SERVICES MARKETING

1.5.1 Service Marketing Mix (8 P’s)

E: PROCESS

Method and Sequence in Service Creation and Delivery
❑ Design of activity flows
❑ Number and sequence of actions for customers
❑ Providers of value chain components
❑ Nature of customer involvement
❑ Role of contact personnel
❑ Role of technology, degree of automation

1.5.1 Service Marketing Mix (8 P’s)

F: PHYSICAL ENVIRONMENT

❑ Visual of other tangible clues that provide evidence
of service quality.

❑ Designing the Servicescape and providing tangible
evidence of service performances

❑ Create and maintaining physical appearances
✓ buildings/landscaping
✓ interior design/furnishings
✓ vehicles/equipment
✓ staff grooming/clothing
✓ sounds and smells
✓ other tangibles

1.5.1 Service Marketing Mix (8 P’s)

F: People

❑ Interaction between two people managing the
Human Side of the Enterprise

❑ The right customer-contact employees performing
tasks well

✓ job design
✓ recruiting/selection
✓ training
✓ motivation
✓ evaluation/rewards
✓ empowerment/teamwork
❑ The right customers for the firm’s mission
✓ fit well with product/processes/corporate goals
✓ appreciate benefits and value offered
✓ possess (or can be educated to have) needed skills

(co-production)
✓ firm can manage customer behavior

1.5.1 Service Marketing Mix (8 P’s)

G: PRODUCTIVITY AND QUALITY

❑ How efficiently service input are transformed into
output that add value to customers.

❑ Improving productivity is a requisite in cost
management; but quality, as defined by the
customer, is essential for a service to differentiate
itself from other providers. (Lovelock and Wirtz, 2007,
pp. 23)

❑ service-based businesses that promote their
philosophies differentiate themselves from their
competitors. For example, a mechanic's philosophy
may be to help customers reduce the stress
associated with their vehicles. A doctor's philosophy
may be to ensure each patient feels heard. Learning
the philosophy of a business may be the deciding
factor for a customer.

THANK YOU..