SBI Services Marketing Project PGEXP13

Topics: Marketing, Bank, Service system Pages: 43 (11342 words) Published: December 21, 2014

SERVICES MARKETING PROJECT
ON
STATE BANK OF INDIA

SUBMITTED BY
SHAMBHU MANDAL PGEXP/082

Contents
1. Project Details…………………………………………………………………………1 2. Contents ………………………………………………………………………….…...2 3. Introduction …………………………………………………………………….……..3 3.1 Service……………………………………………………………………………..3 3.2 Service Marketing…...…………………………………………………………….8 3.3 Service Marketing Mix……………………………………………………………8 3.4 Service Quality…………………………………………………………………...15 3.5 Gaps Models Of Service Quality………………………………………………...19 4. Banking In India……………………………………………………………………..26 4.1 Role Of Banks In Indian Economy………………………………………………28 4.2 Classification Of Banks In India…………………………………………………29 4.3 Bank Services In India………………………………………………...…………30 5. State Bank Of India Corporate Profile……………………………………………….35 6. Customer Expectations……………………………………………………………….38 7. Consumer Buying Behaviour……………………………….………………………..40 8. Industry & SWOT Analysis………………………………………………………….41 9. Market Offering Viz Marketing Mix & Brand Positioning………………………….43 9.1 Product/Service………………………………………………………………......43 9.2 Price………………………………………………………………………………46 9.3 Place……………………………………………………………………………...49 9.4 Promotion………………………………………………………………………...49 9.5 Physical Evidence………………………………………………………………..49 9.6 Process……………………………………………………………………………51 9.7 People…………………………………………………………………………….52 10. Demand & Capacity Management…………………………………………………...53 11. Conclusions…………………………………………………………………………..54 12. Recommendations…………………………………………………………………....54

3. INTRODUCTION
3.1.Service
A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes. A person could go to a café one day and have excellent service, and then return the next day and have a poor experience. According to Irons, (1997:12) pure services are intangible but they do usually add value to, or make available, a tangible product. They do not result in transfer of ownership and may leave only memories. Zeithaml and Bitner (1996) claim that in the simplest terms services are deeds, processes, and performances. Their broader definition states that services include all economic activities whose output is not a physical product, is generally consumed at the time it is produced, and provides added value in forms that are essentially intangible concerns of the purchaser. Kotler (1996) defines service as an activity that one party offers another that is essential intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Characteristics of Services

There are five characteristics to a service which will be discussed below. 1. Lack of ownership.
You cannot own and store a service like you can a product. Services are used or hired for a period of time. For example when buying a ticket to the USA the service lasts maybe 9 hours each way , but consumers want and expect excellent service for that time. Because you can measure the duration of the service consumers become more demanding of it. 2. Intangibility

You cannot hold or touch a service unlike a product. In saying that although services are intangible the experience consumers obtain from the service has an impact on how they will perceive it. What do consumers perceive from customer service? the location, and the inner presentation of where they are purchasing the service?.

3. Inseparability
Services cannot be separated from the service providers. A product when produced can be taken away from the producer. However a service is produced at or near the point of purchase. Take visiting a restaurant, you...
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