MARKETING OF SERVICES
Ing. Veronika Braciníková, Ph.D.
MARKETING MIX IN SERVICES
PEOPLE & PROCESSES
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PEOPLE
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• The firm’s personnel, the customer, and other customers in the
service environment participating in the delivery of a service
provide cues to the customer.
PEOPLE
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• Employee behaviour is often an integral part of the service
product.
PEOPLE
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• Service personnel are
important in all
organisations but
more so in an
organisation involved
in providing services.
SERVICE PERSONNEL
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• The quality and performance of service personnel can be
improved through:
• Training.
• Norms, rules and procedures.
• Consistent appearance.
• Automation and computerization.
SERVICE PERSONNEL
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• A source of influencing themselves, being actively involved
in service delivery.
• It is an important task of service marketers to ensure
complete satisfaction of the existing customers.
CUSTOMERS
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• Service marketing management will invariably be concerned
with how or the way decisions are made and the
implications of those decisions.
• Difference styles of management may be relevant in different
situations.
PEOPLE MANAGEMENT
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• The activities inherent in this role are:
• Managing all operational activities.
• Providing information and guidance to customers.
• Proactive communication with customers and staff.
• Accessibility to customers and willingness to help.
COMPETENCIES FOR CUSTOMER-STAFF INTERFACE
MANAGEMENT
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• They should have a positive outlook in searching for better
ways to carry out operational tasks and service delivery.
COMPETENCIES – MOTIVATION
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• Staff interface involves both verbal and non-verbal
communication and interaction with people.
COMPETENCIES – COMMUNICATION
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• Because of the physical operational aspect of service
delivery at the customer.
COMPETENCIES – CO-ORDINATION
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• Managers are more likely to inspire the staff by their
actions as much as by their directions.
COMPETENCIES – LEADERSHIP
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PROCESSES
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• Service is like beauty, more in the eye of the beholder.
• It is primarily an experience for the customer and those
around them.
INTRODUCTION
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TYPES OF „MARKETING“ IN SERVICES
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• The programmes necessary to instill and maintain a strong
service mentality throughout the organisation.
• Some example internal marketing efforts include:
• Educating employees on the company goals and values.
• Encouraging employee input on corporate policies and leadership, allowing open
dialogue and accepting any criticisms.
• Nurturing communication and collaboration among employees.
• Ensuring employees know that their contributions matter and are essential to the
success of the company.
• Opening up the product or services to employees to use and get involved in.
INTERNAL MARKETING
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• The objective is to attract every customer to participate
in the service process.
• Process of delivering targeted marketing messages to
customers.
EXTERNAL MARKETING
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• Interactive marketing describes the employees’ skill in
serving the client.
• Technical quality and functional quality.
• It establishes both short-term and long-term satisfaction.
INTERACTIVE MARKETING
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• 40-30-30 rule
SINGAPURE AIRLINES
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• The marketer’s influence is always at several removes
from the actuality of the product’s use.
• A service product IS the experience.
• A customer’s perception of this experience is THE MOST
CRITICAL aspect of its marketing.
FOCUS ON THE EXPERIENCE
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• The customer’s perception will be formed from their
perspective, not ours.
• All marketers must strive to manage the perceptions of
their customers and prospects.
PERCEPTION OF SERVICES
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• Reliability.
• Accessibility.
• Credibility.
• Prestige.
• Security.
• Privacy.
• Responsiveness.
• Competence.
• Communication.
• Courtesy.
• Stress free.
WHAT A CUSTOMER MAY WANT FROM A SERVICE
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CLASSIFICATION OF SERVICE ENCOUNTER TYPES
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THANK YOU
FOR YOUR ATTENTION☺
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