Marketing models for Service companies that will help optimize brand and lead generation.

1. Service
Marketing
Models
Dr. Som Singh

2. Correlation of models in
Service Marketing

3. The
GAP
Model
Promoted
Expecta9on
Service
Quality
Management’s
Perceived
Customer
Expecta9on
Causes of Gaps
G4
G1
Marketing
G2
G3
Real
Expecta9on
Design
Conformance
Service
Design
Spec.
Service
Delivered
Communication
Inflated
Expecta9on
Service
Provider’s
Assessment
Service
Received
Customer’s
Assessment

4. The
Integrated
Service
Marke9ng
Model
Marke(ng
implementa(on
Level
of
Informa(on
Marke9ng
Implementa9on
Idea
genera(on
Ini(al
market
research
Market
informa-on
Service
expecta(ons
Strategic
service
defini(on
Ini(al
service
communica(on
Buying
decision
Service
produc(on
Integra(on
into
the
service
produc(on
process
ACer
sales
support
quality
percep(on/
(dis-­‐)
sa(sfac(on
Marke9ng
process
of
service
companies
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)

5. The
Integrated
Service
Marke9ng
Model
Marke9ng
Implementa9on
- Information management plays a crucial role in service marketing
- Information is not only gathered during initial market research but
also during the whole service (marketing) process
- Also, information can be spread not only during the initial
communication phase but also (and especially) during the service
production process
- Important to ensure an effective information flow within the
company

6. The
Integrated
Service
Marke9ng
Model
Marke(ng
implementa(on
Level
of
Informa(on
Informa-on
gathering
Idea
genera(on
Ini(al
market
research
Market
informa-on
Service
expecta(ons
Strategic
service
defini(on
Ini(al
service
communica(on
Buying
decision
Service
produc(on
Integra(on
into
the
service
produc(on
process
ACer
sales
support
quality
percep(on/
(dis-­‐)
sa(sfac(on
Marke9ng
process
of
service
companies
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)

7. The
Integrated
Service
Marke9ng
Model
Marke(ng
implementa(on
Level
of
Informa(on
Informa-on
gathering
Idea
genera(on
Ini(al
market
research
Market
informa-on
Service
expecta(ons
Strategic
service
defini(on
Ini(al
service
communica(on
Buying
decision
Service
produc(on
Integra(on
into
the
service
produc(on
process
ACer
sales
support
quality
percep(on/
(dis-­‐)
sa(sfac(on
Marke9ng
process
of
service
companies
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)

8. The
Integrated
Service
Marke9ng
Model
Marke(ng
implementa(on
Level
of
Informa(on
Informa-on
transfer
Idea
genera(on
Ini(al
market
research
Market
informa-on
Service
expecta(ons
Strategic
service
defini(on
Ini(al
service
communica(on
Buying
decision
Service
produc(on
Integra(on
into
the
service
produc(on
process
ACer
sales
support
quality
percep(on/
(dis-­‐)
sa(sfac(on
Marke9ng
process
of
service
companies
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)

9. The
Integrated
Service
Marke9ng
Model
Marke(ng
implementa(on
Level
of
Informa(on
Internal
informa-on
processing
Idea
genera(on
Ini(al
market
research
Market
informa-on
Service
expecta(ons
Strategic
service
defini(on
Ini(al
service
communica(on
Buying
decision
Service
produc(on
Integra(on
into
the
service
produc(on
process
ACer
sales
support
quality
percep(on/
(dis-­‐)
sa(sfac(on
Marke9ng
process
of
service
companies
Buying
process
of
the
customer
(to
be
influenced
by
the
service
firm)

10. Conclusion
- Coordination of all marketing instruments
- Achievement of marketing goals:
- Service marketing will offer several opportunities to balance
customer expectations with customer perceptions
- Customer satisfaction (service quality) is a main factor that will
impact customer retention
- Continuous and constant service quality accompanied by
continuous, constant, and balanced communication efforts
lead to the development of a strong brand image
- Coordination of Service Marketing with Product Management and
other internal functions is crucial.

11.
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us
support
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marke(ng
requirements?
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