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Introduction 1

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Introduction 1

Uploaded by

BALAKRISHNAN
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to Module 1

UNDERSTANDING THE NATURE OF SERVICES


In the recent past, the services have got major attention from daily human personal
needs to other industries like manufacturing. This module discusses the role of
services in the nation’s economy, evolution of services and drivers of growth of
service sector in the first lecture. Each service exhibits distinctive characteristics,
which makes services different from goods. This distinction is discussed with the
help of presenting nature of services, distinctive characteristics of services and
finally describing the services as a service package in lecture 2. Service sector is
comprised of various industries which are diverse in the terms of labour
requirement, investment requirements and many other aspects. The labor
requirement, for example, ranges from a hair salon service with few employees to
airline industry with huge number of employee base. A big multi-speciality
hospital is more capital intensive service industry than a small doctor’s clinic
dealing with single specialty. In spite of such diversity certain service industries
share some similar features which can be capitalized to implement common
marketing and service strategies. Lecture 3 discusses various classifications, which
help in categorizing different service industries under common category.

• Lecture 1 - Introduction and Imperatives of Services

• Lecture 2 - Nature and Characteristics of Services

• Lecture 3 - Classification of Services and Analyzing


Service Operations

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