Service Marketing with Dr. Gopal Thapa, Tribhuvan University

Service Marketing with Dr. Gopal Thapa. Meaning, nature and types of services

1. Meaning and Nature of
Service
Dr. Gopal Thapa
TribhuvanUniversity

2. Services
Services are deeds, processes, and performances
provided or coproduced by one entity or person
for another entity or person.
It includes all economic activities whose output is
not a physical product or construction, is generally
consumed at a time it is produced, and provides
added value in forms (such as convenience,
amusement, timeliness, comfort, or health) that are
essentially intangibleconcerns of its first
purchaser.
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3. Services
Services are “activities, benefits, or satisfactions
which are offered for sale, or provided in
connection with the sale of goods”.
American Marketing Association
any 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”.
Philip Kotler
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4. Services
Services industries and companies
Services as products
Customer service
Derived service
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5. Service Industries and Companies
The service sector whose core product is service.
They sell services as their core offering
E.g. Hotel, education, transportation, bank,
insurance, health etc.
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6. Services as Product
Service products are sold by service companies
and by non-service companies such as
manufacturers and technology companies
It represent a wide range of intangible product
offerings that customer value and pay for in the
marketplace.
E.g.: Consultancy service, transportation service,
gift wrapping service, training to pet animals etc.
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7. Customer Service
It is the service provided in support of a
company’s core products.
Companies typically do not charge for customer
service.
Customer service can occur on-site or it can occur
over the phone or via the Internet.
Quality customer service is essential to building
customer relationships.
E.g. Free home delivery, installation, councelling
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8. Derived Service
All products and physical goods are valued for
services they provide.
Steve Vargoand Bob Lusch
Value derived from physical goods is really the
service provided by the goods, not the goods itself.
E.g.
Bike-transportation
TV-entertainment
Razor-barbering services
Sofa -comfort
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9. Tangibility Spectrum
Intangibility is the key determinant of service
It is also true that very few products are purely
tangible or intangible
Services tends to be more intangible.
Manufactured products tends to be more tangible.
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10. Tangibility Spectrum
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11. Nature of Services
Intangible
Inseparable
Perishable
Variable
Indivisible
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12. Types of Services
Personal services or business services
Labourbased or equipment based services
For-profit or not-for-profit services
Absence or presence -of -customer services
Public/private/cooperative/community services
Pure service or support service
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13. Any Queries?
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14. Thank you !
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