Podcast
Questions and Answers
What is the primary focus of companies like Starbucks as mentioned in the content?
What is the primary focus of companies like Starbucks as mentioned in the content?
- Expanding their product range
- Improving technological advancements
- Providing customers with a memorable experience (correct)
- Selling products at a lower price
What principle does McDonald’s adhere to in its franchise operations?
What principle does McDonald’s adhere to in its franchise operations?
- Customization of services
- Innovation and creativity
- Quality, Service, Cleanliness, and Value (QSCV) (correct)
- High employee turnover
How has advances in information technology benefited service firms?
How has advances in information technology benefited service firms?
- By reducing the need for customer interaction
- By increasing the number of employees
- By enabling quicker and higher quality service delivery (correct)
- By streamlining product manufacturing
Which of the following is a result of internationalization in the service sector?
Which of the following is a result of internationalization in the service sector?
What significant shift is noted in the purchasing behavior of consumers?
What significant shift is noted in the purchasing behavior of consumers?
What role has franchising played in service delivery according to the content?
What role has franchising played in service delivery according to the content?
What does ICICI Bank utilize to enhance its customer service experience?
What does ICICI Bank utilize to enhance its customer service experience?
Which factor has contributed to the growth of the service sector in India?
Which factor has contributed to the growth of the service sector in India?
What primary function does a service blueprint serve?
What primary function does a service blueprint serve?
Which aspect is NOT covered under the customer role in a service blueprint?
Which aspect is NOT covered under the customer role in a service blueprint?
Onstage employee actions are characterized by which of the following?
Onstage employee actions are characterized by which of the following?
What is classified as a support process in service blueprinting?
What is classified as a support process in service blueprinting?
Which type of employee actions are typically hidden from the customer?
Which type of employee actions are typically hidden from the customer?
When analyzing technology needs in service blueprinting, what should a service provider primarily focus on?
When analyzing technology needs in service blueprinting, what should a service provider primarily focus on?
What does the term 'tangible evidence of the service' refer to in a service blueprint?
What does the term 'tangible evidence of the service' refer to in a service blueprint?
Which of the following is a key advantage of blueprinting in service design?
Which of the following is a key advantage of blueprinting in service design?
What is the primary focus for management to build a loyal customer base?
What is the primary focus for management to build a loyal customer base?
Which of the following is a key strategy for retaining valuable human assets in an organization?
Which of the following is a key strategy for retaining valuable human assets in an organization?
How should employee performance be managed to ensure growth within an organization?
How should employee performance be managed to ensure growth within an organization?
What does the concept of quality in services primarily relate to?
What does the concept of quality in services primarily relate to?
Which technology development factor enhances the link between service providers and customers?
Which technology development factor enhances the link between service providers and customers?
What role do employees with successful careers play in an organization?
What role do employees with successful careers play in an organization?
Which aspect should be highlighted in a service design blueprint for a barber shop?
Which aspect should be highlighted in a service design blueprint for a barber shop?
In establishing a salon, what would be crucial for service marketing?
In establishing a salon, what would be crucial for service marketing?
What is a key characteristic of services that distinguishes them from goods?
What is a key characteristic of services that distinguishes them from goods?
Which factor has notably contributed to the growth of the service sector in India after 1991?
Which factor has notably contributed to the growth of the service sector in India after 1991?
Which of the following refers to the lack of ownership in services?
Which of the following refers to the lack of ownership in services?
What is meant by 'evidencing' in service design?
What is meant by 'evidencing' in service design?
Which aspect of consumer behavior has significantly changed in India over the last two decades?
Which aspect of consumer behavior has significantly changed in India over the last two decades?
What does variability in services refer to?
What does variability in services refer to?
What is the primary purpose of training for service personnel in organizations?
What is the primary purpose of training for service personnel in organizations?
Which of the following best describes the concept of 'co-creative' in service design?
Which of the following best describes the concept of 'co-creative' in service design?
Which of these is NOT a listed characteristic of services?
Which of these is NOT a listed characteristic of services?
What duration does the training for software engineers at Infosys typically last?
What duration does the training for software engineers at Infosys typically last?
What percentage of its revenues does Infosys spend on employee training and education?
What percentage of its revenues does Infosys spend on employee training and education?
Which of the following is NOT a major objective of the training programs conducted by Infosys?
Which of the following is NOT a major objective of the training programs conducted by Infosys?
How often do employees at Infosys undergo training apart from the initial program?
How often do employees at Infosys undergo training apart from the initial program?
What role do project leaders have in the training programs at Infosys?
What role do project leaders have in the training programs at Infosys?
Who staff the education and research group at Infosys responsible for training?
Who staff the education and research group at Infosys responsible for training?
According to Infosys's training philosophy, how should service personnel treat customers?
According to Infosys's training philosophy, how should service personnel treat customers?
Study Notes
Overview of Service Marketing
- Services are intangible activities or benefits offered by one party to another without resulting in ownership.
- Example: OLA plans to expand to 200 cities and invest in the driver ecosystem, including training for drivers and adding women drivers.
Characteristics of Services
- Intangibility: Services cannot be seen or touched.
- Inseparability: Service production and consumption occur simultaneously.
- Variability: Quality of service can vary from one provider to another.
- Perishability: Services cannot be stored or saved.
- Simultaneity: Service is produced and consumed at the same time.
- Heterogeneity: Services are unique to each customer and experience.
- Lack of ownership: Customers don't own the service.
Marketing of Services
- Essential to understand differences between customer (who uses the service) and consumer (who purchases the service).
Factors Contributing to Growth in Service Sector
- Government Policies: Support and initiatives, especially post-1991 reforms, have boosted the service sector.
- Social Changes: Increasing consumer expectations for experiences, exemplified by Starbucks' focus on customer interaction.
- Business Trends: Companies are emphasizing service quality, with franchises like McDonald’s maintaining standards through training.
- Advances in Information Technology: Instant services enabled by tech improvements, e.g., ICICI Bank offering immediate account openings.
- Internationalization: Global firms entering markets like India, raising service standards through best practices.
Service Design Principles
- User-Centered: Focus on qualitative research for user needs.
- Co-Creative: Involve stakeholders in design processes.
- Sequencing: Breakdown of service into stages.
- Evidencing: Create tangible representations of service experiences.
- Holistic: Consider all touchpoints in the service experience.
Service Blueprinting
- Visualization of the service process detailing customer interactions and service delivery.
- Elements Include:
- Customer role: Steps customers take from selection to evaluation of service.
- Onstage and backstage actions: Observable activities and supporting functions of employees.
- Support Processes: Activities aiding service delivery, like employee training.
- Technology: Assessing and upgrading tech for service quality.
Employee Training
- Vital for customer satisfaction and operational success.
- Infosys invests 5% of revenues in training, focusing on both technical and managerial skills.
- Continuous training helps employees grow and adapt to new challenges.
Retention Strategies
- Employee welfare is linked to customer service quality; satisfied employees lead to satisfied customers.
- Recognizing and rewarding employee performance fosters loyalty and engagement.
Building Service Aspirations
- Organizations should focus on quality and creating demand through service excellence.
- Quality service is defined as an attitude towards service delivery.
Technology in Service Development
- Ensures easy access, new service delivery methods, closer customer relations, elevated service levels, global reach, and cost rationalization.
Class Activity Suggestions
- Create a service blueprint for a one-man barber, emphasizing design importance and process modeling.
Assignment Directions
- Consider services for a new salon, service marketing strategies, focus on human resources, unique selling proposition, and technology integration.
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Description
This quiz covers the fundamental concepts of service marketing, specifically focusing on the differences between customers and consumers, and the distinctions between goods and services. It draws on insights from key marketing theorists to explore the intangible nature of services. Test your understanding of these essential marketing principles.
