Abstract
Service marketing applies strategies that are aimed at selling other things not considered as physical products. These things comprise personal services such as medical insurance and other treatments, hiring of spaces and cars, dance classes, and other experiences. The methods used to communicate such services to catch the customers’ attention are legible and include promoting the product, advertising, offering content information, and various marketing resources. Almost all organizations that offer services of all kinds apply service-marketing strategies. The service marketing strategies can take two forms; providing services to individuals and providing services to other organizations (“Services marketing/ What is services marketing,?”). The business-to-customer strategy is the most common and is preferred by organizations that offer service to individuals. Companies that sell the services to individuals do lots of research about consumer behavior and generate advertisements that attract targeted demographics. This strategy allows companies to narrow the concentration effort and focus on specific areas. For instance, a business that offers dancing services will apply service marketing strategies to gather information about the people interested in dancing and come up with appealing advertising materials and promotions geared towards such guys’ attention. The services are intangible, but the benefits one gets from them are tangible like that one gets from life assurance policy cover (Gronroos, 1978).
A Report on Service Marketing As Opposed To Product Marketing
Role Of Technology In Service Delivery The technology keeps on advancing, so the marketing strategy in the ever-competitive business environments worldwide. Technology brings a lot of changes in the manner at which managers perform in their organizations. Business research gets a direct impact from technology advances, especially on service marketing, as it comes with new ways of doing research. The information technological advances improve service delivery and communication relationships in an economy. The future of service marketing largely relies on advances in technology. As a result, it will improve communication, storage, and processing of data about consumers.
Technology plays an important role in service marketing and service delivery. The internet offers an easy strategy for marketing among companies (Foxall, 2013). You can easily access the service by using cell phones or car maps that direct you to specific locations. The bill paying, order tracking, access to information, and checking account data is the facilitation of technology. There have been new ways of delivering services preferred by large organizations, such as establishing centralized call centers or websites that deliver medical care information. Technology also bridges the gap between companies and customers. The online financial services provided by the companies facilitate better service. The service delivery becomes more effective when using self-service technologies. The sales support welfare help frontline employees in better service delivery. Indeed technology has also rationalized costs and improved customer expectations.
- Role Of Family In Children Attitude
Research shows that the children’s attitude towards a certain brand depends on two things; Influence from parents and communication within the family. Mothers and fathers have different impacts on their children’s preferences and attitudes towards certain brands. Gender preferences depend on the influence of the mother more than from the father (Ndubis, 2012). Therefore while promoting a service, such factors must be considered to reach a wide target. The frontline service jobs affect the genders differently; various sources indicate that the effects of stress on customer-contact exist among employees in an organization. Gender plays an important role in the relationships between self-efficacy and job satisfaction. The other thing that plays a big role in the manner in which gender moderates service industry relationships is the cultural norms (Karatepe & Karadas, 2016).
- Effective Ways of Marketing a Service
Marketing a product is easier than a marketing service because of the intangible nature of services. Therefore, it is important to create a great customer experience when selling services effectively. The experience the customer will get has an impact on the service’s perception that may ease your prospect. Creating confidence in your service to solve problems among your prospects is important (Xing, 2016). The seller’s reputation can make or break the company depending on the services on offer. It is important to note that a service cannot be returned once sold; therefore, the sellers must ensure that the service meets the customer expectations. Offering superior services makes your customers happy and loyal.
The way you handle people will directly affect the consumption of the services. Research shows that people add value to how the service is offered. Therefore, it is crucial to evaluate your service team to ensure your customers get the best out of your services. Communication and physical evidence are important, and making sure of doing enough is great. The procedures of activities that flow on your company are important strategies in marketing your services and must be kept running smoothly.
It is important to do successful promotion and balance the pricing models and your customer perceptions. Making efforts to stay in touch with loyal clientele is important, and protocols of emails or calls can do it (Foxall, 2013). Every customer feels great to be remembered and never wants to be offended, and you should determine how you communicate with them. Courteous customer care service will build a significant rapport. The use of social networks such as Facebook and Twitter are appropriate in reaching more customers. Taking time to respond to customer questions, and updating them will improve customer satisfaction.
Using business cards is a fruitful means of marketing your services. Leaving such cards with other businesses can see you reach many clients. Being polite and kind to neighbors will improve their competitive advantage. Respecting other businesses can easily ensure that you share the clients through joint connections.
Aiming at being featured in dailies and news outlets provides free advertising for service businesses. When doing donations to the community will affirm that you are sincere and believe in your cause. Another thing that will ensure effective service marketing is the value of your services. Offering high-quality services while maintaining profits is a great way. Normally people will be attracted to services perceived as good and pocket friendly.
Finally, service marketing experiences several problems as compared to actual service providers. The ability to separate production and consumption is important. The service concept addresses the aspect of marketing services accurately and providing better quality in service delivery. The gap between the management and consumer perception arises when there is less perception about the consumer by the management. This happens when market research is poorly done and interpreted. The audience expectations need to be addressed through proper listening and focus on demand (Rust & Huang, 2012) . There should be proper planning procedures and commitment to management to bridge these gaps in perception. In cases of a new service development process, there should be a proper service design that will lead to matched demand and supply. The service delivery and the quality specification gap can arise when the personnel is poorly trained and unable to meet the minimum standard needed. This can result due to insufficient human resources during poor hiring and recruitment processes. In conclusion, applying servicescape to create great experiences in the service quality model makes customers and employees happy.
