3. Services
Service is any act or performance that
one party can offer to another that is
essentially intangible and does not result
in any ownership of anything. Its
production may or may not be tied to
physical products.
Defense, postal, hospitality, education,
airlines, law firms, entertainment etc.
5. ‘p’s of Service Marketing
1. People : selection, training & motivation
of employees can make a huge
difference in customer satisfaction.
2. Process : Here service companies such
different formats as cafeteria-style, fast-
food, buffet & candlelight.
3. Physical evidence : Actual experience
of services.
6. Qualities of services
1. Search qualities: The buyer can evaluate
before purchase.
2. Experience qualities: The buyer can
evaluate after purchase.
3. Credence qualities: The buyer normally
finds hard to evaluate even after
consumption.
7. Difference between service
and product marketing
The majority of differences in how to market
services and products are attributed to four
unique characteristics:
Intangibility
Inseparability
Heterogeneity
Perish ability
8. Measurement aspects in
service marketing
There are two processes of measuring
service marketing :
1. Objective process : this method includes
two processes
A. Primary process
B. Secondary process
2. Subjective process : SERVQUAL method
is used in this process to measure service
quality.
9. SERVQUAL
SERVQUAL is an marketing aspect means
service 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 of
bridging the gap between the perception
and expectation of customers.
10. Dimension of RATER model
1. Reliability
2. Assurance
3. Tangibility
4. Empathy
5. Responsiveness
RATER model identifies and bridges the gap
between the perception and expectation
which are as follows:
11. 1. Management gap
It deals with the expected services by
customers and management perception of
consumer expectation.
2. Quality specification gap
This gap identifies the difference between the
management perception and actual
specification of customer experience.
3. Service delivery gap
Identifies difference between customer driven
service design and standards and service
delivery.
12. 4. Market communication gap
Found out the difference between the
delivery of the customer experience and
what is to be communicated customer.
5. Perceived service quality gap
Identifies the customer perception of
experience and customer perception of
expectation.
13. Uses of SERVQUAL
We can evaluate service quality from the
customer’s perspective.
We can track customer’s expectations and
perceptions.
We can compare a set of servqual scores
against those of competitors.
We can compare the expectations and
perceptions of different customer groups.
We can assess the expectations and
perceptions of internal customers.
