), Mumbai400064.


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Thank You

Service Marketing Presentation - Unitedworld School of Business

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