Service Quality Definition In Marketing. Service marketing refers to the application of a different set of tactics or strategies to anticipate the consumer’s need for an intangible product.and thus, meet their requirements accordingly, to create maximum value for them from their purchase. Particularly, the concept of service quality has been extensively studied in the last two.
Introduction to the concept service is an act or performance that one party can offers to another that is essentially intangible and does not result in transfer of ownership (philip kotler and others, marketing management, 13th edition, pearson) service quality can be defined as the difference between customer expectation for service. It reflects at each service encounter. Bolton and drew argued that while service quality is an overall attitude towards a service firm, customer satisfaction is specific to an individual service.
As already discussed, services are inherently intangible, are consumed simultaneously at the time of their production, cannot be stored, saved or resold once they have been used and service offerings are unique and cannot be exactly repeated even by the same service provider.
Quality is price quality is the price consumers are willing to pay for a product or service. Marketing services is different from marketing goods because of the unique characteristics of services namely, intangibility, heterogeneity, perishabilÂity and inseparability. The gap model of service quality (aka the customer service gap model or the 5 gap model) is a framework which can help us to understand customer satisfaction. It might not be linked to the actual product but is more skewed towards the brand image, customer experience with the brand and its other products, peer opinions, etc.