WHAT IS A SERVICE?

A service is any act of performance that one party

can offer another that is essentially intangible and does
not result in the ownership of anything; its production
may or may not be tied to a physical product.

SERVICE SECTORS
• Business
• Government
• Retail
• Manufacturing
• Private non-profit
 SERVICE CATEGORIES OF
DISTINCTIONS SERVICE MIX
• Equipment-based Pure tangible good
or people-based
• Service processes Good w/ accompanying services
• Client’s presence
Hybrid
required or not
• Personal needs or
Service w/ accompanying goods
business needs
• Objectives and Pure service
ownership
PHYSICAL EVIDENCE DISTINCTIVE
AND PRESENTATION CHARACTERISTICS
Place
OF SERVICES
Intangibility
People

Equipment Inseparability
Symbols
Variability
Price
Communication material Perishability
HOW TO INCREASE
QUALITY CONTROL
• Invest in good hiring and
training procedures
• Standardize the
service-performance process
• Monitor customer
satisfaction
SOLUTIONS TO
CUSTOMER FAILURES
• Redesign processes and
redefine customer roles to
simplify service encounters
• Incorporate the right
technology to aid employees
and customers
• Create high-performance
customers by enhancing their
role clarity, motivation, and
ability
• Encourage customer
citizenship where customers
help customers
FIGURE 13.5 THREE TYPES OF
MARKETING IN SERVICE INDUSTRIES
 FACTORS LEADING TO CUSTOMER
SWITCHING BEHAVIOR

• Pricing
• Inconvenience
• Core Service Failure
• Service Encounter Failures
• Response to Service Failure
• Competition
• Ethical Problems
• Involuntary Switching
DETERMINANTS OF DEVELOPING BRAND
SERVICE QUALITY STRATEGIES
FOR SERVICES
Reliability
Choosing
Responsiveness Brand Elements
Assurance
Establishing Image
Empathy Dimensions
Tangibles
Devising Branding
Strategy