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SERVICE
SECTOR MANAGEMENT
KEY ELEMENTS OF SERVICES
             MARKETING
   Seven P`s of Services Marketing    Positioning

    I. Product                         Market Segmentation

    II. Pricing                        Balancing of Demand and

    III. Place                          Capacity

    IV. Promotion                      Branding of Services

    V. People

    VI. Physical evidence

    VII.Process
KEY ELEMENTS OF SERVICES
             MARKETING
   Seven P`s of Services Marketing    Positioning

    I. Product                         Market Segmentation

    II. Pricing                        Balancing of Demand and

    III. Place                          Capacity

    IV. Promotion                      Branding of Services

    V. People

    VI. Physical evidence

    VII.Process
PHYSICAL EVIDENCE

 As services are intangible, customers are in the search

  for any tangible cues to help them understand the

  nature of the service experience.

 Physical evidence refers to the environment in which the

  service is assembled and in which the seller and

  customer interact, combined with tangible commodities

  that facilitate service delivery
PHYSICAL EVIDENCE

 According to Dowll & Gamble ‘Physical Evidence’

   Environments imply purpose and action

   They contain meaning and motivational messages

   They employ aesthetic, social & systematic qualities

   They provide more information than what can be actually
     possessed

   The environment has a definite impact on senses in more
     than one way
PHYSICAL EVIDENCE




          SERVICESCAPE                                TANGIBLE



Physical evidence consist of servicescape combined with the tangible elements
PHYSICAL EVIDENCE




SERVICESCAPE                   TANGIBLE
PHYSICAL EVIDENCE -
               Servicescape
 Due to the simultaneous production and consumption of

  most services, the physical facility i.e. its servicescape

  can play an important role in the service experience

 SERVICESCAPE includes:

  I.   Ambient conditions

  II. Space & Function

  III. Signs, Symbols & artifacts
PHYSICAL EVIDENCE -
               Servicescape
I. Ambient conditions

   Temperature

   Quality of air

   Sound (noise factor)

   Music

        Studies on music and consumer behaviour have demonstrated

         that music can be used as an effective tool to minimize the

         negative consequences of waiting in any service operation
PHYSICAL EVIDENCE -
               Servicescape
I. Ambient conditions

   Fragrance

        Scents can be a powerful tool in increasing sales, they have

         gained much more attention in the retail business.

   Color

        It is one of the obvious visual cues in a servicescape

        Different colors stimulate varying personal moods and

         emotions
PHYSICAL EVIDENCE -
                  Servicescape
II.   Space & Function

       Spatial layout refers to the size and shape of furnishings,

         counters, and potential machinery and equipment and the

         ways in which they are arranged

       Functionality refers to the ability of those items to

         facilitate the performance of service transactions
PHYSICAL EVIDENCE -
                  Servicescape
II.   Space & Function

       Example: Recognizable changes in ceiling heights affect

         spatial perception more than a similar change in room

         width or length.

       High ceilings convey feelings of spaciousness, whereas low

         ceilings are associated with coziness and intimacy
PHYSICAL EVIDENCE -
                   Servicescape
II.   Space & Function (includes)

       Layout design (arrangement of support services)

       Equipment (customer friendly)

       Décor

       Furnishing

       Facilities exterior (landscape, exterior design, signage,

         parking, surrounding environment)
PHYSICAL EVIDENCE -
              Servicescape
III. Signs, symbols & artifacts

     Rules & regulations, caution signs, directions

     Explain the process educate and train the customer

     Certifications
PHYSICAL EVIDENCE




SERVICESCAPE                   TANGIBLE
PHYSICAL EVIDENCE - Tangibles

 Tangibles

     The physical evidence of service includes all the tangible

      representations of service

     Brochures, Uniform, Letterhead, Business cards, Reports,

      Internet presence, Equipment etc
PHYSICAL EVIDENCE

 Two types of behavior take place in a Physical Evidence:

  i.   APPROACH BEHAVIOR

        It means you explore, commit, affiliate and carry out

          the plan

  ii. AVOIDANCE BEHAVIOR
PHYSICAL EVIDENCE

 Role of Physical Evidence in Service Marketing

   Shaping 1st Impression

   Facilitating the Quality of Service

   Socialization (Helps to initiate communication)

   Means of Differentiation

   Managing Trust (dentist)

   Change the Image (BOB)

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Ssm lecture 8

  • 2. KEY ELEMENTS OF SERVICES MARKETING  Seven P`s of Services Marketing  Positioning I. Product  Market Segmentation II. Pricing  Balancing of Demand and III. Place Capacity IV. Promotion  Branding of Services V. People VI. Physical evidence VII.Process
  • 3. KEY ELEMENTS OF SERVICES MARKETING  Seven P`s of Services Marketing  Positioning I. Product  Market Segmentation II. Pricing  Balancing of Demand and III. Place Capacity IV. Promotion  Branding of Services V. People VI. Physical evidence VII.Process
  • 4. PHYSICAL EVIDENCE  As services are intangible, customers are in the search for any tangible cues to help them understand the nature of the service experience.  Physical evidence refers to the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate service delivery
  • 5. PHYSICAL EVIDENCE  According to Dowll & Gamble ‘Physical Evidence’  Environments imply purpose and action  They contain meaning and motivational messages  They employ aesthetic, social & systematic qualities  They provide more information than what can be actually possessed  The environment has a definite impact on senses in more than one way
  • 6. PHYSICAL EVIDENCE SERVICESCAPE TANGIBLE Physical evidence consist of servicescape combined with the tangible elements
  • 8. PHYSICAL EVIDENCE - Servicescape  Due to the simultaneous production and consumption of most services, the physical facility i.e. its servicescape can play an important role in the service experience  SERVICESCAPE includes: I. Ambient conditions II. Space & Function III. Signs, Symbols & artifacts
  • 9. PHYSICAL EVIDENCE - Servicescape I. Ambient conditions  Temperature  Quality of air  Sound (noise factor)  Music  Studies on music and consumer behaviour have demonstrated that music can be used as an effective tool to minimize the negative consequences of waiting in any service operation
  • 10. PHYSICAL EVIDENCE - Servicescape I. Ambient conditions  Fragrance  Scents can be a powerful tool in increasing sales, they have gained much more attention in the retail business.  Color  It is one of the obvious visual cues in a servicescape  Different colors stimulate varying personal moods and emotions
  • 11. PHYSICAL EVIDENCE - Servicescape II. Space & Function  Spatial layout refers to the size and shape of furnishings, counters, and potential machinery and equipment and the ways in which they are arranged  Functionality refers to the ability of those items to facilitate the performance of service transactions
  • 12. PHYSICAL EVIDENCE - Servicescape II. Space & Function  Example: Recognizable changes in ceiling heights affect spatial perception more than a similar change in room width or length.  High ceilings convey feelings of spaciousness, whereas low ceilings are associated with coziness and intimacy
  • 13. PHYSICAL EVIDENCE - Servicescape II. Space & Function (includes)  Layout design (arrangement of support services)  Equipment (customer friendly)  Décor  Furnishing  Facilities exterior (landscape, exterior design, signage, parking, surrounding environment)
  • 14. PHYSICAL EVIDENCE - Servicescape III. Signs, symbols & artifacts  Rules & regulations, caution signs, directions  Explain the process educate and train the customer  Certifications
  • 16. PHYSICAL EVIDENCE - Tangibles  Tangibles  The physical evidence of service includes all the tangible representations of service  Brochures, Uniform, Letterhead, Business cards, Reports, Internet presence, Equipment etc
  • 17. PHYSICAL EVIDENCE  Two types of behavior take place in a Physical Evidence: i. APPROACH BEHAVIOR  It means you explore, commit, affiliate and carry out the plan ii. AVOIDANCE BEHAVIOR
  • 18. PHYSICAL EVIDENCE  Role of Physical Evidence in Service Marketing  Shaping 1st Impression  Facilitating the Quality of Service  Socialization (Helps to initiate communication)  Means of Differentiation  Managing Trust (dentist)  Change the Image (BOB)