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Service Marketing A Comprehensive Overview

This presentation provides an overview of service marketing, highlighting the unique characteristics of services such as intangibility, perishability, heterogeneity, and inseparability. It discusses challenges in managing customer expectations, service quality, and retention, as well as the importance of customer experience and branding in the service industry. Additionally, it outlines pricing strategies and emerging trends like the experience economy, personalization, and the use of AI in service delivery.

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selvarajseelanakanpatti
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19 views8 pages

Service Marketing A Comprehensive Overview

This presentation provides an overview of service marketing, highlighting the unique characteristics of services such as intangibility, perishability, heterogeneity, and inseparability. It discusses challenges in managing customer expectations, service quality, and retention, as well as the importance of customer experience and branding in the service industry. Additionally, it outlines pricing strategies and emerging trends like the experience economy, personalization, and the use of AI in service delivery.

Uploaded by

selvarajseelanakanpatti
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Service Marketing:

A Comprehensive
Overview
This presentation explores the key aspects of service marketing,
from understanding the unique characteristics of services to
navigating the challenges and trends that shape this dynamic field.

by Selvi
Characteristics of Services
Services are intangible, meaning they cannot be touched or physically examined. They are also perishable, as they cannot be stored or
saved for later use. Heterogeneity is another key characteristic, as the quality of a service can vary depending on the provider and the
customer.

1 Intangibility 2 Perishability
Services are intangible, meaning they cannot be touched or Services cannot be stored or saved for later use.
physically examined.

3 Heterogeneity 4 Inseparability
The quality of a service can vary depending on the provider Services are often produced and consumed simultaneously,
and the customer. meaning the provider and the customer are involved in the
service delivery process.
Challenges in Service Marketing
One challenge is managing customer expectations, ensuring that the service delivered meets or exceeds customer
needs. Managing service quality is crucial, consistently delivering high-quality experiences across all interactions.
Customer retention can also be a challenge, especially in competitive markets.

Managing Customer Expectations


Managing Service Quality Customer Retention

Meeting or exceeding customer Consistency in service delivery Retaining customers requires


needs requires careful across all interactions is crucial for building strong relationships and
communication and service design. a positive customer experience. creating memorable experiences.
The Service Marketing Mix
The service marketing mix is a set of tools that marketers use to
create and deliver value to customers in the service industry.
These tools are often referred to as the 7Ps of marketing, which
include product, price, place, promotion, people, process, and
physical evidence.
Product Price Place Promotion

People Process Physical


Evidence
Importance of Customer Experience
Customer experience plays a vital role in service marketing, as it directly impacts customer satisfaction, loyalty, and word-of-mouth
marketing. It encompasses all aspects of the customer journey, from initial interactions to post-service feedback. By creating a positive
customer experience, businesses can build strong brand loyalty and drive revenue growth.

Customer Satisfaction Customer Loyalty Word-of-Mouth Marketing


Positive customer experience leads to Satisfied customers are more likely to Positive customer experiences can
increased satisfaction. return and recommend the service. generate positive word-of-mouth
marketing.
Branding in Service Industries
Branding is crucial for service businesses, as it helps differentiate them from competitors, build trust and loyalty among
customers, and create a distinct brand image. A strong brand identity can help attract new customers, retain existing ones,
and command a premium price for services.

Brand Recognition Customer Trust Customer Loyalty Premium Pricing


A strong brand makes it Branding builds trust and Brand loyalty leads to repeat A strong brand allows
easier for customers to confidence in the service business and word-of-mouth businesses to command a
identify and remember the provider. marketing. premium price for services.
service.
Pricing Strategies for Services
Pricing strategies for services can vary depending on the type of service, the target market, and the competitive
landscape. Common strategies include value-based pricing, cost-plus pricing, and competitive pricing. Businesses
need to choose a pricing strategy that aligns with their business goals and maximizes profitability.

Value-Based Pricing Cost-Plus Pricing Competitive Pricing


Focuses on the perceived value Calculates the cost of providing Sets prices based on the prices
of the service to customers. the service and adds a markup. charged by competitors.
Trends and Future of Service Marketing
The service industry is constantly evolving, driven by advancements in technology,
changing consumer expectations, and a growing focus on sustainability. Key trends
include the rise of the experience economy, the importance of personalization, and the
adoption of artificial intelligence (AI) in service delivery. Service marketing will need to
adapt to these trends to remain competitive and deliver value to customers.

1 Experience Economy
Customers are seeking unique and memorable experiences, emphasizing
the service beyond the product itself.

2 Personalization
Customization and personalized service are becoming increasingly
important, catering to individual customer needs.

3 AI in Service Delivery
AI is transforming service delivery, automating tasks, improving
efficiency, and enhancing customer experience.

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