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GLOBAL MARKETING

Services marketing revolves around the performance of intangible acts that do not result in ownership. Key categories include tangible goods with services and pure services. Services are characterized by intangibility, inseparability, variability, and perishability. To stand out in a competitive landscape, companies should focus on unparalleled service quality, utilizing a model based on consumer perceptions and expectations. This involves identifying five significant service quality gaps, including those between expectations and delivery, and prioritizing customer focus and commitment to high standards in service management.

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GLOBAL MARKETING

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  1. GLOBAL MARKETING Services Marketing

  2. What is Service? • Any act of performance 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.

  3. Categories of Service Mix • Pure tangible good • Tangible good with accompanying services • Hybrid • Major service with accompanying minor goods and services • Pure service

  4. Characteristics of Services • Intangibility • Inseparability • Variability • Perishability

  5. Service Differentiation • Provide unparalleled service to set your firm apart from competitors • Five dimensions of service quality:

  6. Service Quality Model Personal needs Past experience Word-of-mouth communications Expected service GAP 5 Perceived service Consumer Marketer External communications to consumers GAP 4 Service delivery GAP 3 GAP 1 Translation of perceptions into service quality specifications GAP 2 Management of perceptions of consumer expectations

  7. Service Quality Gaps • Gap 1 Gap between consumer expectation and management perception. • Gap 2 Gap between management perception and service-quality specification.

  8. Gap 3 Gap between service-quality specifications and service delivery. • Gap 4 Gap between service delivery and external communications.

  9. Gap 5 Gap between perceived service and expected service.

  10. Managing Service Quality • Be customer focused • Be committed to service quality • Maintain highest service quality standards • Audit service performance • Satisfy customer complaints • Satisfy employees

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