1. Today’s Agenda Course Plan Review Why Study Services?
Gap Model – Structure of the Course

2. Why Study Services Marketing?
Services dominate the global economy
Most new jobs are generated by services
Understanding services offer personal competitive advantage

3. Why Study Services Marketing?
While we live in a service driven economy most business schools continue to teach marketing from a manufacturing perspective
Services Dominate the Economy in Most Nations –
Nepal
GDP - composition by sector
agriculture: 36.8%
industry: 14.5%
services: 48.7% (2014 est.) US
GDP - composition by sector
agriculture: 1.12%
industry: 19.1%
services: 79.7% (2014 est.)

4. Why Study Services Marketing?
Most New Jobs are Generated by Services
Since the service sector is growing so rapidly in virtually all countries around the world, new job creation comes mainly from services
Some of the fastest growth is expected in knowledge-based industries – such as professional and business services, education and health services.

5. Why Study Services Marketing?
Understanding Services Offer a Personal Competitive Advantage
The probability is high that you’ll spend most of your working life in service organizations (or as a volunteer or board member in non-profit organization) so in-depth understanding of the subject will give you a personal competitive advantage.
May be the knowledge gained from studying this book will even stimulate you to think about STARTING YOUR OWN SERVICE BUSINESS
Products today have a higher service component than in previous decades. This is referred to as the servitization of products.

6. The Gaps Model of Service Quality

7. The Gaps Model of Service Quality
The Customer Gap
The Provider Gaps:
Gap 1 – The Listening Gap
not knowing what customers expect
Gap 2 – The Design and Standards Gap
not having the right service designs and standards
Gap 3 – The Performance Gap
not delivering to service standards
Gap 4 – The Communication Gap
not matching performance to promises
Putting It All Together: Closing the Gaps

8. The Customer Gap

9. Key Factors Leading to the Customer Gap
Customer Expectations
Customer
Perceptions

10. Company Perceptions of Consumer Expectations
Provider Gap 1
CUSTOMER
Expected Service
Perceived Service
COMPANY
Gap 1:
The Listening Gap
Company Perceptions of Consumer Expectations

11. Key Factors Leading to Provider Gap 1

12. Provider Gap 2 CUSTOMER COMPANY Customer-Driven
Service Designs and Standards
Gap 2: The Design and Standards Gap
Company Perceptions of Consumer Expectations

13. Key Factors Leading to Provider Gap 2

14. Service Designs and Standards
Provider Gap 3
CUSTOMER
Service Delivery
COMPANY
Gap 3: The Performance Gap
Customer-Driven
Service Designs and Standards

15. Key Factors Leading to Provider Gap 3

16. Gap 4: The Communication Gap External Communications to Customers
Provider Gap 4
CUSTOMER
Gap 4: The Communication Gap
External Communications to Customers
COMPANY
Service Delivery

17. Key Factors Leading to Provider Gap 4

18. Gaps Model of Service Quality

19. Five Questions to Think Over for Next Class Discussion
Is Nepal already in the service economy? Yes or No Justify your answer with data.
Do you normally consider the service of private institutions in Nepal good or bad? What is the reason behind it?
What is your service experience with the public institution of Nepal? Why things are happening that way?
What to you think about Nepali service culture? Can service culture be taught, if yes how? Think from organizational perspective and our general life perspective.
Can service be the differentiating factor in an organization? What is its contribution in brand building?
Do proper research to answer these questions, substantiate with data and examples. Don’t give random answers.

20. Thank you!