This document discusses the three Ps of service marketing - People, Process, and Physical Evidence. It provides examples of how the three Ps are implemented at Southwest Airlines, Mid-City Hospital Pvt. Ltd., and Coles Departmental Store. Specifically, it describes the types of employees hired, the service processes in place, and the physical environments presented at each organization. The three Ps framework is used to analyze key aspects of service delivery and customer experience across different service sector examples.

1. People, Process and Physical
evidence (3P’s) of service
marketing.
Presented by :
Junesh Acharya

2. Outlines
• Introduction
• 3P’s interaction model in marketing.
• 3P’s in Southwest Airlines.
• 3P’s in Mid-City Hospital Pvt .Ltd
.
• 3P’s in Coles Departmental Store.
• Conclusion.

3. “…in service marketing there are five central factors
influencing much marketing strategy,
including: intangibility, inseparability, variability, perishability
and right of ownership….” - Philip Kotler.

4. Advocate
Loyal
Repeated
New Customer

5. our every SECOND focus on
customers.

6. People
What is
The
3P’s of
service
3P’s are:
marketing
Physical
Process
evidence

7. PEOPLE
 All human actors who plays a part in service delivery and thus
influence the buyers perceptions
 Namely the firms personnel, the customer and other customer
in the service department
 They are the one who provides cues to the customer regarding
the nature of the service

8. PHYSICAL EVIDENCE
• The environment in which the service is assembled
and delivered
• Combined with tangible commodities that facilities
performance or communication of service
• Physical evidence includes all tangible
representations of service such as
• Brochures
• Letterhead
• Business cards
• Report formats
• Physical facilities

9. PROCESS
• The actual procedures, mechanisms and flow of
the activities by which the service is delivered
• Service delivery and
• Operating system
• Service process are complex and time
consuming

10. With 3P’s marketing factor, service
firms now confront new a challenge:
• How do these factors to be integrated?
• And then to satisfy customers in service?
• Meanwhile what do these factors suggest for
management in service marketing?

11. 3P’s Interaction Model in Service
Marketing
System: According to Mr. Dhurba Lal Pandey ; “It is the inter-
related relationship between various factors or variables”
Here, we can conclude that the process is a course of action
between customer and people, who is basic root that contacts
customers. The process includes five sectors i.e. in short
ABCDE. These 5 sectors reflect precisely the process of service
and psychological variety of
customers.

12. Process includes :
A = Attraction
B = Benefit Customer
People C = Close
D = Decision
E = Eternity
Physical
evidence
Support
function
Top
management
Figure : 3P’s model on service

13. Southwest Airlines
Introduction
Southwest Airlines is an American low-cost airline based in Dallas, Texas .
Southwest Airlines as of June 5, 2011 is the largest airline in the United States based
upon domestic passengers carried. The company mission statement is” We always try
to do the right thing ! “ and It has 37,000 employees.
Orange –Blue color Plane Mustard brown color Plane

14. Southwest Airlines
People
•Groupism at work Process
•High sense of Humor
•Low price
•Fun with themselves including
•No seat arrangement
crew member
•Only specialized service
•Customer Satisfaction
•Standardization
•Only high attitude and
technical skill manpower are
hired
Physical Evidence
•Orange and Mustard Brown
color
•Casual dress up in summer
•No meal during flight
•Easy accessible to seats
Fig: 3 P’s of Service marketing mix

15. Mid-City Hospital Pvt .Ltd
Introduction:
It is one of the finest hospital in kausaltar ,Bhaktapur. It is known for its
quality service and cheap price. It has good reputation in the eye of
customer and is popular in town.
Hospital Building with Ambulance Review of operation theater

16. Mid-City Hospital Pvt .Ltd
People
•Mutual co-operation Process
•Highly skilled technical employee •Low fare
•Fixed percentage of discount to all
•Customer satisfaction
•Break-fast for morning shift
•Casual dress up workers
•Reduced form of hierarchy •Shift wise working arrangement
•Reserved holidays for certain •Timely deposit of salary
ethnic groups •Attached pharmaceutical shop in
•Friendly relation to all hospital.
Physical Evidence
•Facility of all laboratory
service inside the hospital
•The use of latest technology in
surgical and General medicine
•Free Wi-Fi
Fig: 3 P’s of Service marketing mix

17. Coles Departmental Store
Introduction:
Coles Departmental store is one of the
popular departmental store in Australia.
It has different branches around
Australia.
Outlook of Coles Departmental store

18. Coles Departmental Store
People •Process
•Heirs full time and part time •Sell varieties of brand
workers •Sell their own product in
•Full time workers enjoy the name of Coles
medical leave and get paid •Customer satisfaction
during public holidays •Help old person in finding
goods in stores
Physical Evidence
•Blue dress to all staffs
•Use blue color as trade
mark
•Use blue and red color
for packaging
Fig: 3 P’s of Service marketing mix

19. Conclusion
• People are important key.
• Process makes benefit both supplier and
customer.
• Physical evidence supports functions.
• Further more research is always needed.

20. References
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House,
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• 1981: 47-51.
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• Journal of Marketing, 1995,(April): 71-82.
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• www.Google.com (for searching)
• YJI Hsu College of Management, Tianjin Normal University, Tianjin 300387, China
• Wikipedia