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  • Service Marketing Notes

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    Isaiah Jacob Carolino
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    The document discusses the 7 Ps of services marketing. It focuses on the "People" P, explaining that employees who create and deliver the service are critical to a service organization's success. It describes the concept of internal marketing, where an organization must care for and treat their employees well, as the employees are key to providing good customer service. It also discusses the internal market, referring to an organization's employees, and how successful marketing starts with satisfying employees before reaching customers.

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    The document discusses the 7 Ps of services marketing. It focuses on the "People" P, explaining that employees who create and deliver the service are critical to a service organization's success. It describes the concept of internal marketing, where an organization must care for and treat their employees well, as the employees are key to providing good customer service. It also discusses the internal market, referring to an organization's employees, and how successful marketing starts with satisfying employees before reaching customers.

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    © All Rights Reserved
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    16 views4 pages

    Service Marketing Notes

    Uploaded by

    Isaiah Jacob Carolino
    The document discusses the 7 Ps of services marketing. It focuses on the "People" P, explaining that employees who create and deliver the service are critical to a service organization's success. It describes the concept of internal marketing, where an organization must care for and treat their employees well, as the employees are key to providing good customer service. It also discusses the internal market, referring to an organization's employees, and how successful marketing starts with satisfying employees before reaching customers.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 4

    THE 7 PS OF SERVICES MARKETING

    4 P’s

    Product Price Place Promotion Process Physical Environment People

    7 P’s

    PEOPLE

    - People who create and deliver the service are critical


    for the success of the service organization.

    -That is why service organizations have a special focus on


    the people who provide the service. This is related to the
    concept of internal marketing. 

    INTERNAL MARKETING refers to how an organization must care for and treat their employees, since the employees are the key
    to providing the best service to its customers.

    Organizations must treat their employees like valued customers.

    INTERNAL MARKET refers to the employees of the organization. Successful marketing strategies start with the satisfaction of
    employees before reaching out to the customers.

    Physical Evidence
    Process -

    Demand and Capacity Need to be Balanced

    THE THREE-STAGE MODEL OF SERVICE CONSUMPTION


    Service consumption can be divided into three main stages.

    They are the ff:

    1. Prepurchase,

    2. Service Encounter

    3. Post-encounter Stages

    A. Pre-Purchase Stage

    I. Awareness of Need

    a. Subconscious mind b. Physical Conditions c. External Sources

    II. Information Search

    -Customer commonly tries the following factor when in need of satisfaction

    a. Fanciness b. Newly established c. Promotion d. Availability


    III. Evaluation of Alternatives

    Multi-attribute model

    IV. Customer Expectation

    Desired Service

    Adequate Service

    Predicted Service

    V. Purchase Decision

    - Most of the customer are satisfied to what is just available.

    (Can’t even assess the Price and Quality of a product/service)

    - If a customer already has a supplier, he/she will not probably consider any other better
    supplier.

    - Tradeoffs

    B. SERVICE ENCOUNTER STAGE

    - SERVICE TOUCH POINTS (should be managed well)

    - HIGH / LOW CONTACT SERVICE MODEL

    -SERVUCTION MODEL
    -SERVUCTION MODEL

    – Combination of Service and Production

    - It is how customer interact with the following:


    a. Service Environment
    b. Service Employees
    c. other customers who are present during the service encounter

    - Each type of interaction can create value (pleasant environment, friendly and competent
    employees or other customer who are interesting to observe)

    The Servuction system.

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