Service Marketing

[Name of the Institute]

Service Marketing

Introduction

The discipline dedicated to analyzing the behavior of markets and consumers is known as marketing. Its aim is to work in the commercial management of companies to retain and engage customers, introduce new products, etc. The service, moreover, are all the activities a company carries out to meet customer needs. A service is a non-material (intangible), which usually meet with features such as the inseparability (of production and consumption are simultaneous), the perish-ability and heterogeneity (two services can never be identical). The definition of these concepts allows us to refer to the marketing of services, which is the branch of marketing which specializes in this particular category of products or goods. This specialization of marketing, therefore, must start from the basic characteristics of services (intangible inseparability, perishable and heterogeneity) to establish business management strategies (Gilmore, 2003).

Relfection

This means that the marketing of services should take into account the predominantly intangible nature of the service which may hinder the selection of competitive bids by the consumer and the lack of storage which adds uncertainty to the marketing of services, among other issues. The marketing mix of this branch of marketing has several differences compared to the marketing of products, because in this case the technology and primary client type are essential. The usual marketing mix, on the other hand, does not include elements that are essential for the generation and service delivery. Today, we hear or read about the importance of service quality in business, but rather because of its complexity or because of their subjectivity, however there are several definitions of the term quality, applied to marketing of services. Therefore, if we want the service we provide is considered a quality service for our customers.

Related to service quality is the concept of customer satisfaction. Writers and practitioners in the popular urge incline to apply the term quality interchangeably and satisfaction, but scholars have endeavored to be accurate about the measurements and meanings of the 2-concepts, leading in significant argument. Though, the two concepts have some common things, satisfaction is generally deemed as a wider phenomenon. However, service quality emphasizes on service's dimensions. On the basis of this view, service quality is an element of customer satisfaction. Researchers have proposed that service quality offers a superior indicator of clients' satisfaction and indicates that service quality can be influenced clients' satisfaction. All over, frequent satisfaction with service meets ...