Services Marketing

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Textbook:
Pages : 536; Paperback;
210 X 275 mm approx.

Workbook:
Pages : 283; Paperback;
210 X 275 mm approx.

Chapter Code : SMC15

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Workbook Price: Rs. 700;
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Process in Services : Overview

Process is an important element of the marketing mix that determines how a service should be created and delivered to the customer. The characteristics of service process include complexity, divergence, service location, customer participation and the service itself -whether it is technology based or process based. The types of process include line or flow operations and job shop process.

The planning of a service process includes different elements like the conversion process, the equipment required, flow of process, quality of service personnel, service location, layout design and the organizational structure. Further, we discussed an important aspect of service process called the service blueprint that maps all the processes and elements involved in service creation and delivery including the service personnel and customers.

The elements of service blueprint include customer actions, onstage and backstage employee actions, and support processes to their minutest detail. Further, the interaction among these elements is explained through the line of interaction, line of visibility and line of internal interaction.

These will help a service provider to clearly read a blueprint and identify the activities that add value to the customer so that he can concentrate on such activities.

Developing a service blueprint involves identification of the service, identification of the customer segments, mapping the service processes according to the customer's point of view, mapping the onstage and backstage employee actions, the identification of internal support processes, and finally the physical evidence involved in service delivery.

The factors that affect the efficiency of a process include planning, service personnel, technology, location, décor, and the customer's role. Further, a service positioning can be changed by structural changes by reducing or increasing divergence, or by reducing or increasing complexity of services. Finally, a service provider is required to know how to balance marketing and operation functions in a service organization for greater success, as both functions are equally important.

Chapter 15 : Overview

Characteristics of Service Process Design and Implementation

Types of Process
Line or Flow Operations
Job Shop Process

Planning a Service Process

Service Blueprinting
Elements of Blueprinting
Reading a Service Blueprint
Developing a Service Blueprint

Factors Influencing Process Efficiency
Planning
Service Personnel
Technology
Location and décor
Customer's Role

Service Positioning through Structural Change
Reduced Complexity
Increased Complexity
Reduced Divergence
Increased Divergence

1] Understanding Services
2] The Nature of Services Marketing
3] Consumer Behavior
4] Customer Expectations and Perceptions
5] Listening to Customers
6] Market Segmentation and Targeting
7] Positioning and Differentiation of Services
8] Managing Demand and Capacity
9] The Marketing Mix Elements
10] Product : Packaging the Service
11] Pricing Services
12] Promotion and Communication of Services
13] Place in Services
14] People in Services
15] Process in Services
16] Physical Evidence
17] Relationship Marketing
18] Internal Marketing
19] Supplementary Services
20] Developing and Managing the Customer-Service Function
21] Marketing Planning for Services
22] Service Quality
23] Globalization of Services
24] Tourism & Travel Services Marketing
25] Marketing of Financial Services
26] Communication and Information Services Marketing
27] Media Services Marketing
28] Professional Services Marketing
29] Marketing of Education Services
30] Charities Marketing