Classification Of

services
To develop ways of analyzing services that
can highlight the characteristics shared by
seemingly different services and at the same
time, help understand the implications for
marketing management.
 Classification-Terms
 Convenience, shopping, speciality-ATM,
Package holidays, Difficult legal case
 Durability- Frequency of use-Lunch, hair cut,
a visit to a dentist, painting home
 Consumer goods/ Industrial goods- Purchasing
a computer for personal use
 Categorizing Service process
1. What is the nature of service activity?
 Customer involvement in production process

 Evaluation of service process

2. At whom/what, the activity is directed?

3. Is the activity Tangible or Intangible?
What do you mean by process?
 Tangible action to people’s body- People
Processing
 Tangible action to goods- Possession Processing

 Intangible Action at peoples’ mind- Mental

Stimuli Process
 Intangible Action at Intangible assets-
Information Process
 Understanding the nature of service Act
What is the nature of Who/What is the direct recipient of the service?
activity?

People Possessions
Tangible Services directed at Services directed at
peoples’ body Possession
Passenger Laundry
transportation Lawn care
Health care Repairs and
maintenance

Intangible Services directed at Services directed at

peoples’ mind intangible assets
Advertising Banking

Radio Legal services

 People Processing
 Peoples’ cooperation

 Spending time, taking effort;

 Process and output in terms of what happens to

customers – identify what benefits are created

 To identify some of the non- financial costs.

 Possession Processing
 Customer’s involvement is limited

 The output in such cases should be a

satisfactory solution to a stated problem or
some physical enhancement of the item
 Mental Stimuli Process
 Power to shape attitude and influence behavior

 Investment of time- customer’s

 Different from people processing

 Use of modern technology

 Information Process
 Technology
 Person
 Use of reports, letters, books
 Insurance policy
 Face to face or technology
 Additional Classification
 Method of service delivery- Customer, provider, arms
length
 Nature of demand for the service relating to supply-
fluctuations
 Attributes of service experience- people, equipment,
facilities
 Customization and Judgment in service delivery
 Relationship with customers- formal/ discrete
 Issues related to SSM
 Customer Involvement
 People as part of the product
 Identifying service benefit
 Design of the service factory
 Alternative channels for service delivery
 Use of information technology
 Balancing supply and demand