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People, Process and Physical
     evidence (3P’s) of service
             marketing.

Presented by :

  Junesh Acharya
Outlines
• Introduction

• 3P’s interaction model in marketing.

• 3P’s in Southwest Airlines.

• 3P’s in Mid-City Hospital Pvt .Ltd
.
• 3P’s in Coles Departmental Store.

• Conclusion.
“…in service marketing there are five central factors
influencing much marketing strategy,
including: intangibility, inseparability, variability, perishability
and right of ownership….” - Philip Kotler.
Advocate


   Loyal


  Repeated


New Customer
our every SECOND focus on
        customers.
People



            What is
             The
            3P’s of
            service
           3P’s are:
           marketing
Physical
                       Process
evidence
PEOPLE
 All human actors who plays a part in service delivery and thus
  influence the buyers perceptions

 Namely the firms personnel, the customer and other customer
  in the service department

 They are the one who provides cues to the customer regarding
  the nature of the service
PHYSICAL EVIDENCE
• The environment in which the service is assembled
  and delivered
• Combined with tangible commodities that facilities
  performance or communication of service
• Physical evidence includes all tangible
  representations of service such as
     •   Brochures
     •   Letterhead
     •   Business cards
     •   Report formats
     •   Physical facilities
PROCESS
• The actual procedures, mechanisms and flow of
  the activities by which the service is delivered
     • Service delivery and
     • Operating system

• Service process are complex and time
  consuming
With 3P’s marketing factor, service
firms now confront new a challenge:

• How do these factors to be integrated?

• And then to satisfy customers in service?

• Meanwhile what do these factors suggest for
  management in service marketing?
3P’s Interaction Model in Service
             Marketing
System: According to Mr. Dhurba Lal Pandey ; “It is the inter-
related relationship between various factors or variables”

Here, we can conclude that the process is a course of action
between customer and people, who is basic root that contacts
customers. The process includes five sectors i.e. in short

ABCDE. These 5 sectors reflect precisely the process of service
                and psychological variety of
                         customers.
Process includes :

         A = Attraction

         B = Benefit                         Customer
People   C = Close

         D = Decision

         E = Eternity
                                             Physical
                                             evidence
             Support
             function

              Top
           management



                              Figure : 3P’s model on service
Southwest Airlines
                                  Introduction
     Southwest Airlines is an American low-cost airline based in Dallas, Texas .
 Southwest Airlines as of June 5, 2011 is the largest airline in the United States based
upon domestic passengers carried. The company mission statement is” We always try
                to do the right thing ! “ and It has 37,000 employees.

   Orange –Blue color Plane                        Mustard brown color Plane
Southwest Airlines
         People
      •Groupism at work                         Process
     •High sense of Humor
                                                •Low price
•Fun with themselves including
                                           •No seat arrangement
         crew member
                                         •Only specialized service
    •Customer Satisfaction
                                             •Standardization
    •Only high attitude and
 technical skill manpower are
             hired
                        Physical Evidence
                        •Orange and Mustard Brown
                                    color
                         •Casual dress up in summer
                            •No meal during flight
                           •Easy accessible to seats



                  Fig: 3 P’s of Service marketing mix
Mid-City Hospital Pvt .Ltd

                               Introduction:
It is one of the finest hospital in kausaltar ,Bhaktapur. It is known for its
  quality service and cheap price. It has good reputation in the eye of
                     customer and is popular in town.

Hospital Building with Ambulance           Review of operation theater
Mid-City Hospital Pvt .Ltd
               People
       •Mutual co-operation                                      Process
•Highly skilled technical employee                              •Low fare
                                                  •Fixed percentage of discount to all
      •Customer satisfaction
                                                      •Break-fast for morning shift
         •Casual dress up                                        workers
   •Reduced form of hierarchy                       •Shift wise working arrangement
  •Reserved holidays for certain                        •Timely deposit of salary
           ethnic groups                           •Attached pharmaceutical shop in
     •Friendly relation to all                                   hospital.



                                Physical Evidence
                             •Facility of all laboratory
                            service inside the hospital
                         •The use of latest technology in
                          surgical and General medicine
                                     •Free Wi-Fi




                         Fig: 3 P’s of Service marketing mix
Coles Departmental Store
              Introduction:
Coles Departmental store is one of the
popular departmental store in Australia.
    It has different branches around
                Australia.
Outlook of Coles Departmental store
Coles Departmental Store
            People                                    •Process
•Heirs full time and part time                •Sell varieties of brand
           workers                           •Sell their own product in
  •Full time workers enjoy                       the name of Coles
 medical leave and get paid                   •Customer satisfaction
   during public holidays                   •Help old person in finding
                                                   goods in stores
                        Physical Evidence
                      •Blue dress to all staffs
                      •Use blue color as trade
                               mark
                      •Use blue and red color
                          for packaging




              Fig: 3 P’s of Service marketing mix
Conclusion
• People are important key.

• Process makes benefit both supplier and
  customer.

• Physical evidence supports functions.

• Further more research is always needed.
References
•     Philip Kotler. Marketing Management. (11th edition). Shanghai: Shanghai People’s Publishing
     House,
•    2003: 499-502.
•     B. H. Booms and M. J. Bitner. Marketing strategies an Organizational Structures for Service Firms.
•    in Marketing of Services. J. Donnelly and W. R. George. Chicago: American Marketing Association,
•    1981: 47-51.
•    Susan M. Keaveney. Customer Switching behavior in Service Industries: An Exploratory Study.
•    Journal of Marketing, 1995,(April): 71-82.
•    Michael Fickes. Word of Mouth Advertising. Swimming Pool/Spa Age, 1999, (May 30).
•    Robert Johnston. The Determinants of Service Quality: Satisfiers and Dissatisfiers. International
•    Journal of Service Industry Management, 1995,6(5): 53-71.
•     Christian Gronroos. Service Management and Marketing. (3rd edition). West Sussex: John Wiley &
•    Sons Ltd, 2007:352-353.
•     Michael E. Porter. Competitive Strategy: Techniques for analyzing Industries and Competitors. (4th
•    edition). New York: Free Press, 2004.
•    Robert Hiebeler, Thomas B. Kelly, and Charles Ketteman. Best Practices: Building Your Business
•    with Customer-Focused Solutions. New York: Arthur Anderson/Simon&Schuster, 1997:184-185.
•    www.Google.com (for searching)
•    YJI Hsu College of Management, Tianjin Normal University, Tianjin 300387, China
•    Wikipedia

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3 p’s of service marketing

  • 1. People, Process and Physical evidence (3P’s) of service marketing. Presented by : Junesh Acharya
  • 2. Outlines • Introduction • 3P’s interaction model in marketing. • 3P’s in Southwest Airlines. • 3P’s in Mid-City Hospital Pvt .Ltd . • 3P’s in Coles Departmental Store. • Conclusion.
  • 3. “…in service marketing there are five central factors influencing much marketing strategy, including: intangibility, inseparability, variability, perishability and right of ownership….” - Philip Kotler.
  • 4. Advocate Loyal Repeated New Customer
  • 5. our every SECOND focus on customers.
  • 6. People What is The 3P’s of service 3P’s are: marketing Physical Process evidence
  • 7. PEOPLE  All human actors who plays a part in service delivery and thus influence the buyers perceptions  Namely the firms personnel, the customer and other customer in the service department  They are the one who provides cues to the customer regarding the nature of the service
  • 8. PHYSICAL EVIDENCE • The environment in which the service is assembled and delivered • Combined with tangible commodities that facilities performance or communication of service • Physical evidence includes all tangible representations of service such as • Brochures • Letterhead • Business cards • Report formats • Physical facilities
  • 9. PROCESS • The actual procedures, mechanisms and flow of the activities by which the service is delivered • Service delivery and • Operating system • Service process are complex and time consuming
  • 10. With 3P’s marketing factor, service firms now confront new a challenge: • How do these factors to be integrated? • And then to satisfy customers in service? • Meanwhile what do these factors suggest for management in service marketing?
  • 11. 3P’s Interaction Model in Service Marketing System: According to Mr. Dhurba Lal Pandey ; “It is the inter- related relationship between various factors or variables” Here, we can conclude that the process is a course of action between customer and people, who is basic root that contacts customers. The process includes five sectors i.e. in short ABCDE. These 5 sectors reflect precisely the process of service and psychological variety of customers.
  • 12. Process includes : A = Attraction B = Benefit Customer People C = Close D = Decision E = Eternity Physical evidence Support function Top management Figure : 3P’s model on service
  • 13. Southwest Airlines Introduction Southwest Airlines is an American low-cost airline based in Dallas, Texas . Southwest Airlines as of June 5, 2011 is the largest airline in the United States based upon domestic passengers carried. The company mission statement is” We always try to do the right thing ! “ and It has 37,000 employees. Orange –Blue color Plane Mustard brown color Plane
  • 14. Southwest Airlines People •Groupism at work Process •High sense of Humor •Low price •Fun with themselves including •No seat arrangement crew member •Only specialized service •Customer Satisfaction •Standardization •Only high attitude and technical skill manpower are hired Physical Evidence •Orange and Mustard Brown color •Casual dress up in summer •No meal during flight •Easy accessible to seats Fig: 3 P’s of Service marketing mix
  • 15. Mid-City Hospital Pvt .Ltd Introduction: It is one of the finest hospital in kausaltar ,Bhaktapur. It is known for its quality service and cheap price. It has good reputation in the eye of customer and is popular in town. Hospital Building with Ambulance Review of operation theater
  • 16. Mid-City Hospital Pvt .Ltd People •Mutual co-operation Process •Highly skilled technical employee •Low fare •Fixed percentage of discount to all •Customer satisfaction •Break-fast for morning shift •Casual dress up workers •Reduced form of hierarchy •Shift wise working arrangement •Reserved holidays for certain •Timely deposit of salary ethnic groups •Attached pharmaceutical shop in •Friendly relation to all hospital. Physical Evidence •Facility of all laboratory service inside the hospital •The use of latest technology in surgical and General medicine •Free Wi-Fi Fig: 3 P’s of Service marketing mix
  • 17. Coles Departmental Store Introduction: Coles Departmental store is one of the popular departmental store in Australia. It has different branches around Australia. Outlook of Coles Departmental store
  • 18. Coles Departmental Store People •Process •Heirs full time and part time •Sell varieties of brand workers •Sell their own product in •Full time workers enjoy the name of Coles medical leave and get paid •Customer satisfaction during public holidays •Help old person in finding goods in stores Physical Evidence •Blue dress to all staffs •Use blue color as trade mark •Use blue and red color for packaging Fig: 3 P’s of Service marketing mix
  • 19. Conclusion • People are important key. • Process makes benefit both supplier and customer. • Physical evidence supports functions. • Further more research is always needed.
  • 20. References • Philip Kotler. Marketing Management. (11th edition). Shanghai: Shanghai People’s Publishing House, • 2003: 499-502. • B. H. Booms and M. J. Bitner. Marketing strategies an Organizational Structures for Service Firms. • in Marketing of Services. J. Donnelly and W. R. George. Chicago: American Marketing Association, • 1981: 47-51. • Susan M. Keaveney. Customer Switching behavior in Service Industries: An Exploratory Study. • Journal of Marketing, 1995,(April): 71-82. • Michael Fickes. Word of Mouth Advertising. Swimming Pool/Spa Age, 1999, (May 30). • Robert Johnston. The Determinants of Service Quality: Satisfiers and Dissatisfiers. International • Journal of Service Industry Management, 1995,6(5): 53-71. • Christian Gronroos. Service Management and Marketing. (3rd edition). West Sussex: John Wiley & • Sons Ltd, 2007:352-353. • Michael E. Porter. Competitive Strategy: Techniques for analyzing Industries and Competitors. (4th • edition). New York: Free Press, 2004. • Robert Hiebeler, Thomas B. Kelly, and Charles Ketteman. Best Practices: Building Your Business • with Customer-Focused Solutions. New York: Arthur Anderson/Simon&Schuster, 1997:184-185. • www.Google.com (for searching) • YJI Hsu College of Management, Tianjin Normal University, Tianjin 300387, China • Wikipedia