people & services
DESCRIPTION
5th P (People) of 7 P's of Service Marketing Mix.TRANSCRIPT
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A service is an act or performance that one party can offer to another.
A service is the action of doing something for someone or something.
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It consists of 7 p’s, i.e.
1.Product 2.Price3. Place4. Promotion5. People6. Process7. Physical evidence.
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Very important element of Marketing Mix.
For services there must be presence of people on both the end;
Giving EndReceiving End
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Types of People
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Especially Frontline Employees (FE) who have direct contact/communication with customers and represent company’s image in front of customers.
FE directly offer services to customers & they consume it.
Customers provide their valuable feedback and expectations to FE.
Eg:- Shopkeeper showing sarees to customers.
Beautician cutting/ coloring hair.
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Due to some special characteristics of services:-
1.Inseparability of production & consumption:- Services are tailor-made & they only produced at real time when customers want to consume it.
Eg; Dental Check-up, Travel etc.
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2. Imbalance between Demand & Supply:- In services nothing like “stock” so, whenever there is hick in demand & delay in providing services, customers have wait in a “Queue” which causes dissatisfaction & frustration amongst customers. So, to keep them calm & satisfied people needed.
Eg; Banking Service (DD/ Cash Withdrawal etc.)
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Presence of customers is essential because:-
1.Specification of services is needed.Eg. Flavor of Cake.2.Presence of customers on premises.Eg. Blood Test.3.Participation of customer in delivery.Eg. McDonald’s Self-Service.4.Co-operation from customers.Eg. Regular medicine in treatment of
disease.
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