“Services are activities, benefits or satisfactions which are offered for sale or are provided in connection with the sale of goods.” – American Marketing Association
Types of Service Marketing
Type # 1. Consumer Services:
The services that offered to consumers for
consumption are known as consumer services. Every individual, in various capacities
enjoy the different services.
They are further classified in to:
i. Food Services:
There are some eating places where in food is
provided for value. The people, now a days are cultivating the habit of out
siding eating. Such public are satisfied by providing the food expected by them
in the places such as – Hotels, Restaurants, Boarding, Canteens, Cafeterias,
Dhabas, Street vendors, Fast-food centres, Parcel Houses, Lunch Houses, etc.
They provide some times special food or
general items. Ex – If hotel is titled as North Indian Dishes, Chinese, South
Indian food means, they provide only those items. The taste and quality of food
depends upon the value / price charged for it. The business centres in cities
have joined with fast-food services such as Gobi Manchurian, Noodles, Butter
Dosa, Pani puri, Bread toast, Specialist. The ‘CBF’ i.e., ‘Cheap, Best and
Fast’ is the policy.
Modern days, celebrations of birthday,
anniversaries, silver-jubilee etc., are well planned and organised in such centres.
ii. Hotels and Motels:
These are places in which lodging and boarding
facility is provided to customers, modern days floating population is
increasing due to expansion in trade and commerce. Commercial centres are
concentrated in some centres only. Hence, people feel it necessary to stay
outside but with all comforts, they expect homely, luxurious services even when
they are out.
Now a days Hotels and Motels have grown up
both in size and quality. A common ordinary lodging with Rs. 50/- per day to a high
of Rs. 5000 ranges are providing the services. The high-profile people such as
– Executives, Govt Officials, film-stars, sportsmen, foreigners, have become
common customers.
iii. Personal Care:
A common feeling in the human mind is to look
young! At any cost nobody wants to identify as senior citizens. Health and mind
are to be maintained properly. Personally, those who intend to be fit,
disciplined, would go for Beauticians, Gymnastics, Yoga, Dry cleaners, Massage
centres, spoken language courses, Cat walking coach centres etc.
iv. Entertainment:
The growth in the level of income has made the
people to seek avenues to spend the same. They search for entertainment centres
such as – Cinema house, Video Centres, Dance Bars, Live Shows clubs, Race,
Horse Riding, Photographic, Birds Watching, Water Parks, Circus, to get free,
relaxed from the routine schedule. All these services are provided in an
organised manner in the modern days. A professional touch has been provided to
these centres.
v. Transportation:
This service has moved from an ordinary auto
services to air-conditioned sleeping coach. Varieties of services of services
are being offered by Rail, Row, and air transportation. Transportation has
become of nerve-system that connects various appointments, objectives; Special
packages are being announced now-a days to take the people to different
destinations. Transportation has become an industry of prime importance.
vi. Communication:
The world has become small due to
communication system. The whole world is connected with internet, phone,
mobile, fax, television, telex, etc. The concept ‘E-World’ speaks about
communication system. Accuracy and speed are the characteristics of modern
communication.
Car, car everywhere but no place them. Cities
are overcrowded with vehicles. Modern car population has made it obligatory to
search a place for them. Therefore, car maintenance, parking, has become
services now-a-days. In cities some buildings are exclusively constructed for
car care parking, the garages, repairs, workshop, also provide for maintenance
of vehicles.
The man’s intention to live long with low
risks has given birth to insurance. Someone should take care of him after he
has gone is the best reason to insure himself, various agencies both Indian and
foreign are competitively providing wide- range of insurance products. Human
life is fully insured from all types of risks. Not only life, the properties
are also insured. ‘Lead a free-life’ is the motto of Insurance services.
Man’s life with money i.e., economic man experts’
certain services. Modern economy is known by its monetary money related
services. Everyone needs Banking, Salary, Cash transfers, Instalment purchases,
Investment’s advices, maintaining cash, wise channelisation all these comes
within the limits of financial services. A vast group of banks such as
commercial, cooperative, nationalised, scheduled are continuously rendering
number of services. They are known for their services style i.e., 24 /7. Twenty-four
hours a day and Seven days a week.
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