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 A Service is any act or performance one party can offer

to another that is essentially intangible
 It does not result in the ownership of anything
 Its production may or may not be tied to a physical
product
  
|overnment Sector
courts
hospitals
loan agencies
military services
police and fire departments
postal services
school and colleges
 
 mrivate nonprofit sector
museum
churches
charities
foundations
 Business sector
airlines
hotels
insurance companies
real state
 
 In 2009 the share of service sector in the | m of
India was 52%
1. Advancement in technology
2. Increase in per capita income
3. A trend towards outsourcing
4. Increasing growth in retailing due to increase in the
propensity of the customer
  
 mure tangible good
 Tangible goods with accompanying services
 Hybrid services
 Major services with minor goods
 mure service
 
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 unlike physical products services cannot be
seen,tested,felt,heared or smelled before they bought
 EXAMm
E
1. a person getting plastic surgery cannot see the
result before the purchase
2. A person who goes to a bank to deposit money in
bank cannot know in advance how much time he will
spend in bank


 Services are produced and consumed simultaneously
 Services cannot be separated from its providers
unlike physical goods are manufactured , put into
inventory , distributed through multiple resellers and
consumed later
 EXAMm
E
A Barber cannot give haircut without being present
 service Ȃclient interaction is the special feature of
service marketing
 

 Several strategy exist for getting around the limitation
of inseparability
1. The service provider should learn to work with large
group
2. The service provider should work faster
3. The service organization can train more service
providers and build up client confidence


 ÿuality of service depends who provides them ,when
and where , and to whom , services are highly variable
 EXAMm
E
1. Some doctors have excellent bedside manner others
are less emphatic
2. Some doctors are good in performing some type of
surgical operation others are not
 meople are vary aware of this variability and often talk
to other people before selecting a service provider
 

 Steps that a service organization can take to increase
quality control to mitigate variability-
1. Organization can invest in good hiring and training
procedure
2. Standardize the service Ȃperformance process
through out the organization
3. monitor customer satisfaction each time after
rendering service
 

 EXAMm
E
1. |eneral electric send out 700000 response card a
year asking households to rate its service
performance
2. Citibank checks continuously on measures of ART
(accuracy , responsiveness & timeliness)


 Service cannot be stored for later use
 merishability of services can be a problem if demand
fluctuate
 EXAMm
E
mublic transportation companies can own much more
vehicles because of rush demand hour
 

 Several strategy can produce a better match between
demand & supply in a service organization
 Ê

 
 -
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will shift some demand from
peak to off peak period
 

can be cultivated
  

 can provide alternative to

waiting customers
4. 

are a way to manage the
demand level
 

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 understand what customer really want through
continuous learning about the expectation and
perception of customer
 consumer of service value not only the outcome of the
service but also the experience he takes by becoming
part of it

 The service firm keep it into account that service
provided to the customer at convenient location at
convenient time with little waiting period in availing
the service


 The service organization must be able to deliver
promised service each time the customer decide to
avail of it

 Service company must deliver basic and do what they
are supposed to do-
1. Keep promises
2. Keep customer informed
3. eliver value to the customer
 
 Service company must make special effort to be fair
For this what a service firm can do
1. The service firm should describe the service clearly
& accurately
2. The organization should provide physical evidence
to the customer which will ensure that they will be
provide a good service
 These things will ensure the credibility of customer
in firm

 
 Marketers should conduct research with employees
to reveal why service problem occur what organization
can do to resolve the problem
§


 
 Service company should try to demonstrate their
service quality through presentation
 EXAMm
E
a hotel can develop a look and a style of dealing with
customers that shows its intended customer-value
proposition its cleanliness , speed or some other
benefit

  
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