Services Marketing

   What is services?

        It is the part of the product or the full product for which the
      customer is willing to see value and pay for it.

  

   What is a service?

•         It is intangible.
•        It does not result in ownership.
•         It may or may not be attached with a physical product.
•     An activity or process.

       Characteristics of services

•       Intangibility.
•       Inseparability.
•       Perish ability.
•       Variability.
•       Differentiation in services.
•       Offering.
•       Faster and better delivery.
•       Image.

    
Managing Service Productivity

•       Giving quality service is an expensive business.
•       Not every consumer is willing to pay extra for service quality.
•       Service providers would have to find their optimum service quality/cost ratios.
•       Can technology substitute part of the labour content?
•       Can customers substitute part of the labour content?
•       Making services obsolete by product innovations.

Customer Service Expectations

•         Desired Service – the ‘wished for’ service.
•      Adequate Service – the service that would be acceptable.

Customer Service Expectations

•       Desired Service – the ‘wished for’ service.
•       Adequate Service – the service that would be acceptable.