SERVICE SECTOR

MANAGEMENT
INTRODUCTION
 The concept of leisure, and the freedom to choose individual
pastimes and leisure pursuits, is a 20th century development for
the mass population. Historically, only the wealthy could divide up
their time to engage in activities of their choosing. The working
classes had neither the time nor the money to enjoy leisure
activities on a broad scale. The development of leisure is seen
predominantly in westernized cultures, where it has become
increasingly sophisticated.
 Over the years, as working hours have shrunk, people found that
they had more free time on their hands to spend on leisurely
activities. Sitting home with a book could only go so far, and thus
an entire industry sprung up to make money on those who wanted
“something to do.” This is the leisure industry, which actually
spans numerous types of industries.
 Leisure industry fields include: restaurants, amusement parks,
theaters, hotels, gaming places, venues for musical groups or
lectures, and sporting arenas. Also one might include spas, gyms,
and areas where one can conduct sports, like golfing or boating as
part of the leisure industry. Anything that is made to be enjoyed,
and is made to occupy one’s leisure hours is essentially part of the
CHARACTERISTICS

 Intangibility

 Perishability

 Inseparability

 Heterogeneity

 Ownership
 Simultaneity

 Quality Measurement

 Nature of Demand
SERVICE MARKETING
TRIANGLE
Leisure Services are offered by
4 types of Providers
 Public sector
 Commercial Providers
 Voluntary provision in the non-
public sector
 National Agencies
EMERGENCE OF MULTIPLEX IN
INDIA

 INOX LEISURE
 CHALLENGES IN MULTIPLEX
INDUSTRY
 
Service Encounter
Encounter cascade in a Multiplex.

Entry in the multiplex (Ticket counter

Receptionist)

  At Security Checking (Ticket Checking)

At Food and Beverage counter

 
At Inside the screen hall

At disembarkation arena
Types of Encounters:
 
 Remote encounter

 Phone encounter

 Face to face encounter

Service Failure
Service failure can occur in 3 ways:
Service delivery failures :
 For e.g.:When there is an error in services of the
multiplex like slow crowd moving during the end of
show and so its takes a long time to move forward.
 For e.g.: Many multiplexes don’t encourage advance
booking without credit cards ,in India not many people
use credit cards, which is a trouble to people who do
not have credit cards.
 For e.g.: Sometimes a particular multiplex has its
website down which implies a customer cant book his
or hers tickets in advance.
 
Failure to respond to customer needs :
 For e.g.: While going to an amusement park customer expects to
be provided with a food n beverages which is not very expensive
 For e.g.: Many a times a customer cannot locate his seat and
needs help from the service provider employees

Employee actions :
 For e.g.: Rude behavior of an employee with a customer or
ignoring the customer.
 For e.g.: Cheating the customer by charging unnecessary for
various reasons may result into service failure.
 
 
Customer Reactions

 Whena service failure takes place some

customers tend to avoid it while some
may complain regarding it.
 Different
customers give different
reactions to service failures.
 Studies suggest that 90 – 96 % of
dissatisfied customers never complain
whereas 63 % customers have the
tendency of spreading negative word of
mouth.
SERVICE MARKETING MIX
 Product
 Price
 Place
 Promotion
 People
 Process
 Physical Evidence
Conclusion