Introduction to service marketing

Standardisation needs to be fully communicated to customers — existing and potential — to be fully effective.

Services cannot be stored, saved, returned or resold once they have been used. Environmental simulis are normally considered as three broad categories including: Perishable Perishable — in that once it has occurred it cannot be repeated in exactly the same way.

For example, an engineer may service your air-conditioning, but you do not own the service, the engineer or his equipment. Arousal—non-arousal refers to the emotional state that reflects the degree to which consumers and employees feel excited and stimulated.

You cannot see it. In a service environment, approach behaviours might be characterised by a desire to explore an unfamiliar environment, remain in the service environment, interact with the environment and with other persons in the environment and a willingness to perform tasks within that environment.

This is most defining feature of a service and that which primarily differentiates it from a product. A service tends to be an experience that is consumed at the point where it is purchased and cannot be owned since it quickly perishes.

Evaluation difficulties may arise because the consumer lacks the requisite knowledge or technical expertise to make a realistic evaluation or, alternatively because the cost of information-acquisition is prohibitive or outweighs the value of the information available.

It is an applied model, specifically developed to inform the analysis of service environments, and was influenced by both stimulus-response theory and environmental psychology. Consumers rely on prior experience, direct product inspection and other information search activities to locate information that assists in the evaluation process.

Whereas, car travellers who have been involved in a traffic accident often walk away with minor injuries, the same cannot be said for airline travellers.

Over-crowding and lengthy waiting lines potentially erode the customer experience and place stresses on employees and the service system. These actions send a signal to patrons that it is closing time.

Consumers are constantly weighing up uncertainty and consequences to reach subjective evaluations of the overall risk attached to various purchase decisions.

Introduction to Services Marketing

Services are intangible and do not have a physical existence. Types of Services Core Services: Purchase from a known or trusted brand: It is also used at airport check-in counters where different lines form for economy class passengers and business class passengers. Share capacity — it may be possible to share capacity with other businesses e.

Services Marketing - Definition and Characteristics

So this is simple in relation to a tangible product because you might look at size or colour for example. Outside of the main brands you might expect a less homogeneous experience.

Another attribute is that services have to be close to the person consuming them i. Use reservations systems to manage demand — yield management or dynamic pricing which uses a combination of segment-by-segment demand forecasting alongside subtle price adjustments requires sophisticated software programs to analyse demand e.

Consumers expect the same level of service and would not anticipate any huge deviation in their experience. Services that are rendered as a corollary to the sale of a tangible product.

Deposits, installments and exit fees are all options that can be considered. Services Marketing - Definition and Characteristics Services Marketing - Definition and Characteristics Introduction The world economy nowadays is increasingly characterized as a service economy.

Experience quality is easier to assess. Obviously, some level of arousal is necessary as a motivation to buy.Introduction. The world economy nowadays is increasingly characterized as a service economy.

This is primarily due to the increasing importance and share of the service sector in the economies of most developed and developing countries. Introduction & Nature of Services Marketing: This is the No. 1 of a Series of Articles on Services Marketing to be taught to MBA students in Indian Business Schools.5/5(16).

An Introduction to Services Marketing Athens University of Economics and Business Paulina Papastathopoulou, Ph.D. Lecturer in Marketing Department of Marketing and Communications 2 Defining services Views of service practitioners.

Services marketing

Introduction to Marketing: Definition and Applications marketing's central focus is the end user of a business' product or service.

Marketing's Introduction to Marketing: Definition and. Introduction to Services Marketing. Services Marketing What is services marketing? Western economies have seen deterioration in their traditional manufacturing industries, and a growth in their service economies.

Therefore the marketing mix has seen extended and adapted to create the services marketing mix, also known as the 7P’s or the. An Introduction to Services Marketing Athens University of Economics and Business.

2 Defining services Service quality depends highly on what happens in real time, i.e., during the service encounter.

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Introduction to service marketing
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