ASHWATH S (20BBR006)

Services Marketing – Assignment

1. Create a table based on the classification of services and list out the
services you so far tried in your life.

Tangible services

Classification of Services Examples

Services for people  Restaurants – Subway Restaurant

 Health Care – KMCH Hospital
 Saloons – Naturals

Services for goods  Repair and maintenance – 5K Car Care

 Transportation – Uber
 Intangible Services

Classification of Services Examples

Services directed at people’s mind  Education – Udemy

 Theatres – Sri Sakthi Cinemas

Services directed at intangible assets  Banking – HDFC Bank

 Insurance – LIC Corporation

2. Elaborate on the unique characteristics of services which you use in life.

Unique characteristics of services that has been experienced in life includes,

 Intangibility: Services are intangible, which means they cannot be seen, touched,
tasted, or smelled before they are consumed. For example, you cannot taste a meal in
a restaurant before you order it.
 Inseparability: Services are produced and consumed at the same time and cannot be
separated from the person providing them. For example, a hair stylist cannot cut your
hair without being present.
 Variability: Services are highly variable because they depend on the person
providing them, as well as the environment in which they are provided. For example,
the quality of service in a restaurant can vary depending on the server and the time of
day.
  Perishability: Services are perishable, which means they cannot be stored or saved
for future use. For example, a seat on a flight that is not sold cannot be saved for a
later time.
 Heterogeneity: Services are heterogeneous, meaning that they can differ from one
provider to another or even from one interaction to another. For example, two dentists
may provide different levels of service even if they are both highly qualified.
 Customer participation: Services often require customer participation and input to
be successful. For example, a personal trainer can provide guidance and support, but
the customer needs to put in effort to achieve their fitness goals.

3. Describe the service encounter in your experience:

When we go to a restaurant, we are greeted by the host or hostess who escorts us to our table.
The server introduces themselves and provides us with menus. The server takes our order and
makes recommendations if we ask for them.

While we wait for our food, the server may check on us to see if we need anything else, such
as drinks or appetizers. Once the food arrives, the server may ask if everything looks good
and if we need anything else. During our meal, the server may check on us a few times to
make sure we are satisfied and to refill our drinks.

Once we are finished with our meal, the server brings the bill and may ask if we want dessert
or coffee. We pay the bill and leave a tip if we are satisfied with the service. The server
thanks us and wishes us as we leave the restaurant.

This is a typical service encounter that a customer may experience when dining at a
restaurant. The encounter involves multiple touch points between the customer and the
service provider, from the initial greeting to the final farewell. The quality of service at each
touch point can greatly impact the customer's overall experience and satisfaction with the
service.
 4. Create a service blueprint for a hotel or any organisation of your choice:

Service Blueprint for a Hotel

1. Pre-arrival stage:
 Customer searches for hotel online or through a travel agency.
 Customer selects a hotel and makes a reservation.
 Hotel confirms the reservation and sends a confirmation email to the customer.
 Hotel may send pre-arrival emails or SMS to the customer to provide information about the
hotel, services, and amenities.

2. Arrival stage:
 Customer arrives at the hotel and is greeted by the doorman or bellboy.
 Doorman or bellboy assists with luggage and directs the customer to the front desk.
 Front desk agent greets the customer, verifies the reservation, and checks the customer into
their room.
 Front desk agent provides the customer with a room key, hotel map, and information about
hotel services and amenities.
 Front desk agent asks the customer for any special requests or needs.
 Bellboy escorts the customer and their luggage to their room.

3. In-stay stage:
 Customer accesses the hotel services and amenities, such as room service, housekeeping,
gym, pool, and restaurant.
 Housekeeping staff cleans the customer's room and restocks towels, toiletries, and other
amenities.
 Room service staff delivers food and beverages to the customer's room.
 Restaurant staff serves meals and drinks to the customer.
 Gym and pool staff provides assistance and supervision to customers using the facilities.
 4. Check-out stage:
 Customer requests a check-out at the front desk.
 Front desk agent reviews the customer's bill and charges any additional fees, such as room
service or mini bar charges.
 Front desk agent asks the customer for feedback on their stay and addresses any complaints
or issues.
 Front desk agent checks the customer out and thanks them for staying at the hotel.
 Doorman or bellboy assists the customer with their luggage and wishes them a safe trip.

5. List out the services marketing strategies of any service provider of your
choice.

Amazon is a multinational technology company that offers a wide range of products and services,
including e-commerce, cloud computing, digital streaming, and artificial intelligence. Here are
some of the key services marketing strategies that Amazon uses:

1. Personalized recommendations: Amazon uses customer data and machine learning algorithms
to provide personalized product recommendations to customers based on their browsing and
purchase history. This helps to increase customer engagement and loyalty.

2. Amazon Prime: Amazon's subscription-based loyalty program, Amazon Prime, provides

customers with a range of benefits, such as free and fast shipping, access to streaming of movies,
TV shows, music, and exclusive deals. This helps to incentivize customers to make more
purchases on Amazon and build brand loyalty.

3. Amazon Advertising: Amazon offers a range of advertising solutions to businesses, including

sponsored products, sponsored brands, and sponsored display. These advertising options help
businesses to reach their target audience on Amazon and increase sales.
4. Amazon Web Services (AWS): AWS is Amazon's cloud computing platform that provides a
range of services, such as computing, storage, and databases, to businesses and individuals. AWS
uses a pay-as-you-go pricing model, which makes it a cost-effective solution for businesses of all
sizes.

5. Amazon Marketplace: Amazon Marketplace is a platform for third-party sellers to sell their
products on Amazon. This helps to increase the variety of products available on Amazon and
provides customers with more choices. Amazon charges a commission on each sale made by
third-party sellers.

6. Amazon Prime Video: Amazon Prime Video is a video streaming service that offers movies, TV
shows, and original content to customers. This service helps to increase customer engagement
and loyalty by providing exclusive content and perks for Amazon Prime members.

7. Amazon Fresh: Amazon Fresh is a grocery delivery service that allows customers to order
groceries online and have them delivered to their doorstep. This service helps to increase
convenience for customers and provides Amazon with another revenue stream.

Overall, Amazon's services marketing strategies focus on providing customers with a

personalized and convenient shopping experience, incentivizing loyalty through its loyalty
programs, and leveraging technology to drive innovation and growth.