Services Marketing

The service sector

The services sector has been growing at a rate of 8% per annum in recent years More than half of our GDP is accounted for from the services sector This sector dominates with the best jobs, best talent and best incomes

There are no such thing as service industries.There are only industries whose service components are greater or less than those of other industries. Everybody is in service.
-Theodore Levitt-

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

Difference between physical goods and services

Physical goods Services

tangible
homogeneous Production and distribution are separated from consumption

intangible
heterogeneous Production, distribution and consumption are simultaneous processes

A thing
Core value processed in factory Customers do not participate in the production process

An activity or process
Core value produced in the buyer-seller interaction Customers participate in production

Can be kept in stock Transfer of ownership

Cannot be kept in stock No transfer of ownership

Most products have a service component

They could be Equipment based People based varying skill levels

Services could meet

Personal needs haircuts, tution, massage parlours Business needs courier services, office cleaning services, delivering fresh flowers

Characteristics of services

Intangibility Inseparability Perishability Variability

The three additional Ps of Service Marketing

People Physical evidence Process

Qualities of services

Search qualities Experience qualities Credence qualities

Differentiation in services

Offering Faster and better delivery Image

Managing Service quality

Gap between management perceptions and consumer expectations Gap between management perceptions and service quality specifications Gap between service quality specifications and service delivery Gap between service delivery and external communication Gap between expected service and perceived service

Determinants of service quality

Reliability delivering on promises Responsiveness willing to help Assurance inspiring trust and confidence Empathy individualising customers Tangibles- physical representation

Moments of truth

It is the customer service encounter Every positive or negative experience of the consumer would have fall-out on the overall service experience

In services, the last experience remains uppermost in your mind. Therefore, it is not enough to be good, you have to be consistently good

Services Monitoring

Continuous auditing of competitor service levels versus own company Importance - performance analysis

Importance Performance Analysis

I M P O R T A C E

Concentrate here

Keep up the good work

Low priority

Possible overkill

PERFORMANCE

Service quality is directly proportional to employee satisfaction

When customers visit a service establishment

Their satisfaction will be influenced by Encounters with service personnel Appearance and features of service facilities exterior and interior Interactions with self service equipment Characteristics and behaviour of other customers

Customer Service Expectations

Desired Service the wished for service Adequate Service the service that would be acceptable

Zone of Tolerance

Difference between the desired service and the adequate service

Service Encounter Themes

Recovery Adaptability Spontaneity Coping

Recovery

Dont Ignore customer Blame customer Leave customer to fend for himself Downgrade Act as if nothing is wrong pass the buck

Do Acknowledge problem Explain causes Apologise Compensate/upgrade Lay out options Take responsibility

Adaptability

Dont Promise and fail to keep them Show unwillingness to try Embarrass the customer Laugh at the customer Avoid responsibility

Do Recognise the seriousness Acknowledge Anticipate Accommodate Adjust Explain rules/policies

Spontaneity

Dont Exhibit impatience Yell/laugh/swear Steal from customers Discriminate Ignore

Do Take time Be attentive Anticipate needs Listen Provide information Show empathy

Coping

Dont Take customers dissatisfaction personally Let customers dissatisfaction affect others

Do

Listen Try to accommodate Explain Let go of the customer

Types of complainers

Passives Voicers Irates Activists

Customer complaints

It pays to resolve customer complaints On an average only 5 % dissatisfied customers complain. Others simply go over to the competitor A satisfied consumer speaks to an average of 3 people on his her experience A dissatisfied consumer gripes to on an average 11 persons about his/her unpleasant experience

Companies that pay importance to resolving customer complaints

Pay attention to quality and training of manpower recruited Have clear benchmarks on service quality and communicate to employees Take remedial steps to improve customer satisfaction and prevent repeats of customer dissatisfaction Have a data base on customer complaints that is periodically analysed and policies adjusted

Satisfied employees will produce satisfied customers

Morale Motivation Mood

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