Service Quality Dimensions

Topics: Sri Lanka, Customer service, Marketing Pages: 11 (2612 words) Published: March 21, 2011
Service Quality Dimension of SriLankan Airlines

Service Marketing
(MKT 3113)

Individual Assignment

Department of Marketing Management
Faculty of Commerce & Management
Eastern University,
Sri Lanka

Index No: - MS 885


Introduction to Services Marketing02
Specific Characteristics of Services02
7 Ps of Services Marketing02
Service Quality04
Dimensions of Service Quality04
5 Dimensions of Service Quality05

SriLankan Airlines06
Introduction to SriLankan Airlines06
Service Quality Dimensions of SriLankan Airlines06
Reliability 06

Responsiveness 06

Introduction to Services Marketing
Activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.

Specific Characteristics of Services

7 Ps of Services Marketing

Marketing services is different from marketing goods, and the marketing tools and practices developed for goods marketing are often not directly transferable to the marketing of services. There are several major differences, including: * The buyer purchases are intangible

* The service may be based on the reputation of a single person * It's more difficult to compare the quality of similar services * The buyer cannot return the service
4 P's product promotion placement and price
The differences have resulted in a divergence in the education of services marketing versus regular marketing. Apart from the traditional "4 P's," Product, Price, Place, Promotion, there are three additional "P's" consisting of People, Physical evidence, and Process.


Product refers to the creation of a service concept that will offer value to target customers and satisfy their needs better than competing alternatives. This consists of a core product that responds to the customer primary need and an array of supplementary service elements that are mutually reinforcing value-added enhancements that help customers to use the core product more effectively. Place and time

 These involve physical or electronic channels such as banks now offer customers a choice of distribution channels including visiting a branch, using a network of ATMS, doing business by phone or conducting them over the Internet. Price and other user outlays

These are crucial as well. To determine if a particular service is “worth it”, customers go beyond monetary considerations and assess the outlays of their time and effort. Thus, service marketers must set prices that target customers are willing and able to pay and minimize other burdensome outlays that are incurred. These may include additional monetary expense in traveling, time expenditures, unwanted mental and physical effort and exposure to negative sensory experiences. Promotion

Promotion in services marketing is also educational in nature, especially for new customers. Suppliers need to teach these customers about the benefits of the service, where and when to obtain it, and how to participate in service processes to get the best results. This can be delivered via individuals such as salespeople, at websites, on display screens in self-service equipment and through a variety of advertising media. Process

The process of delivering the service is very often as important as the function of the service. Operational inputs and outputs can vary widely due to the lack of inventory and real time interaction involved. Nonetheless, variability can be reduced through careful design of the customer service process, adopting standardized procedures, implementing rigorous management of service quality, high standards of training, and automation. Furthermore, customers are often involved in co-production as partial employees through self-service, telecommunications and the Internet. Physical environment...

References: Kotler P & Armstrong G, Principles of Marketing, 2002
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