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What is Service Marketing? Characteristics and Types

Vrinda Mathur
Jul 19, 2023

There is a noteworthy increase in service startups these days. Businesses of all sizes are shifting to a service-oriented marketing strategy.

The emergence of a thriving service industry has resulted in a shrinking of the distinctions between commodities and services. For many firms, commodities and services are inextricably linked. Even for organizations that focus solely on the manufacturing of goods, services are an essential component of their business operations. The easy part for businesses is creating a service; the more difficult part is marketing the service. How would you characterize your service marketing strategy? How do you promote your service-based company?

This blog will teach you everything you need to know about service marketing, including practical suggestions and strategies.

What is Service Marketing?

Intangibility, perishability, heterogeneity, and inseparability are all features of service marketing. There are numerous distinctions between service marketing and general marketing. In general, perceived value is the driving reason behind the channelization of service marketing.

The buyer's primary motivation is to examine the outcome of the services. The competency of the service supplier is unimportant. For example, both technical tools and specialists can be used to optimize an internet advertising strategy. If the results obtained utilizing both are the same, this is referred to as "online advertising optimization."

As a result, we can argue that "value" explains service marketing. This entails establishing a positive interaction with your customers and earning their trust.

This marketing strategy is applicable to both B2B (business to business) and B2C (business to customer) services. Service marketing is used to drive firms in the following industries:

Hospitality,
Telecommunications,
Tourism,
Entertainment,
Financial Services,
Health Care Services,
Professional Services

Service marketing is a high-level sort of marketing that requires you to establish a high level of trust with your target audience. Building your consumers' trust in your services makes them more ready to sign the contract since they believe you have the essential skills to deliver the promised service value.

Unlike a one-time transaction involving product sales, service marketing is a notion that necessitates high-level human connection.

Characteristics of Service Marketing

Since some services required different tactics, service marketing arose as a distinct subject of study. Before they can be researched as a separate entity, these services must have some characteristics. Let us examine some of these peculiarities:

Intangibles are services.

Customers can only experience services, not test, keep, or use actual things. The purchase of a service is contingent on the customer's knowledge and comprehension of what the company has to offer. Because the selection is not focused on appearances or other physical criteria, a potential customer can take their time examining the numerous service possibilities before selecting one.

Heterogeneity:

Services entail a variety of processes that are subject to human variation and are provided by specific persons. Because services vary in substance and quality, some clients want highly customized services. Variability suggests that you are willing to accept fewer possibilities to regularize service delivery.

Performance is related to services:

The higher the quality of service, the more likely the firm will succeed. A wonderful example of a performance-related service is the hospitality business. A good restaurant experience is likely to result in repeat business, but a bad experience may result in customer loss.

Expendability:

Service performances, unlike physical assets, are transient (they cannot be stored or counted). Perishability indicates that demand is subject to wide swings. There is no inventory to function as a bridge between demand and supply, and dormant services cannot be retained.

Services are inseparable from providers:

A user does not take the service away from the supplier, but rather uses it. The service is maintained by the provider, and it is continuously given to other consumers. As a result, providers are essential to the supply of a service.

The prices of services vary:

A tangible product is normally the same price for every buyer, whereas the price of a service can vary. The cost of a plumber's repair might vary depending on the job's complexity, the amount of time required to finish the work, and the materials utilized. The more complicated the project, the more changeable the pricing.

Transfer of No-Ownership:

In service marketing, people receive the service but do not own it. Product ownership can be transferred in product marketing, but not in service. For example, a taxi user may pay a particular amount to the taxi driver, but this does not imply that he gains ownership of the cab just by paying that amount. As a result, service fees are paid here.

Also Read | What is Service Marketing? Features and Types

Types of Service Marketing:

Service marketing can be classified into three types: internal, external, and interactive. They are described below:

Types of Service Marketing

Types of Service Marketing

Marketing for Internal Services:

Internal service marketing refers to the promotion of services within an organization, specifically between the corporation and its employees. It focuses on personnel development and training in order to boost service productivity. It thinks that employees are the most important factor in promoting service activities, and that they should be well-treated and properly taught to handle clients.

Such businesses also decentralize power to their employees, allowing them to make their own decisions. Giving them decision-making authority would strengthen their loyalty and make them take responsibility for their actions.

Marketing of External Services:

Business-to-consumer (B2C) service marketing is another term for it. The company promotes its goods to the target markets here. To provide satisfaction and generate value, the company can employ a variety of marketing strategies to attract customers and provide its offering. As a result of the increased rivalry, the company should focus on strengthening its offering.

External marketing is a broad category of marketing that businesses use to enhance sales and brand exposure. It includes all of the activities that businesses typically engage in with their customers. External marketing includes sales promotion, personal selling, direct sales, offers, and direct marketing.

Marketing of Interactive Services:

Simply said, it refers to the combination of internal and external service marketing. It emphasizes the importance of staff interacting with consumers while serving them. Employees should engage and treat customers effectively, keep commitments, provide customer happiness and value, and ultimately contribute to the company's goals.

Interaction between your company's staff and customers constitutes interactive marketing. It happens in shop stalls, bank customer service counters, hotels, restaurants, and any other site where employees and consumers interact. Interaction marketing promotes consumer decision-making because the client requires assistance in making a decision, and your company's personnel assist him in doing so. If the representative delivers good and valuable information on what clients are seeking for, the conversion rate will rise.

Also Read | Business Market: Types, Characteristics & Examples

What is the Service Marketing Mix?

The service marketing mix, often known as an expanded marketing mix, is an essential component of the design of a service plan. The service marketing mix has seven Ps as opposed to four in the product marketing mix. Simply said, the service marketing mix considers the service to be a product in and of itself. It does, however, introduce three more P's that are essential for optimal service delivery.

The service marketing mix, often known as the extended marketing mix, is an important component of the design of a service plan. This marketing mix consists of the seven Ps. Let's go over them in greater depth:

Product:

Your core product is a solution that meets your consumers' needs. This section should include a list of your service's primary qualities, both on their own and in comparison to other suppliers. These characteristics will serve as the cornerstone for your service marketing strategy. These could range from design, technology, and user experience to security.

Place:

Location In the case of services, the location determines where the service product will be located. Petrol stations are best placed along roads or in cities. A location with low traffic is not a good location for a petrol station. Similarly, a software company will fare better in a city or in the middle of nowhere than in a town or in the middle of nowhere.

Price:

While pricing has an impact on both customer retention and customer satisfaction, the price of a product is a significant decision in this regard. To correctly target your consumers, you should understand their price sensitivity range (as well as the pricing your competitors are giving). While pricing is often regarded as an indicator of general quality, intangible services place greater emphasis on price. When you charge a fee for your services, you are effectively pricing happiness. Product line pricing, economy pricing, and penetration pricing are all prominent pricing strategies employed by service providers.

Physical proof:

We've already said that you've kept previous pledges and have neutral evidence to back up your claims. This contributes to the development of trust. All physical aspects involved in the service delivery, from the physical location to all items or objects that have a role in providing information about the service, are considered physical evidence.

Promotion:

Promotion relates to positioning, such as locating your internet presence in the most appropriate location to reach clients. Your "what" is refined further with the use of positioning. For instance, what type of adverts or content you will run (Adwords or Facebook) and what type of messaging you would employ.

People:

The focus of service marketing is on the people. Your credibility and the success of your service are dependent on your ability to build trust with your clients. Time and effort are required for successful client relationships. The way your customers will judge your service is partially dependent on how well you define your communication systems, so pay particular attention to this step.

Process:

And, as you are aware, service marketing is about more than simply the finished product. Process-centric standards aid in the establishment of your brand as one of dependability and consistency, ensuring that clients' expectations are met. How do you handle customer service? All of these procedures must be rigorously managed in order to provide a consistent client experience.

Conclusion

To summarize, service marketing is a method for a corporation to promote intangible, non-divisible, and time-limited services. It is done in a variety of methods in light of the expanding global service sector. It is also extremely different from product marketing, and there are other considerations. Service marketing has grown in importance in recent years as more and more services, such as education, banking, and hospitality, have become popular items.

Also Read | Product Marketing Vs Product Management

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What is Service Marketing? Characteristics and Types

What is Service Marketing?

Characteristics of Service Marketing

Intangibles are services.

Heterogeneity:

Performance is related to services:

Expendability:

Services are inseparable from providers:

The prices of services vary:

Transfer of No-Ownership:

Types of Service Marketing:

Marketing for Internal Services:

Marketing of External Services:

Marketing of Interactive Services:

What is the Service Marketing Mix?

Product:

Place:

Price:

Physical proof:

Promotion:

People:

Process:

Conclusion

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