Slide 1: Presented BY
Ravi Garg Classification of Services Slide 2: “Any activity or benefit that one party can offer to another that is essentially intangible & does not result in the ownership of anything. It’s production may or may not be tied up to a physical product.” Services Slide 3: Services Vs Goods Slide 4: Characteristics of Services Slide 5: Classification of Services It is required to design & apply marketing techniques to completely satisfy the customer & increase profits & identify new emerging services.
Classifications can be done on following basis:
Classification by Industry
Classification by Target Effect
Skill level of service provider (Professional/ Nonprofessional)
Labor intensiveness (People-based/Equipment-based)
Degree of customer contact (High / Low)
Goal of the service provider (Profit /Nonprofit) Slide 6: Classification By Industry Entertainment industry
Finance & Insurance
Trading Slide 7: Classification By Target Effect Based on Degree Of Customer Involvement: ( Lovelock)
People Processing: Services aimed at physical care e.g. Healthcare, clinics, restaurant, hospitals, hair stylists, fitness centers
Mental Stimulus Processing: Services aimed at mind of customer e.g. Education, information, entertainment, consulting, psychotherapy
Possession Processing: Services aimed at physical possession & tangible assets e.g. repair & maintenance, laundry, repair services, landscaping, house cleaning services
Information Processing : Services for intangible assets e.g. Banking, legal consultation, brokerage, financial services. Slide 8: Skill level of service provider Teacher
Accountant Slide 9: Labor intensiveness Mechanic
Artisan Slide 10: Degree of customer contact High Degree (Every day) – TV channels, mobile etc.
Moderate Degree (Regular) – Teacher, Barber, washer man etc.
Low Degree ( Occasional ) – Priest, Doctors etc.