service marketing characteristics

iii. Since the company is already dominating in the market place, the expansion in the size of the market benefits the company enormously. Therefore, this differentiation is inadequate. With no attention paid to customer satisfaction, they ended up selling seats at cut-throat prices with poor margins. Because of which there is a downwards trend in most of the industries in the world and slowing down the Read more…, Elon musk the brains behind the Space X and CEO & chief architect of Tesla Inc is on his way to India. Very rapid geographic area expansion – The wider the geographic cov­erage, better is the recruitment potential for the student popula­tion. Importance 10. Today’s world service sector is growing faster than any other sector.

Reliance Industries Ltd through the division of Reliance Infocom has invested well over Rs. Berryman and Parasuraman contend that quality is the only real way to market services because "the performance is the product." Service marketing helps in acquiring more customers and motivating them to try these economic services. Thus, new entrants unashamedly offer the same type of service as that offered by the successful competitor. These facts have led marketers to conclude that they can use additional variables to communicate with and satisfy their customers. It managed to introduce WLL mobile telephony in 17 telecommu­nication circles covering 22 states and 673 cities in India at the same time. A private clinic will advertise its offering to local customers, which is an example of B2B service marketing. Intangibility.

TOS4. In fact, the growth of the service sector has long been considered as indicative of a country’s economic progress. A service is consumed at the point of sale itself. In other cases, the contact person plays what appears to be a relatively small part in service delivery like a courier delivery boy. Faster brand equity development – The wide geographic coverage has enabled the company to have rapid growth in the brand equity. When Bharat Sanchar Nigam Ltd wanted to follow this strategy, it reduced the deposit amount required for a new telephone.

They are able to offer this service at a great advantage as they bring all their resources into the success of this single area of surgical medicine.

The country has undergone a tremendous change in the last few decades, with services gaining greater importance as regards the national economy and employment scenario. The particular advantages of franchising have been: i.

Services add value to the goods. Some of such service providers also have recognition by the required authorities. Hence, with services, a clear distinction cannot be made between marketing and operations management.

Service is integral part of human life in modern day.

Assume and share a number of business risks with the marketer. Hence, this created a need for separate marketing models and concepts which will also concentrate on the service sector needs. 3. Use of Customer’s Labour to Achieve Cost Reduction, 4. A service however, can be experienced. Today, television sets, washing machines, motor cars, or VCD players made by different manufacturers are quite similar, and have similar features. There are plenty of suppliers in the home as well as international markets for variety of quality products with varying prices.

A bad haircut could not be returned or can not be resold to another customer. A number of unaccredited business schools have been successful in India. These services may be labour services, personal services, professional services or institutional services such as offered by transport, banking, insurance, warehousing, advertising and such other services organisations. Its production may or may not be tied to a physical product. There­fore, it will resort to some of these strategies: The company tries to follow the model used by the domi­nant competitor or competitors. Fundamentally pure services can only be defined using process descriptions rather than tangible descriptions of outcomes.

The basic characteristics of physical goods and service goods did not match with each other at any level. As a service marketer, there are a few things to consider if you want to make your business thrive. Customer as the Only Centre of Attention: 3. In addition, the number beds in the hospital are also limited, thereby putting additional pres­sure to release them quickly to free the beds. In larger cities as many as five to eight franchisees could operate simultaneously without cutting into each other’s territories.

While in the traditional diagrams the orders flow downwards, in the modern view, the bottom up approach places the customer on the top of the order. One is the ‘products segment’ and the other one is the ‘services segment’. The number of individual customers in this category may be very less. In order to please the customer, if the receptionist grants the leeway, the management may penalize the employee for loss of revenue.

Production processes thus benefited from computer controls, automation, robotics, etc., which led to large gains in productivity and reduction of manual labour. Consumption leads to value generation, as the customer’s overt or latent needs are satisfied. The difference is caused by factors such as the mood of the doctor, the fatigue level of the doctor, the way the service is perceived by the individual patient etc. Tourism, hotels and motels are growing in numbers every year. The consumers who buy these products are the general public and the industries. Thus, the need of these marketing managers gave development to the extension of the marketing mix to match up to their needs.

3. It provides automatic guarantee of a standardized quality service irrespective of the location. For most services, people are a vital element of the marketing mix. The industrial services market has been growing very fast. The focus was internal. This difference was not allowing the old marketing concepts and models to match up with the changing needs of the service sectors. Traditionally service includes a person who provides service and a customer who receives it, and there is an interaction between the two during the process. This has created a competitive environment amongst the players in the services sector. Till recently many organisations selling products and services were product and sales oriented. This is primarily due to the increasing importance and share of the service sector in the economies of most developed and developing countries. However, for the services sector, the marketing concept was not recognised earlier due to following reasons not warranting the needs of marketing efforts: i. The new entrants have invariably followed the same strategies for selection, training, and placement to imitate success of the more illustrious and recognized business schools. QUALITY MEASUREMENT 8. Some basic questions that come up in this context are – Can the same service that is now provided by a human be delivered through automation? This is the very essence of the fast food restaurant business. This ensures continued patronage of specialized clientele that is usually prepared to pay a premium price for the level of expertise. Marketing activities have to be initiated in the areas of innovations, quality improvement and customer relationships management, services after sales, so as to promote the business. In the opinion of the ground staff or airhostess, the new uniform provided by the airline may be too immodest and unbecoming of their personality. Core goods providers provide a significant service component as part of their businesses.

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