Marketing of Services:

Services are classified on the

•basis
Degreeof:
of involvement of the
customer:
•People Processing

•Possession Processing

•Mental Stimulus Processing

•Information Processing
Services classification (Cont.):
Degree of tangibility:
Highly Tangible

Service Linked to tangible goods

Tangible goods linked to services

Highly Intangible
Pure service)
 Services classification
(Cont.):
Classification on the basis of skills
& Expertise:
Professional services

Non-professional services
Services classification (Cont.):
assification on the basis of business
rientation:
•Non profit Organization.
•Commercial Organization.
assification on the basis of End-use
•Consumer Services.
•B2B/Industrial Services.
 Characteristics of
Services:

Intangibility

Perishability

Inseparability

Heterogeneity/Variability
Developing marketing
strategies for services:
Product (Offering).
Pricing.
Promotion.
Place (Distribution).
People.
Process.
Physical Evidence.
Managing Service
Differentiation:
Offer.

Delivery.

Image of
organization.
Service gaps:
Gap between customer expectation
& management perception
Gap between management
perception & service quality
specification
Gap between service quality
specification & service delivery
Gap between service delivery &
external communication
Gap between perceived service &
Determinants of service
quality (SERVQUAL):
Reliability.

Responsiveness.

Assurance.

Empathy.

Tangibles.
Managing Service Quality :
Strategic Concept.

Commitment of Top
Management.

High Standards.

Monitoring Systems.

Satisfying Customer
Complaints.