1-1

MSM 509: SERVICES

MARKETING
Dr S SENA
SENIOR LECTURER
BUSINESS STUDIES
 1-3

Part 1
FOUNDATIONS FOR
SERVICES MARKETING
 Introduction to 1-4

Services
What are services?
Why services marketing?
Characteristics of Services
Compared to Goods
Services Marketing Mix
Staying Focused on the Customer
 What is Service? The 1-5

Old View
 Service is a technical after-sale function
that is provided by the service
department.

Old:
Old view of service =
Customer Service Service =
wrench time
What is Service? The 1-6

New View
 Service includes every interaction between any
customer and anyone representing the company,
including:

Customer
Service Can Mean all of 1-7

These Preparing Executives

Service as a product for Global Success
(MSM)
Customer service

Services as value
addition for goods
Service embedded in
a tangible product
 Then What is Service 1-8

Marketing
 An activity or benefit that one
party can offer to another that
is essentially intangible and
does not result in the ownership
of anything.
 Its production may or may not

be tied to a physical product

 Examples of Service 1-9

Industries
Health Care
hospital, medical practice,
dentistry, eye care
Professional Services
accounting, legal, architectural
Financial Services
banking, investment advising,
insurance
Hospitality 1-10

restaurant, hotel/motel, bed &

breakfast
ski resort, rafting
Travel
airline, travel agency, theme park
Others
hair styling, pest control,
plumbing, lawn maintenance,
counseling services, health club,
interior design
 Why Services Matter
1-11

Service leads to customer

retention and loyalty
Service leads to profits
Services help manufacturing
companies differentiate
themselves
Comparing Goods and 1-12

Services
GOODS SERVICES RESULTING
IMPLICATIONS
Tangible Intangible Services cannot be
inventoried
Services cannot be
displayed,
communicated
Standardised Heterogeneous Each time 1-13

experience
differs Service
quality
depends on
many
uncontrollable
factors
Production Simultaneous Customer
1-14

separate from production and participate in

Consumption consumption and effect the
transaction
Mass
production is
difficult
Non- Perishable Services
perishable cannot be
returned,
Right of No ownership resold or
ownership stored Cannot
be owned
Why do firms focus on 1-15

Services?
Services can provide higher profit
margins and growth potential
than products
Customer satisfaction and loyalty
are driven by service excellence
Services can be used as a
differentiation strategy in competitive
markets
Characteristics of Services 1-16

Compared to Goods

Intangibility Heterogenei
ty

Simultaneous
Production Perishability
and
Consumption
 Implications of 1-17

Intangibility
Services cannot be inventoried
Services cannot be easily patented
Services cannot be readily displayed
or communicated
Pricing is difficult
 Implications of 1-18

Heterogeneity
Service delivery and customer
satisfaction depend on employee and
customer actions
Service quality depends on many
uncontrollable factors
There is no sure knowledge that the
service delivered matches what was
planned and promoted
Implications of Simultaneous 1-19

Production and Consumption

Customers participate in and affect
the transaction
Customers affect each other
Employees affect the service
outcome
Decentralization may be essential
Mass production is difficult
 Implications of 1-20

Perishability
It is difficult to synchronize supply
and demand with services
Services cannot be returned or
resold
 Traditional Marketing 1-21

Mix
All elements within the control of the
firm that communicate the firm’s
capabilities and image to customers
or that influence customer
satisfaction with the firm’s product
and services:
 1-22

 Product
 Price
 Place
 Promotion
 Expanded Mix for 1-23

Services – The 7 Ps
Product
Price
Place
Promotion
People-
 All human actors who play a part in
service delivery and thus influence the
buyer’s perceptions: namely, the firm’s
personnel, the customer, and other
customers in the service environment.
 1-24

Physical Evidence-
 The environment in which the service is
delivered and where the firm and
customer interact, and any tangible
components that facilitate performance or
communication of the service.
Process-
 The actual procedures, mechanisms, and
flow of activities by which the service is
delivered—the service delivery and
operating systems.
 Challenges in Service 1-25

Marketing
Giving a feel for the “product”
Managing Demand Fluctuations
Maintaining Quality
Cost Containment
Attitudinal block in using proven
marketing principles in service
marketing
Defining and improving quality
1-26

Ensuring the delivery of consistent

quality
Designing and testing new services
Communicating and maintaining a
consistent image
Motivating and sustaining employee
commitment
 1-27

Coordinating marketing, operations,

and human resource efforts
Setting prices
Finding a balance between
standardization versus customization