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Services Management

In: Business and Management

Submitted By kumardhruv2003
Words 357
Pages 2
SUMMARY
Services marketing is a sub field of marketing and refers to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services. The problem in service marketing is always found in the people, because it is the people who peraform any service. The thing that matters in service marketing is you always create value for your customers, if you try to capture the customers profit, it might be possible that customers may not buy your product. What matters is that one should create value from the cost he is incurring. In times of bad situation focus on value rather than on cost.
There are four sources of value:
1) Product
2) Facility
3) Organization and expertise
4) Reputation and image
It is very important to know your customers in order to know on what basis to differentiate otherwise you will end up differentiating on price only which can be disastrous for a manufacturer of product or service.
What is a strategy: It means defining the customer in order to make a difference to them and vice a versa. Service Scope: It is the circumstances that are prevailing when the services are delivered. It can help hindering the value of the service. The more intangible the service is the more the value of service scope is.
Customer satisfaction is the sum total of customers service encounters.
It is very important for a manufacturer to manage expectations so that it doesn’t lead to dissatisfactions.
There are four types of gap
1) Knowing Gap
2) Planning Gap
3) Doing Gap
4) Promise Gap
Classification of services
1) Automated Service: Eg ATM Card machine, chocolate vending machine which requires no interaction of human being.
2) Low end service:...

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