In the service industry, definitions of service quality tend to focus on meeting customers needs and requirements and how well the service delivered meets their expectations Each of the 5 Service Quality Dimensions makes an extra addition to the level and quality of service which the company offers their customers.

1. PRESENTED BY
ANJU DONY
M150011MS

2.  In the service industry, definitions of service
quality tend to focus on meeting customers
needs and requirements and how well the
service delivered meets their expectations
 Each of the 5 Service Quality Dimensions
makes an extra addition to the level and
quality of service which the company offers
their customers.

3.  Reliability is defined as “the ability to perform the
promised service dependably and accurately” or
“delivering on its promises”
 Customers want to do business with companies
that keep their promises, particularly their
promises about the core service attributes.
 Firms that don’t provide the core service the
customers think they are buying, fail or frustrate
their customers in the most direct way.

4.  Tangibles are defined as the appearance of
physical facilities, equipment, personal, & written
communication materials. •
 Since services are tangible, customers derive
their perception of service quality by comparing
the tangible associated with these services
provided
 A company should want all their customers to get
a unique positive and never forgetting first hand
impression, this would make them more likely to
return in the future.

5.  Responsiveness is the willingness to help
customers & provide prompt service.
 Responsiveness also captures the notion of
flexibility & ability to customise the service to
customer needs.

6.  This dimension is likely to be particularly
important for services that the customer
perceives as involving high risk and/or about
which they feel uncertain about their ability to
evaluate outcomes.
 Ex., visible evidence of degrees, honours, &
awards and special certification may give a
new customer confidence in a professional
service provider

7.  The empathy Service Quality Dimension refers
to how the company cares and gives
individualized attention to their customers, to
make the customers feeling extra valued and
special.
 The essence of empathy is conveying
thorough personalised or customised service,
that customers are unique & special.

8.  The service marketing mix is also known as
an extended marketing mix and is an integral
part of a service blueprint design. The service
marketing mix consists of 7 P’s as compared
to the 4 P’s of a product marketing mix.
 Services marketing are dominated by the 7 Ps
of marketing namely Product, Price, Place,
Promotion, People, Process and Physical
evidence.

10.  1) Product – The product in service marketing mix is
intangible in nature
 For example – a restaurant blue print will be prepared before
establishing a restaurant business. This service blue print
defines exactly how the product is going to be.
 2) Place – Place in case of services determine where is the
service product going to be located.
 For eg: best place to open a petrol pump
 3) Promotion – Services are easy to be duplicated and hence it
is generally the brand which sets a service apart from its
counterpart
 banks, IT companies place themselves above the rest by
advertising or promotions.

11.  4) Pricing – Pricing in case of services is rather more
difficult than in case of products.
 for eg: in restaurant, pricing is done for food
 5) People – People is one of the elements of service
marketing mix. People define a service.
 For eg: restaurant:chef
 Companies are involved into specially getting their
staff trained in interpersonal skills and customer service
with a focus towards customer satisfaction.

12.  6) Process – Service process is the way in which a
service is delivered to the end customer.
 Eg:McD ,FEDeX
 7) Physical Evidence –to create a better customer
experience tangible elements are also delivered with
the service.
 Eg:restaurant ambience
 Physical evidence is used as a differentiator in service
marketing.
 Eg:private and public hospitals