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Table Of Contents

Philip kotler suggests 4 categories
1.8 Characteristics of Services and its Marketing Implications
Intangibility
Inseparability
Perishability
CONTRIBUTION OF SERVICE INDUSTRY TO INDIAN ECONOMY AND WORLD ECONOMY
WORLD SCENARIO
INDIAN SCENARIO
UNDERSTANDING THE CONSUMER
1 KNOWLEDGE OF THE BUYER
CONSUMER DECISION MAKING
Input Variables:-
Decision Variables:-
Output Variables:-
Factors Influencing The Buying Behaviour
TEN SUCH QUALITIES WHICH INFLUENCE THE CONSUMER’S EVALUATION OF
THE SERVICE ENCOUNTERS (“MOMENT OF TRUTH.”)
MOMENTS OF TRUTH
ENCOUNTER CASCADE
TYPES OF ENCOUNTERS
Remote Encounter:-
EXAMPLE:-
Phone Encounters:-
Face-to –Face Encounters:-
SERVICE FAILURES AND RECOVERY
THE RECOVERY PARADOX
HOW CUSTOMERS RESPOND TO SERVICE FALIURE
EIGHT COMPONENTS OF INTEGRATED SERVICE MANAGEMENT
The Marketing Mix (THE 5 P’s OF SERVICES MARKETING)
PRODUCT MIX Introduction
Levels of product:
In a Bank these can be
Product Decisions
BRANDING:
Branding of Services and its Importance
Advantages of branding services
PRICE MIX Introduction:
Guidelines for service pricing:
Approaches to pricing services:
1) Cost-based pricing:
Problems in cost-based pricing services:
2) Competition-based pricing:
Problems in competition-based pricing:
3) Demand-based pricing:
Problems in demand-based pricing:
THE PLACE MIX INTRODUCTION
Capacity Planning
Capacity Scheduling
PROMOTION MIX
INTRODUCTION:
COMPONENTS OF THE PROMOTION MIX: 1) Advertising:
2) Publicity/public relations:
3) Personal selling:
4) Sales promotion:
5) Word-of-mouth promotion:
6) Telemarketing:
PROMOTION OBJECTIVES
TARGET AUDIENCE
PLANNING THE PROMOTION MIX
CONSUMER PROMOTION IN SERVICE MARKETING
GUIDELINES FOR SELLING SERVICES
PEOPLE MIX INTRODUCTION
EMPLOYEE SATISFACTION, CUSTOMER SATISFACTION, AND PROFITS
HUMAN RESOURCE STRATEGIES:
1) Hire the right people:
a) Compete for the best people:
b) Hire for service competencies and service inclination:
c) Be the preferred employer:
2) Develop people to deliver service quality:
a)Train for technical and interactive skills:
b) Empower employees:
c) Promote teamwork:
3) Provide need support systems:
a) Measure internal service quality:
b) Provide supportive technology and equipment:
c) Develop service-oriented internal processes:
4) Retain the best people:
a) Include employees in the company vision:
b) Treat employees as customers:
c) Measure and reward strong service performers:
6.6.5 IMPORTANCE OF EMPOWERING PEOPLE IN SERVICES
Example
PHYSICAL EVIDENCE MIX THE EVIDENCE OF SERVICE
PHYSICAL EVIDENCE
MANAGING SERVICE QUALITY
PERCEIVED SERVICE QUALITY
ZONE OF TOLERANCE
QUALITY GAPS
GAP 1 :
GAP 2 :
GAP 3 :
GAP 4 :
GAP 5
BENCHMARKING OF SERVICES
Internal Benchmarking:
Competitive Benchmarking:
Functional or Generic Benchmarking:
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17342649-Service-Sector-Management-Theory-wwwmanagementsourceblogspotcom

17342649-Service-Sector-Management-Theory-wwwmanagementsourceblogspotcom

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Published by: neoturner11 on Nov 21, 2010
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02/17/2012

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