Service Marketing Suggestions :

1. What is a service? Define Service Marketing.

A service is an intangible product that involves a deed, performance, or effort that cannot be
physically owned. It is a process of providing value to customers through activities that do
not result in ownership. Services are often customer-centric and require interaction between
the service provider and the customer.

Service marketing is the marketing of intangible products. It involves designing, promoting,

delivering, and managing services to meet customer needs and expectations. It focuses on
understanding and managing the service experience, which encompasses all interactions
between the customer and the service provider, from initial contact to post-service follow-
up.

2. Describe service marketing sectors with examples.

The key service marketing sectors with examples are:

•Hospitality and Tourism : This sector focuses on providing experiences and

accommodations to customers, often blending service with leisure or business needs.
Marketing efforts emphasize comfort, convenience, customer satisfaction, and unique travel
experiences.
Examples: Hotels, airlines, cruise lines, travel agencies, tour operators.

•Healthcare Services : Healthcare services involve providing medical care, treatment, and
preventive services. Trust and credibility are critical in this sector, as the services directly
affect people's health and well-being.
Examples: Hospitals, clinics, medical practitioners, health insurance, wellness centers.

•Financial Services : Financial services provide products related to money management,

investment, and risk management. The marketing of these services often focuses on
security, trust, and financial well-being.
Examples: Banks, insurance companies, investment firms, credit card services.

•Education Services : Education services provide learning opportunities, ranging from

traditional academic degrees to professional training and online courses. The focus is on
delivering knowledge and skill development.
Examples: Schools, universities, online learning platforms, vocational training centers.
•Retail and E-commerce Services : Retail services provide customers with products for
purchase, either in physical stores or through digital platforms. Service elements include
customer support, delivery, returns, and user experience.
Examples: Online shopping platforms (Amazon, eBay), brick-and-mortar stores (Walmart,
Target), subscription services (Netflix, Spotify).

•Transportation and Logistics : This sector focuses on the movement of people and goods.
Service quality, punctuality, and convenience are the key elements that drive customer
choice.
Examples: Public transportation, delivery services, ride-hailing, freight logistics.

3. Characteristics of service marketing.

The key characteristics of service marketing are :

● Intangibility : Services cannot be touched, seen, tasted, heard, or smelled before

purchase. Customers rely on cues like reputation, branding, and testimonials to
evaluate.

● Inseparability : Production and consumption of services often happen simultaneously.

The service provider and customer interact directly, influencing the service
experience.

● Variability : Service quality can vary depending on who provides it, when, and where.
This makes consistency a challenge for service providers.

● Perishability : Services cannot be stored or inventoried. Unsold services are lost

opportunities, leading to capacity management challenges.

● Heterogeneity : Services are often customized to individual needs, leading to

variations in the service experience.

● Ownership : Customers do not own the service after purchase. They experience it, but
the underlying assets remain with the service provider.

● Customer Participation : Customers often play an active role in the service production
process, influencing the outcome.
4.Why service marketing is important?

Service marketing is vital for businesses to thrive in today's competitive landscape. It allows
organizations to differentiate themselves from competitors by highlighting unique service
offerings, exceptional customer experiences, and tailored solutions. Effective service
marketing fosters customer loyalty by delivering outstanding service experiences.
Ultimately, it helps businesses gain customer trust and foster long-lasting relationships,
ensuring their continued success in the market.

5.What are the types of Service Marketing?

The main types of service marketing are:

• Business-to-Consumer (B2C) Service Marketing :

This involves marketing services directly to individual consumers.

• Business-to-Business (B2B) Service Marketing :

This involves marketing services to other businesses.

• Internal Service Marketing :

This focuses on marketing within an organization to ensure that employees are engaged,
motivated, and aligned with the company's goals.

• Social Service Marketing :

This type of marketing is used by non-profit organizations to promote their causes and
services.

• Relationship Marketing :
This focuses on building long-term relationships and loyalty with customers by
understanding their needs, preferences, and behaviour.

• Referral Marketing :
This relies on word-of-mouth recommendations and referrals from satisfied customers to
acquire new customers.
6. Explain service marketing mix.

The Service Marketing Mix refers to the 7 key elements that businesses use to market and
manage services. These elements include:

● Product : The core service offering designed to satisfy customer needs, such as a
health check-up, consulting, or entertainment. It is intangible and often involves the
customer's active participation.

● Price : The cost customers pay for the service. Pricing strategies can vary, including
hourly rates, fixed pricing, or subscription models, depending on the service's value
and competition.

● Place : The delivery channels through which the service reaches the customer, such as
physical locations, online platforms, or mobile apps. The focus is on convenience and
accessibility.

● Promotion : The communication strategies used to inform and persuade customers,

including advertising, social media, sales promotions, and personal selling to create
awareness and demand.

● People : All individuals involved in the service delivery, including employees,

customers, and other stakeholders. Training and customer interaction are key to a
positive service experience.

● Process : The procedures, mechanisms, and flow of activities involved in delivering the
service. Efficient, consistent, and customer-friendly processes improve service quality
and satisfaction.

● Physical Evidence : Tangible elements that support the intangible service, such as the
physical environment (e.g., office design), brochures, uniforms, and online interfaces,
which help customers assess quality.
7.Describe GAPs model with diagram.

The GAPs Model of Service Quality is a framework used to understand and improve service
quality. It identifies five key gaps that can lead to customer dissatisfaction:

● Knowledge Gap : This gap arises when there is a mismatch between customer
expectations and management's perception of those expectations. Managers may not
accurately understand what customers truly desire.

● Standards Gap : This gap occurs when management's perception of customer

expectations doesn't align with the service standards they set. The standards may not
be adequate to meet customer needs.

● Delivery Gap : This gap emerges when service providers fail to deliver the service as
specified by the standards. This can be due to employee performance issues, lack of
resources, or poor training.

● Communication Gap : This gap arises when there's a discrepancy between the service
promised and the service actually delivered. Miscommunication or unrealistic promises
can lead to customer disappointment.

● Customer Gap : This is the overall gap between customer expectations and their
perceptions of the service received. It's the result of the other four gaps and directly
impacts customer satisfaction.

The diagram illustrates how these gaps interact and contribute to the overall customer
experience. By understanding and addressing these gaps, organizations can improve service
quality and enhance customer satisfaction.
8. What is customer expectation?

Customer expectations are the standards, desires, and anticipations that customers have
regarding the offerings and experiences provided by a business. These expectations are
shaped by past experiences, brand reputation, marketing communications, word-of-mouth,
cultural influences, and personal preferences. Meeting or exceeding these expectations is
crucial for customer satisfaction, loyalty, and positive word-of-mouth.

9. Why customer expectations are important?

Customer expectations are paramount for businesses as they directly impact customer
satisfaction, loyalty, and overall business success. Meeting or exceeding these expectations
can lead to positive word-of-mouth, increased sales, and a strong brand reputation.
Understanding and managing customer expectations is essential for businesses to remain
competitive and differentiate themselves in today's market. By aligning business strategies
with customer expectations, businesses can foster long-term relationships, reduce customer
churn, and drive innovation.

10. Types of customer expectations.

The main types of customer expectations:

● Explicit Expectations : These are the clearly stated expectations that customers have
about your product or service. They might express these through direct feedback,
reviews, or surveys.

● Implicit Expectations : These are the unspoken expectations that customers have
based on their past experiences, industry standards, and general societal norms. They
might not explicitly state them, but they still influence their satisfaction.

● Interpersonal Expectations : These relate to the interactions customers have with your
employees. Customers expect polite, knowledgeable, and helpful service from your
staff.

● Digital Expectations : In today's digital age, customers expect seamless and

convenient experiences across all digital channels. This includes your website, mobile
app, social media, and email communication.

● Dynamic Performance Expectations : These are evolving expectations as customer

needs and preferences change over time. Customers expect businesses to adapt and
innovate to meet these changing needs.
11. Define consumer decision making process.

The consumer decision-making process is a series of steps that consumers go through when
making a purchase decision. It involves recognizing a need, gathering information, evaluating
alternatives, making a purchase, and evaluating the purchase after consumption.

12. Describe the 5 stages of consumer decision making process.

The consumer decision-making process is a series of steps that consumers go through when
making a purchase decision. It involves the following stages:

● Need Recognition : This is the initial stage where the consumer becomes aware of a
need or want. This can be triggered by internal factors like hunger or external factors
like advertising.

● Information Search : Once a need is recognized, the consumer starts gathering

information about potential solutions. This can involve seeking information from
various sources like friends, family, online reviews, or advertisements.

● Evaluation of Alternatives : The consumer evaluates different options based on their

criteria, such as price, quality, brand reputation, and features. They weigh the pros and
cons of each alternative to make a decision.

● Purchase Decision : After evaluating the alternatives, the consumer makes a final
decision and purchases the product or service.

● Post-Purchase Evaluation : After the purchase, the consumer assesses their

satisfaction with the product or service. If satisfied, they may repurchase or
recommend it to others. If dissatisfied, they may return the product or switch to a
different brand.

13. What are the elements of communication?

● Sender : The person who initiates the communication process by formulating a

message.

● Message : The information or idea that the sender wants to convey to the receiver.

● Encoding : The process of converting the message into a suitable form for
transmission, such as words, symbols, or gestures.
 ● Channel : The medium through which the encoded message is transmitted, like
speech, writing, or electronic means.

● Decoding : The process of interpreting the received message by the receiver.

● Receiver : The person who receives the message and decodes it to understand the
intended meaning.

● Feedback : The response or reaction of the receiver to the sender's message.

● Noise : Any interference or disturbance that hinders effective communication, such as

background noise, distractions, or misunderstandings.

14. Define :
i.) Personal Selling
ii.) Branding
iii.) Digital Communication

i) Personal Selling : Personal selling is a face-to-face interaction between a salesperson and

a potential customer. It involves a direct, personalized approach to persuade the customer to
purchase a product or service. Effective personal selling requires strong communication
skills, product knowledge, and the ability to build rapport with customers.

ii) Branding : Branding is the process of creating a unique identity for a product or service. It
involves developing a strong brand name, logo, and overall brand image. Branding aims to
differentiate a product or service from competitors and create a positive association in the
minds of consumers. A strong brand can increase customer loyalty, brand awareness, and
ultimately, sales.

iii) Digital Communication : Digital communication refers to the exchange of information

through electronic channels. It encompasses a wide range of technologies, including email,
social media, instant messaging, and video conferencing. Digital communication has
revolutionized the way we connect with others, conduct business, and access information. It
offers numerous benefits such as speed, efficiency, and global reach.
15. Define crisis communication.

Crisis communication is the strategic process of managing and disseminating information

during times of emergencies or critical events to minimize damage, maintain public trust, and
guide appropriate actions and responses. It involves a proactive approach to prepare for
potential crises and a reactive approach to effectively handle them when they occur.

16. What is emotional appeal?

Emotional appeal, or pathos, is a persuasive technique that employs emotional language and
imagery to evoke feelings in the audience and sway their opinions or actions. It involves using
evocative language, vivid imagery, and personal anecdotes to create an emotional
connection with the audience, bypassing logical reasoning and directly influencing their
decision-making.

17. Define service communication.

Service communication is the strategic use of Social and Behavior Change Communication
(SBCC) processes and techniques to motivate health service-related behaviors among
intended audiences across the continuum of care. It aims to increase demand for and uptake
of services, improve client-provider interactions, and encourage the adoption and
maintenance of healthy behaviour.

18. What are the roles of marketing communication?

● Building Brand Awareness : Marketing communication helps increase visibility and

recognition of a brand among the target audience.

● Creating Brand Image and Positioning : It shapes consumer perceptions of the brand
and differentiates it from competitors.

● Driving Sales and Revenue : Marketing communication stimulates demand, influences

purchase decisions, and ultimately drives sales and revenue growth.

● Fostering Customer Loyalty : It builds strong relationships with customers, encourages

repeat purchases, and fosters long-term loyalty.

● Managing Crises and Reputation : Marketing communication helps manage crises

effectively, minimizing damage to the brand's reputation and restoring trust.
19. How messages are communicated through service delivery channels?

● In-person communication : Face-to-face interactions between service providers and

clients, such as consultations, appointments, and workshops.

● Digital communication : Electronic channels like email, SMS, social media, and online
portals for sending information, reminders, and updates.

● Printed materials : Brochures, leaflets, posters, and other printed materials to provide
information and instructions.

● Call centres : Telephone-based communication for answering queries, providing

support, and scheduling appointments.

● Self-service channels: Online platforms and mobile apps that allow clients to access
information, book appointments, and manage their own care.

20. What are the challenges of service communication?

Challenges of Service Communication :

● Intangibility : Services are intangible, making it difficult to visualize and communicate

their benefits. This lack of physical attributes can hinder effective communication and
lead to customer uncertainty.

● Inseparability : Services are often produced and consumed simultaneously, making it

challenging to separate the service provider from the service itself. This inseparability
can impact the quality and consistency of the service experience, as it relies heavily on
the skills and attitudes of the service provider.

● Variability : The quality of services can vary significantly due to factors such as the
service provider, the customer, and the specific situation. This variability makes it
difficult to maintain consistent standards and can lead to unpredictable service
experiences.

● Perishability : Services cannot be stored or inventoried, making it crucial to match

supply with demand. If demand exceeds supply, potential revenue is lost. Conversely,
if supply exceeds demand, resources are wasted.

● Communication Complexity : Services often involve complex ideas and processes that
can be difficult to communicate clearly.Effective communication must evoke emotions
and create a desired image.
21. Describe the 5 major approaches to overcome service communication channels.

To overcome these challenges, service providers must focus on:

● Tangibilizing the Intangible : Use physical cues, testimonials, and visual aids to make
services more tangible.

● Managing Customer Expectations : Clearly communicate service standards and

potential variations.

● Training and Empowering Employees : Invest in employee training to ensure consistent

and high-quality service delivery.

● Leveraging Technology : Utilize technology to enhance service delivery and

communication.

● Building Strong Customer Relationships : Foster trust and loyalty through personalized
experiences and effective communication.

22. Describe service branding model.

The Service Branding Model is a framework that helps organizations build and manage their
brand identity and customer experience in the service industry. It recognizes the unique
challenges of branding intangible services and emphasizes the importance of delivering
consistent and high-quality service experiences. By focusing on key elements such as brand
identity, external and internal brand communications, and customer experience,
organizations can create strong, sustainable brands that differentiate themselves from
competitors and drive customer loyalty.