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Service marketing
Arif
An introduction to services:
Service is any activity or benefit that one party can offer to another that is
essential intangible and does not result in the ownership of anything.
1. Intangibility: Service cannot be seen, taste, touch, fell, and smell before
purchase.
2. Inseparability: It cannot be separated from the service provider.
3. Variability or heterogeneity: Service quality depend on who provide the
service where, when, and how. If the man is different then quality will be
different. For example, different restaurant service will be different.
4. Perishability : Perishability is a distinguishing characteristic of service in
that they cannot be saved, their unused capacity cannot be reserved, and
they cannot be inventoried.
Element of services:
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Service marketing
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4. Managing communication.
1. Problem recognition.
2. Search for information on service provider (internal or external).
B. Non-profit organization:
Educational
institution: e.g.
public university
Cultural
organization: e.g.
Bangladesh SHISHU
academy.
Religions:
Charitable
philanthropy:
Social causes:
Health care:
Political:
and service:
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Product: It refers either a goods or a service.
2. Inseparability
4. Perish ability
Intangibility is the primary sources from which the other three characteristics
emerged. Intangibility is a distinguishing characteristic of services that
makes them unable to be touched or sensed in the same manner as physical
goods.
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3. Involvement of other customers in the production process.
4. Special challenges in mass production of service.
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8. Customers are active participants in the production process.
Factors influencing ethical decision making includes--1. Stage of cognitive moral development: six stages
I.
II.
III.
IV.
V.
VI.
2. Personal values
3. Corporate culture
4. Cultural differences
5. Organizational structure
6. Opportunity
7. Reward systems
8. Significant others
9. Competitive environment
10. Changes in technology
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6. Monitoring of employee performance.
7. Building long-term customer relationships.
Pricing
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Importance of pricing: From different view point
a. view point of consumer. b. view point of individual firm.
c. view point of economy.
Objectives of Pricing: (Lovelock, p-365)
a. Revenue oriented: b. Operation oriented (operate the business to
maintain
=> Profit seeking. (Balance between demand and supply)
=> Cover cost. c. Patronize oriented ( main obj. is to patronize)
Service pricing related issues: (Lovelock, p-365)
a. How much should be charged for the service?
b. What should be the basis of price?
c. Who should collect payment?
d. Where should payment be made?
e. when should payment be made?
f. How should payment be made?
g. How should price be communicated to the target market?
Pricing Strategies: (Hoffman, p-184)
Three strategies
a. Satisfaction based pricing: Strategies that are designed to reduce the
amount ofperceived risk associated with a purchase. Two types
1. Benefit driven pricing: Focuses on the aspects of the service that
consumer actually
use. The objective is to develop a direct association between the price
and the
components of the service that customers value.
2. Flat- rate pricing: A strategy in which a customer pays a fixed price
and the provider
assumes the risk of price increases and cost overruns.
b. Relationship pricing: Strategies that encourage the customer to
expand his or her
dealings with the provider. Two types:
1. Price bundling: The practice of marketing two or more products
and/services in a
single package at a single price.
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2. Mixed bundling: Price bundling t5echnique that allows customers to
either buy
service A and service B together of purchase one service separately.
c. Efficiency pricing: Strategies that appeal to economically minded
consumers by
delivering the best and most cost effective service for the price.
Developing the service communication mix:
3. To remind customer
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1. Absence of inventories
1. Customer must be aware that the system has been changed or that a new alternative exists.
2. Each customer needs to be educated as to how to use the new system properly.
3. Customers must be encouraged to use the new approach a sufficient number of times to
become comfortable with it and to recognize its benefits.
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Why service fail or Types of service failure: (page no. 352, Hoffman)
1. Instrumental complaints.
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2. Non-instrumental complaints.
3. Ostensive complaints.
1. Voice.
2. Exit.
3. Retaliation.
1. Improper buying.
2. Insufficient service delivery system.
3. Inadequately trained and careless service personnel.
4. Habitual complainers.
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2. Indirect measures: Indirect measures of customer satisfaction include tracking and
monitoring sales records, profits, and customer complaints.
Types of customer expectations. (page no.313, Hoffman)
1. Predicted service: (It is a probability expectation)
2. Desired service: (It is an ideal expectation)
3. Adequate service: (It is a minimum tolerable expectation)
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2. Perceived service alternatives.
3. Customer self-perceived service roles.
4. Situation factors.
5. Predicted service.
Service quality
1. Service gap: Service gap is the distance between a customers expectation of a service and
perception of the service quality delivered.
2. Knowledge gap: Knowledge gap is the difference between what consumers expect of a
service and what management perceives the consumers to expect.
3. Standards gap: Standard gap is the difference between what management perceives
consumers to expect and the quality specifications set for service delivery.
4. Delivery gap: Delivery gap is the difference between the quality standards set for service
delivery and the actual quality of service delivery.
Customer expectations
5. Communications gap: Communications gap is the difference between the actual quality of
service delivered and the quality of service described in the firms external communications.
Mgt. perception of customer expectations
Knowledge gap
Standard gap
Service
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Customer perception of service
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Delivery gap
gap
Communication gap
Customer retention
Customer retention refers to focusing the firms marketing efforts toward the existing customer
base. It is the process to build up the long term relationship with customer.
1. Maintain the proper perspective: (need to know customer need and wants)
2. Remember customers between calls: (providing card in any occasion likeanniversary day, happy friendship day, happy New Year, PHOELA BOISHAK,
etc.
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3. Build trusting relationships: It can be done by--a) Protecting confidential information.
b) Refraining from making disparaging remarks about other customers
and competitors.
c) Telling the customer the truth, even when it hurts.
d) Being dependable, courteous, and considerate with customers
e) Becoming activity involved in community affairs.
4. Monitor the service delivery process.
5. be there when you are needed most.
6. Provide discretionary effort.
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