reasons for the growth of service sector in India?

role of service sector in India

the characteristics of service and explain the challenges for service marketers?
differences between perception of service quality and customer satisfaction.
Explain the gaps arises in services marketing with illustrations.
Design a blue print for hospitality service.
What are the various customers oriented pricing methods in service marketing?
the different promotional tools, which are effective for, services marketing?
Design a segmentation, targeting and positioning strategy for health care service
Difference perception of service quality
In many cases, there is no difference between these two terms. They are often used
interchangeably. However, some scholars argue that there is truly a difference between the two.

The perception of service quality is a measure of how well a service that is received matches up to the
expectation that the customer had prior to receiving the service. Customer satisfaction is the degree to
which the customer is happy with the service received.

These are clearly very similar concepts. However, some scholars differentiate between the two. Some
scholars argue that customer satisfaction is more of a long-term concept while perception of service
quality varies from one transaction to the next. That is, a person can feel that they have gotten poor
service from a firm on a recent transaction and therefore give the firm a low score on perception of
quality yet, at the same time, the person can be fairly satisfied with the firm because of the quality of
previous transactions.

Researchers have found that there is a strong correlation between these two things. That is, people
who have a perception that the services they have received have been of high quality are very likely to
have high levels of customer satisfaction as well. Therefore, the difference between these two things
appears to be more important to academics than to actual customers.

Explain the gaps arises in services marketing with illustrations.

Gap 1: between consumer expectation and management
perception[edit]
This gap arises when the management does not correctly perceive what the customers want. For
instance, hospital administrators may think patients want better food, but patients may be more
concerned with the responsiveness of the nurse. Key factors leading to this gap are:
 Insufficient marketing research
 Poorly interpreted information about the audience's expectations
 Research not focused on demand quality
 Too many layers between the front line personnel and the top level management
Gap 2: between management perception and service quality
specification[edit]
Although the management might correctly perceive what the customer wants, they may not set an
appropriate performance standard. An example would be when hospital administrators instruct
nurses to respond to a request ‘fast’, but may not specify ‘how fast’. Gap 2 may occur due to the
following reasons:

 Insufficient planning procedures

 Lack of management commitment
 Unclear or ambiguous service design
 Unsystematic new service development process
Gap 3: between service quality specification and service delivery[edit]
This gap may arise through service personnel being poorly trained, incapable or unwilling to meet
the set service standard. The possible major reasons for this gap are:

 Deficiencies in human resource policies such as ineffective recruitment, role ambiguity, role
conflict, improper evaluation and compensation system
 Ineffective internal marketing
 Failure to match demand and supply
 Lack of proper customer education and training
Gap 4: between service delivery and external communication[edit]
Consumer expectations are highly influenced by statements made by company representatives and
advertisements. The gap arises when these assumed expectations are not fulfilled at the time of
delivery of the service. For example, the hospital printed on the brochure may have clean and
furnished rooms, but in reality it may be poorly maintained, in which case the patients' expectations
are not met. The discrepancy between actual service and the promised one may occur due to the
following reasons:

 Over-promising in external communication campaign

 Failure to manage customer expectations
 Failure to perform according to specifications
Gap 5: between expected service and experienced service[edit]
This gap arises when the consumer misinterprets the service quality. For example, a physician may
keep visiting the patient to show and ensure care, but the patient may interpret this as an indication
that something is really wrong.