1. Service Marketing:
7P’s, Thailand Cases and STP
Gumporn Suwannachim(Will)
Head of International Business,RMUTP
gumporn.s@rmutp.ac.th
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2. RMUTP
• Located in Central of BKK(5 campuses)
• Hand-On experience
• Graduate level(Business,HomeEco, MCT)
• International Business Major(English Program)
4. Visiting Instructor
• Teaching Service Marketing at BSP.
• Data Collection(Research).
• Explore BSP faculties’ interest in Research
Collaboration.
• Inviting BSP Faculties and Student to RMUTP
5. Collaboration
• Faculties and Student Exchange Program
• Joint Degree in International Business
Major(BSP Diploma+2.5 years)
• Internship@Bali and BKK
• Scholarship
8. Thailand
• is an independent country that lies in the heart
of Southeast Asia.
• Population is Thai(major),Chinese and Malay.
• Tourist Destination.
36. Traditional Marketing Mix
ll elements within the control of the firm that
A
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
37. Expanded Mix for Services –The 7 Ps
Product
Price
Place
Promotion
People
All human actors who play a part in service delivery and thus influence the buyer’s
perceptions: namely, the firm’s personnel, the customer, and other customers in the service
environment.
Physical Evidence
The environment in which the service is delivered and where the firm and customer interact,
and any tangible components that facilitate performance or communication of the service.
Process
The actual procedures, mechanisms, and flow of activities by which the service is delivered—
the service delivery and operating systems.
51. 'Thailand Tourism Product Packaging'
• haracteristics in short as follow;
C
• ) Time saving
1
• ) Ease of purchase
2
• ) All products services related to area of
3
interest
• ) Less price risk
4
52. • For issue number 1:Time Saving
It should be related to channels available(Distribution
Channel) to offer tourists more convenience by
reducing the amount of time(Time Consuming) so,
they do not have to spend time searching what city
has offered.
• The samples of this issue should be various advertising
and channel accessibility i.e. brochures, in-flight
magazines, websites, pamphlets, ete.
56. For issue number 2 : Ease of purchase
• With one single purchase, everything tourists need for
their visit is provided, including hotels and attractions.
• Also, use words and images to convey the product's
benefits help consumers to make the purchase
decision.
• The samples of this issue should be Hotel packages
offering (Like One stop service) i.e. buy 3 days 2
nights get free scuba diving and city tour.
58. For issue number 3 : All products services
related to area of interest.
• Attractions, food,and other activities related to
specific interest i.e. history or sports.
• The samples of this issue should be special activitiy
offering for special interest i.e. develop a package that
allow couples to have wedding in underwater or a
romantic historic setting, Spa vacation package, Hiking
trekking and nature tour, Golf vacation package,
Culture History (Songkran/ Loy Krathong/ 9 lucky
BKK temples tour)
65. • Why People do
• (and Do not)complaint
A variety of negative emotion can occur following a
service failure:
• nger,discontent, disappointment,self-pity, and anxiety
a
• any customers are very passive about their
M
dissatisfaction, simply saying or doing nothing(emotion-
focused coping).
What are they going to do with Service online
72. Type of Complainers
• Passive
• least likely to take any action, and unlikely to
say anything to the provider.
• less likely than others to spread negative
word of mouth, and unlikely to complain to a
third party.
• Sometimes their personal values or norms
argue against complaining.
73. Type of Complainers
• Voicers
• These customers should be viewed as the service’s
provider best friends!
• They are actively complain to the service provider,
but less likely to spread negative word of mouth, or
to go to third parties with their compliant.
• Give company second chance because they believe
complaining has social benefits for the company as
they voice their opinions.
74. Type of Complainers
• Irates(Furious customer)
• angry with the service provider.
• believe that complaining to the provider can have
social benefits
• engage in negative word-of-mouth communication
with friends and relatives and to switch providers.
• Less likely to give second chance to service
provider.
75. Type of Complainers
• Activists
• complain to the provider, they will tell others,
and more likely they complain to third parties.
• Complain fit they personal norms.
• They have a very optimistic sense of the
potential positive consequence of all type of
complaining
