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Chapter Code: IMC10
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Service is defined as an activity that satisfies the customer's wants. Intangibility, heterogeneity, inseparability, perishability, specialization and technology are important characteristics of industrial services that differentiate them from industrial products. Services are classified into categories based on four important schemes.
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The design of the service process is very important for effective delivery of service, for satisfying the customers etc. Service designing includes a technique called blueprinting.
The development of new services includes four stages. They are direction, design, testing, and introduction. The major challenges faced in the marketing of services arise from their intangibility, heterogeneity, and perishability, and in communicating the service offering to the customer.
We discussed international services as the part of the chapter. International services are broadly classified into contact-based, vehicle-based, asset-based, and object-based services. We also discussed wiring and growing as part of the application of technology in international services.
Characteristics of Industrial Services
Intangibility
Inseparability
Heterogeneity
Perishability
Specialization
Technology
Classification of Services
Nature of Service Act
Type of Relationship between Service Organizations and Customers
Nature of Demand and Supply for Services
Delivery of Service
Service Quality
Customer Satisfaction and Loyalty
Zero Defections
Return on Quality
Services Marketing Mix
Product
Pricing
Promotion
Place
People
Process
Physical Evidence
Service Design
Design of Service Process
Design of Physical Environment
New Service Development
Direction
Design
Testing and Introduction
Challenges in Marketing Industrial Services
Intangibility
Heterogeneity
Perishability
Communicating the Service Offering
Implications for Industrial Marketers
International Industrial Services
Classification of International Services
Technology in International Services
Issues Facing International Service Providers
