Services Marketing Tools

Service Recovery – Meaning, Strategies and Importance

Service recovery plays an important role in nowadays relationship marketing. Today, many organizations are facing challenges in the area of customer service and service delivery. It has been found that as the cost of attracting a new customer is more expensive than retaining an existing customer, therefore, organizations are striving to build long-term relationship with existing customers. This approach helps the organizations to keep their existing customers higher the loyalty level towards their businesses and also benefit the customers in enjoying a high level of customer service which is provided by the organizations.

What is Service Recovery?

Service failure happens all the time when organizations provide services to the customers.… Read the rest

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How to Use Customer Service as a Competitive Advantage for Small Businesses?

Customer service is the provision of service being provided by the seller to customers before, during and after a purchase of any product. A customer is a person who buys products (goods or services) from a shop or a business organization. Customer service is a series of activities designed to enhance the level of customer satisfaction — that is, the feeling that a product or service has met the customer expectation. It is also the process of assisting another person or persons who buys goods and services from a shop. In order to make the organization effective and productive, all the employees need to develop a positive service attitude towards customers.… Read the rest

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Elements of Service Marketing Mix

The service marketing mix is also known as an extended marketing mix and is an integral part of a service. The service marketing mix consists of 7 P’s as compared to the 4 P’s of a product marketing mix. Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more P’s which are required for optimum service delivery.

  1. Product — The product in service marketing mix is intangible in nature. The product element of the marketing mix includes the tangible good and all of the services that accompany that good to produce the final product.
… Read the rest
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Service Failure and Recovery

Service Failures

Even with the best   service organizations, failures can just happen — they may be due to the service not available when promised, it may be delivered late or too slowly (some times too fast??), the outcome may be incorrect or poorly executed, or employees may be rude or uncaring. All these types of service failures bring about negative experiences. If left unfixed they can result in customers leaving, telling others about the negative experiences or even challenging through consumer courts. Research has shown that resolving the problems effectively has a strong impact on the customer satisfaction, loyalty, and bottom-line performance.… Read the rest

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Services Marketing Triangle

A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Furthermore, service marketing can be defined as the marketing of activities and processes rather than objects. As services are mainly intangible products, they face a host of services marketing problems that are not always adequately solved by traditional goods-related marketing solutions.

Services Marketing Triangle

The services marketing triangle was created to handle the complexity that service marketers face when dealing with intangible products.… Read the rest

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Services Marketing Mix – The 7 P’s of Services Marketing

Marketing mix is the key concept in the marketing task. It is the strategy used to perform marketing functions. Marketing mix is the planned package of elements which will support the organization in reaching its target markets and specific objectives.  The common factor behind all the elements of marketing mix is that they are specific parameters which the marketing manager can exercise some control over, within the constraints of their firm’s resources. For example, the marketing manager can control the type of product to be developed, subject to the firm’s technology, as well as the places it is sold, subject to the firm’s distribution network.… Read the rest

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