Service Quality Dimensions
Service Quality Dimension of SriLankan Airlines
Service Marketing
(MKT 3113)
Individual Assignment
Department of Marketing Management
Faculty of Commerce & Management
Eastern University,
Sri Lanka
B.Sarangan
EU/IS/2007/MS/65
Index No: - MS 885
Contents Introduction to Services Marketing 02 Specific Characteristics of Services 02 7 Ps of Services Marketing 02 Service Quality 04 Dimensions of Service Quality 04 5 Dimensions of Service Quality 05 SriLankan Airlines 06 Introduction to SriLankan Airlines 06 Service Quality Dimensions of SriLankan Airlines 06 Reliability 06
Responsiveness 06 Assurance 07 Empathy 07 Tangibles 08 References 09
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
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
Service Marketing
(MKT 3113)
Individual Assignment
Department of Marketing Management
Faculty of Commerce & Management
Eastern University,
Sri Lanka
B.Sarangan
EU/IS/2007/MS/65
Index No: - MS 885
Contents Introduction to Services Marketing 02 Specific Characteristics of Services 02 7 Ps of Services Marketing 02 Service Quality 04 Dimensions of Service Quality 04 5 Dimensions of Service Quality 05 SriLankan Airlines 06 Introduction to SriLankan Airlines 06 Service Quality Dimensions of SriLankan Airlines 06 Reliability 06
Responsiveness 06 Assurance 07 Empathy 07 Tangibles 08 References 09
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
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
References: Kotler P & Armstrong G, Principles of Marketing, 2002 http://www.bukisa.com/articles/289284_the-importance-of-the-dimensions-of-service-quality http://www.serviceperformance.com/articles/33_Five_Service_Dimensions.php http://www.srilankan.lk/