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CHAPTER 20 Service Marketing
CHAPTER 20 Service Marketing
MARKETING OF SERVICES
• Innovations in services
• Intangibility
• Inseparability
• Presence of other consumers
• Variability
• Perishability
Marketing Management by Arun Kumar and N Meenakshi
© Vikas Publishing House Pvt. Ltd. 2006
MANAGING SERVICES
• Managing service quality
Companies rated higher on service quality
perform better in terms of market share growth
Big gap exists between the expectations of
the customers and the level of the service they
get Real barriers while matching expected
and perceived service levels of customers