Insights about Service Marketing

Business activities abound each day and unknown to many consumers, thousands of operations occur before they get to see the product, buy and consume it. In the physical distribution aspect or logistics for instance, series of servicing activities are performed.

The dynamic nature of marketing consists a common practice to achieve organizational objectives which is rendering of service as a function associated with the selling of goods and as the main product offered to customers. Buying an equipment or home appliance with seller’s assistance to assemble it is a form of “extended product” i.e. a service is being rendered to customers for buying the product. While it is true that product includes services, marketing of the former is a lot different and pretty well challenging. Banking, health care, transportation and education among others belong to the service industry with products so unique and tailored suit for customer satisfaction.

As one of the learners of marketing, here's a couple of things I would like to share.

·         Service Marketing is the fastest growing segment of the economy to date. Much of our attention and even in business education has been given to tangible goods. Reading the materials about service marketing reminded me once again of its impact to businesses and consumers alike. The subject is not simply part of the curriculum which I think should be included because of its relevance to every business transactions and customer satisfaction. Glad that courses on service management are now offered in some universities to meet this growing need for a comprehensive knowledge about the subject and make use of it to satisfy customers.

·         The distinctive characteristics of services make it a very challenging business undertaking. Moreover, these factors put to test marketing managers’ innovative ideas to meet customer needs. Intangibility for instance makes service quite difficult to sell because customers don’t see, feel, taste and smell before paying for it. It is then the task of the managers to convey exactly the message about the company’s offer. This can be done by using visual presentations featuring the impressive tangible aspects of the facilities, accommodating sales personnel and the benefits derived from the service.

·         Customer satisfaction is hardly achieved because customers have different preferences. Service then should be highly customized and tailored suit to meet customer expectations. What makes it more challenging is that one unhappy customer results to losses in the long term because others won’t be willing to try the service based on the experience of the previous customer. 

Posted in: Teaching Profession