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MSM Unit 4

A service is defined as an intangible activity or benefit that does not result in ownership, and service management focuses on effective operations within service businesses. The document outlines characteristics of services, reasons for their growth in India, classifications, and the importance of service marketing. It also describes service processes and blueprints, highlighting their features and benefits in enhancing customer interactions and operational efficiency.

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5 views12 pages

MSM Unit 4

A service is defined as an intangible activity or benefit that does not result in ownership, and service management focuses on effective operations within service businesses. The document outlines characteristics of services, reasons for their growth in India, classifications, and the importance of service marketing. It also describes service processes and blueprints, highlighting their features and benefits in enhancing customer interactions and operational efficiency.

Uploaded by

nkthridevprince
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Definition

According to Kotler, Armstrong, Saunders, “A service is an


activity or benefit that one party can offer to another which is
essentially intangible and does not result in the ownership of
anything. Its production may or may not be tied to a physical
product.”
Service management involve understanding of the
management principles for effective and efficient operation of
service business.
Characteristics of services

1. Intangibility
2. Inseparability
3. Variability
4. Perishability
5. Ownership
Reasons for the growth of services in India

• Economic affluence
• Demographic factors
• Social and CulturalFactors
• I.T. Revolution
• Development of Markets
• Political and legal situations
• Migration
Classification of Services

1. Ultimate User

2. Level of Tangibility

3. Service options

4. Specialization

5. Profit Orientation

6. External-Internal service to Manufacturers

7. Customer-Employee Presence

8. Number of Delivery Outlets

9. Extent of Contact between the Service Provider and the Consumer


Importance of Service Marketing
• A Key Differentiator
• Importance of Relationships
• Customer Retention
• Relationships are Key
• Multiple Touchpoints
• Services Proliferate
• Feedback Improves Service
• Technology Impacts
Service Process
• Designing the service process
• Service Strategy
• Service Concept
• Service blue prints
• Supporting processes
Definition of service blue print
A service blueprint is a diagram that visualizes
the relationships between different service
components — people, props (physical or digital
evidence), and processes — that are directly tied
to touchpoints in a specific customer journey.
Features of service blue print

 It shows how the different service components link into each other – showing the different touch points and
options customers have to choose from and how the internal workings support those choices.
 It maps out chronologically and in sequence all the various interactions and actions that occur in parallel
when customer and company meet,
 It shows all the interactions by and with the customer.
 It also illustrates the stages and complexity of the encounter and distinguishes between the customer
experiences (and decisions) and the systems, invisible to the customer, that operate backstage to ensure that
these are delivered.
Benefits of using service blueprints

• Scalability and flexibility


• Cross-functionality and knowledge transferability
• Competition
• Failure analysis

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