What is Services Marketing

Services Marketing

Meaning of Services

Services are intangible offerings that provide value to customers. Think about haircuts, banking, education, or transportation.

Unique Characteristics of Services

• Intangibility: You can't touch or see a service like you can a product.
• Inseparability: Services are produced and consumed at the same time.
• Variability: The quality of a service can vary depending on who provides it and when.
• Perishability: Services can't be stored for later use.

7Ps of Service Marketing

In addition to the traditional 4Ps of marketing (product, price, place, promotion), services marketing also considers:

• People: The people who deliver the service are crucial to its success.
• Process: The way the service is delivered impacts customer satisfaction.
• Physical Evidence: The environment where the service is delivered can influence customer perception.

Service Delivery Process

This involves all the steps involved in providing a service to customers, from initial contact to post-service follow-up.