1. Service Marketing
Diana Oommachan

2. Topics
1. Creating, delivering, performing a service
2. Basic, articulated, exciting attributes

3. Key steps in service planning and creating
1. Statement of objectives
2. Detailed market and
competitive analysis & swot analysis
Resource allocation analysis
 From this, we get marketing opportunities & marketing
assets statements

4.  Marketing opportunities
 Can the organisation afford to allocate the physical facilities,
equipment, IT, etc. needed to market existing service products
 Marketing assets statements contains
 Existing customer portfolio
 Knowledge of market
 competitors-product line, reputation of brand, marketing
implementation skills , positioning strategies

5. 3. Creating a service marketing concept- to clarify the
benefits offered to customers and the cost they will incur
in return
Parallel step is to establish service operations concept-
stipulates the nature of process involved, how and when
various types of operating assets should be deployed
4. Planning task then moves to service delivery process

6. Service Delivery
 Delivery of a service involves six factors
 Accountable service provider and his service suppliers(eg:
people)
 Equipment used to provide the service(eg: vehicle, cash
register, computer systems)
 Physical facilities(eg: buildings, parking, waiting rooms)
 Requesting service consumer
 Other customers at the service delivery location
 Customer contact

7. Attributes
 Characteristic that provide form and function to the
service
 Are traced from business outcomes
 Which attribute to include is a design challenge

8. Basic Attributes
 Attributes of service expected or taken for granted
 Not fulfilling these will cause perceptions of utility loss
 Fulfilling results in utility gain but only until the neutral
zone after which there is no gain
 Basic attributes are simple components to a product
 Eg: Steering wheel in a vehicle. The vehicle is no good if it
is not able to be steered

9. Articulated Attributes
 Results in perceptions of utility gain when fulfilled and
utility loss when not fulfilled
 Customers think that these are desirable but not most
 It is on these customers discriminate between companies
 Poor performance lead to customer dissatisfaction, good
performance lead to satisfaction
 Price a customer is willing to pay for a product is closely
tied to performance attributes
 Higher the performance attribute, higher the customer
will be willing to pay for the product

10. Exciting Attributes
 Delight and surprise customers
 Delivery of these will develop strong loyalty of the
customers
 Results in perceptions of utility gain and when not fulfilled
do not cause perceptions of utility loss