Introduction of Marketing of Services.

1. Marketing of services Unit.1 Introduction to service Marketing-Understanding Service, The Nature of Service Marketing, Classification of Service. Made by:- Miss Kiran soni

13. Further, Service firms did not pay due attention to service quality Earlier. However, today they emphasize on service quality by assuring the customer of their commitment to address Instances of less than perfect service quality. The assurance of best quality service by firms is in the form of guarantees or refund of money compensation in the event that the customer is dissatisfied. For ex Domino’s Pizza promises that it will offer its pizza free if it is not delivered at the customers doorstep’s with in 30 minutes of the order being placed. Made by:- Miss Kiran soni

20. COMPANY CUSTOMER FRONT-LINE EMPLOYEES The service marketing Triangles External marketing Internal marketing Interactive Marketing (i) (ii) (iii) Made by:- Miss Kiran soni

21. The service marketing triangle Consist of three components of the service delivery process, namely the company, the front-line employees & the customers. In the service marketing triangles , the company, front lines employees & the customer make up three corners of the triangles. (i) Company & customer External marketing) The company communicates information about its products & service to the external customers by means of marketing communication mix comprising advertisement, sales promotion, personal selling, direct marketing & public relations. Made by:- Miss Kiran soni

22. ( ii) Company – front line ( Internal marketing). The interaction between the company & the front-lines employees constitute internal marketing by means of which the company enables its employees to deliver quality service to customer. The internal marketing process makes use of tools such as newsletters, video shows etc. (iii) Front-Lines Employees & Customer (Interactive Marketing) this is the most important one that finally determines customer retention by service firms by interactive marketing All three-internal, external & Interactive marketing-play an important role in service marketing neglecting any of these will result in the failure of a service organization in achieving its marketing goals. Made by:- Miss Kiran soni

29. THANKS Made by:- Miss Kiran soni