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` Service line length
`
Service line modernization` Service line featuring
` Service line pruning
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Service Line Length
four strategies adopted are:
` Down market stretch
` Up market stretch
` Two way stretch
` Service line filling
Service line modernization
Service firms need to modernize the service lines
continuously
adapting themselves to the changing environment.
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Service line featuring
Companies may select one or two service packages of
a service line, which are capable of creating demand
for themselves as well as the other service packages
on the line.
Service line pruning
When a service reaches the decline stage in its life
cycle and becomes a loss making one, management
has to take a decision to drop such a service from theline.
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1. Research your competition, paying particular attention to
the
product service mix that they provide.
2. Survey customers by offering them an incentive to
complete
a quick questionnaire either at your place of business or
online.3. Develop an approach to integrating your products
and
services in a unique way that meets the needs of your
customers and exceeds the standards created by your
competitors.
4. Design a marketing plan that communicates to customers
the
details of the product service mix that your company
provides, emphasizing the features that make it unique.
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Basic Service Package(BSP)
` Quality and composition of facilitating services
` Quality and composition of supporting services
A
ccessibility` The number of contact personnel
` Office hours
` Tome taken to perform tasks
` Location of the outlet` Tools equipment and documents
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Interaction Customer perception
Physical and technical Customer knowledge
resources Ability Systems Willingness
Employees Information
Other customers support
Tangibles Service Personnel Interior Competence
Exterior Courtesy
Tools Credibility
Equipment Reliability Furniture,etc Responsiveness
Communication
Empathy
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Service Channel Service Image
Choice Corporate Image
Coverage Local ImageExpertise
Performance
Service Recovery
Time
Empathy
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` .. a name, term, sign, symbol or design, ora combination of
them, which is intended to
identify the goods and services of one seller orgroup of sellers
and to differentiate them fromthose of their competitors
American Marketing
Association
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` Provides corporate identity and recognition.
` Provides an opportunity to distinguish the
competitive products.
` Helps customers to develop value perceptions.
` Helps in developing customer relationships.
`New service offers get quick response.
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