Chapter 5
INTRODUCTION
TO
SERVICES
© The McGraw-Hill Companies, 2009
1
A note on the
PowerPoint Slides...
These PowerPoint slides contain selected exhibits, figures and
tables from the chapters as well as objectives for the chapters.
For many chapters, we include extra lecture slides and in-class
exercises that we have compiled and used in our classes. The
lecture slides are not intended to provide full outlines or
complete lectures for the chapters, but rather may be used
selectively to enhance class sessions.
Objectives for Chapter :
Introduction to Services
• Te shpjegojmë se çfarë shërbime janë dhe identifikimin e
trendeve të shërbimit
• Te shpjegojmë nevojën për koncepte të shërbimeve speciale të
marketingut dhe të praktikave
• Përshkruajmë dallimet bazë në mes të mallrave
dhe shërbimeve si dhe sfidat që rezultojnë për shërbim
• Prezantoni trekëndëshin e marketingut të shërbimeve
• Prezantoni zgjeruar shërbimet e marketingut mix
• Zbatimi i modelit boshllëqet e cilësisë së shërbimit
Sfidat për Shërbimet






Përcaktimin dhe përmirësimin e cilësisë
Komunikimi dhe testimin e shërbimeve të reja
Komunikimi dhe mbajtjen e një imazhi të qëndrueshme
Motivimi dhe mbajtjen e angazhimit të punonjësve
Koordinimin, marketing, operacionet dhe përpjekjet e burimeve
njerëzore
Vendosja e çmimeve të Standardizimit kundrejt personalizimit
© The McGraw-Hill Companies, 2009
Shembuj te Sherbimeve

Health Care


Professional Services



restaurant, hotel/motel, bed & breakfast,
ski resort, rafting
Travel


banking, investment advising, insurance
Hospitality


accounting, legal, architectural
Financial Services


hospital, medical practice, dentistry, eye care
airlines, travel agencies, theme park
Others:

hair styling, pest control, plumbing, lawn
maintenance, counseling services, health club
© The McGraw-Hill Companies, 2009
Figure 1-1
Spektri I (pa)prekshmerise
Salt
 Soft Drinks
 Detergents
 Automobiles
 Cosmetics Fast-food
 Outlets

Tangible (prekshem)
Dominant

Fast-food
Outlets
Intangible
(paprekshem)
Dominant


Advertising
Agencies
Airlines
Investment
Management
Consulting



Teaching
Figure 1-2
Percent of
U.S. Labor Force by Industry
Percent of GDP
80
70
60
50
40
30
20
10
0
1929 1948 1969 1977 1984 1996
Year
Source: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and
July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S.
Economy,” Scientific American, 244,3 (1981): 31-39.
 Services
 Manufacturing
 Mining & Agriculture
Figure 1-3
Percent of U.S. Gross Domestic
Product by Industry
Percent of GDP
80
70
60
50
40
30
20
10
0
1948 1959 1967 1977 1987 1996
Year
Source: Survey of Current Business, August 1996, Table 11, April 1998, Table
B.3; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S.
Economy,” Scientific American, 244,3 (1981): 31-39.
 Services
 Manufacturing
 Mining & Agriculture
Dallimi ne mes Produkteve dhe
sherbimeve- IHIP
Intangibility
Heterogeneity
Papreshmeria Llojllojshmeria
Simultaneous Production
And Consumption
Prodhimi dhe Konsum Simultan
Inseperebality
PANDARSHMERIA
Perishability
Venitja
Implications of IntangibilityPaprekshemria

Shërbimet nuk mund të(inventarizohen)ruhen
 Shërbime nuk mund të patentohen
 Shërbimet nuk mund të shfaqen lehtësisht
ose komunikohen
Vendosja e Çmimit është e vështirë
Implications of Heterogeneity Llojllojshmeria
 Ofrimi i shërbimit dhe kënaqësia e
konsumatorëve varet nga veprimet e punonjësit
 Cilësia e shërbimit varet nga shumë faktorë të
pakontrollueshme
 Nuk ka njohuri të sigurtë që shërbimit e
dhëna përputhet me atë çfarë ishte
planifikuar dhe nxitur
Implications of Simultaneous
Production and ConsumptionPandarshmeria
 Mass production is difficult
 Konsumatorët marrin pjesë në dhe
ndikojë
në transaksion
 Konsumatorët ndikojnë njëri-tjetrin
 Punonjësve ndikojnë në rezultatin e shërbimit
 Decentralizimi mund të jetë thelbësore
 Prodhimi masiv është i vështirë
Implications of Perishability- Venitja


Është vështirë për të sinkronizuar kërkesën
dhe ofertën - per shërbimet
Shërbime nuk mund të kthehet ose rishiten
Table 1-2
Services are Different
Goods
Services
Resulting Implications
Tangible
Intangible
Services cannot be inventoried.
Services cannot be patented.
Services cannot be readily displayed or communicated.
Pricing is difficult.
Standardized
Heterogeneous Service delivery and customer satisfaction depend on
employee actions.
Service quality depends on many uncontrollable factors.
There is no sure knowledge that the service delivered
matches what was planned and promoted.
Production
separate from
consumption
Simultaneous
production and
consumption
Nonperishable Perishable
Customers participate in and affect the transaction.
Customers affect each other.
Employees affect the service outcome.
Decentralization may be essential.
Mass production is difficult.
It is difficult to synchronize supply and demand with
services.
Services cannot be returned or resold.
Source: Adapted from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, “Problems and Strategies in Services Marketing,”
Journal of Marketing 49 (Spring 1985): 33-46.
Figure 1-5
The Services Marketing Triangle
Company
(Management)
Internal
Marketing
External
Marketing
“enabling the
promise”
Employees
“setting the
promise”
Interactive Marketing
Customers
“delivering the promise”
Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler
Kompania
(Menaxhmenti
Marketingu i brendshëm
“Mundësimi i premtimit”
Punonjësit
Marketingu bashkëveprues
“Plotësimi i premtimit”
Marketingu i jashtëm
“Bërja e premtimit”
Konsumatorët
16
Services Marketing Triangle
Applications Exercise




Focus on a service organization. In the context you are focusing
on, who occupies each of the three points of the triangle?
How is each type of marketing being carried out currently?
Are the three sides of the triangle well aligned?
Are there specific challenges or barriers in any of the three
areas?
Ways to Use the
Services Marketing Triangle
Overall Strategic
Assessment
Specific Service
Implementation
How is the service
organization doing
on all three sides of
the triangle?
•
What is being promoted
and by whom?
•
How will it be delivered
and by whom?
•
Where are the
weaknesses?
•
•
What are the
strengths?
Are the supporting
systems in place to
deliver the promised
service?
•
Figure 1-6
The Services Triangle
and Technology
Company
Technology
Providers
Source: Adapted from A. Parasuraman
Customers
Services Marketing Mix:
7 Ps for Services

Traditional Marketing Mix

Expanded Mix for Services: 7 Ps

Building Customer Relationships Through People,
Processes, and Physical Evidence

Ways to Use the 7 Ps
© The McGraw-Hill Companies, 2009
Traditional Marketing Mix

All elements within the control of the firm that communicate the
firm’s capabilities and image to customers or that influence
customer satisfaction with the firm’s product and services:
 Product
 Price
 Place
 Promotion
© The McGraw-Hill Companies, 2009
Expanded Mix for Services -the 7 Ps







Product
Price
Place
Promotion
People
Process
Physical Evidence
© The McGraw-Hill Companies, 2009
Table 1-3
Expanded Marketing Mix for
Services
PRODUCT
PLACE
PROMOTION PRICE
Physical good Channel type
features
Promotion
blend
Flexibility
Quality level
Exposure
Salespeople
Price level
Accessories
Intermediaries
Advertising
Terms
Packaging
Warranties
Outlet location Sales
promotion
Transportation Publicity
Product lines
Storage
Branding
Differentiation
Allowances
Table 1-3 (Continued)
Expanded Marketing Mix for
Services
PEOPLE
PHYSICAL
EVIDENCE
PROCESS
Employees
Facility design
Flow of activities
Customers
Equipment
Number of steps
Communicating
culture and values
Signage
Level of customer
involvement
Employee research
Employee dress
Other tangibles
7 P-jat
People / Njerzit
• Përzgjedhja e
puntorëve
• Trajnimi I Puntorëve
• Motivimi I Puntorëve
Promovimi
(Promotion)
4
Njerëzit
(People)
Objektet
fizike
(Physical
evidence)
Vendi (Place)
Menaxhimi
i proceseve
(Processes)
Produkti
(Product)
Çmimi
(Price)
Physical
evidence/
Evidenca
Fizike
Gjithqkca
cka e
perjetoni me
Shqisa ( sy,
prekne, ere ,
etj)
•Dukja e
Jashtme
•Dekorimi/
detajet
•Qasje e leht/
Process management
•Si janë konsumatorët të
trajtuar dhe menagjuar që
nga pika e kontaktit të parë
deri te pika e fundit e kontaktit
3
Ways to Use the 7 Ps
Overall Strategic Assessment



How effective is a firm’s
services marketing mix?
Is the mix well-aligned with
overall vision and strategy?
What are the strengths and
weaknesses in terms of the 7
Ps?
Specific Service Implementation




Who is the customer?
What is the service?
How effectively does the services
marketing mix for a service
communicate its benefits and
quality?
What changes/improvements are
needed?