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Role of Information technology in Service marketing

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Technology has played an important role in this rise of the service sector in developed countries, contributing to improve productivity. The new main role for technology is a source for innovation since technology is enabling and facilitating innovation in services firms.Role of Information technology in Service marketing is a presentation based on the importance of IT in service marketing and service sector.

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Role of Information technology in Service marketing

  1. 1. Role Of Information Technology In Service Sector
  2. 2. Role of IT. • Information Technology (IT) revolution takes places everywhere. Organisations implementing IT are able to provide better services and thereby able to improve their businesses manifold. • In earlier days IT has enormously been used in manufacturing sector regarding product designing and development, product modification etc. Now-a-days the importance of IT has been strongly felt and applied in the services sector.
  3. 3. Role of information technology in today’s business world and in marketing management in improved productivity and major cost saving.  Better customer relationship management.  Helped to solve major problems related to customer services like customer loyalty and customer satisfaction
  4. 4. Easy accessibility of service • Internet based companies find that internet makes offer of new services possible. • Eg: The “connected car” will allow people to access all kinds of services while on the road. Cars are equipped with map and routing software which direct drivers to specific locations. Accessing the Web via cell phones is possible nowadays. Thus, technology is a vehicle for delivering existing services in more useful ways.
  5. 5. New ways to deliver service • In addition to providing new service offerings, technology has introduced new ways of delivering service. • technology facilitates basic customer service functions like bill paying, checking accounts records, tracking orders, seeking information, etc.
  6. 6. Close link with customers: • Financial service companies achieve a close link with their customers by employing the latest technology. • Computers are linked into clients’ information systems. • Eg: Companies engaged in goods distribution install order terminals, inventory control terminals of other equipment at their customers’ premises.
  7. 7. Higher level of service: • Technology enables both customers and employees to be more effective in receiving and providing service respectively. • Self-service technologies enable customers to serve access to their accounts, check balances, apply for a loan, transfer money among various accounts. • Computer information system allows banks and insurance companies to furnish data to their customers without delay. • By having immediate access to information about their service offerings, the employees are able to serve their customers well. • Technology provides tremendous support in making the employees more efficient in delivering service.
  8. 8. Global reach of service: • Infusion of technology in service industry offers enormous scope for reaching out to customers around the globe. • The internet is just one big service which knows no boundaries. • The service provider can reach any customer who has access to the web. • Technology allows employees of international companies to share information. • Technology-based service can be extended to the customers living around the globe.
  9. 9. Cost rationalization: • Customer expectations are high because of the excellent service they receive from some companies. • They expect high quality of service at reasonable cost. • Just as in the manufacturing sector, technology can be used in the service industries. • It can replace less skilled people working in frontline service jobs. • This substitution reduces the costs of services. • For example, automatic car wash and automatic cash dispenser are desired by the customers for their promptness in work. • Websites providing answers to specific disease, drug and treatment details are another standing example for cost rationalization.

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