A service marketing mix is a mix of marketing activities an organization engages in to promote and sell intangible services instead of tangible products.
Delivering consistent, superior customer service to help build long-term customer relationships is the cornerstone of service marketing. This can be done through various pathways, the most common of which is through different channels or touch points.
These could include things like a company website, social media, redesigned call center screens, direct marketing mail, and more.
Another key to delivering superior customer service is providing a premium offering, including service features, award loyalty, and special custom offerings.
The 7 Components of Service Marketing Mix
In addition to the four Ps of traditional product marketing, the service marketing mix includes the three extra Ps: people, process, and physical evidence.
Product is your core offering. In this case, it is the service you’re rendering. They are what the customer needs from your business.
How much are customers willing to pay for the service? It is crucial because low prices can create market demand or cause competition that leads to lower prices. Setting the right price requires knowing the market segment, competition, and target audience.
The service provider’s accessibility and location are key factors in service marketing. Accessibility isn’t restricted to physical accessibility. It relates to other means of contact and communication between a business and its customers. This is why the distribution channels employed, and the coverage is related to service accessibility.
Promotion includes all the methods a business uses to communicate its services and offers to the market. It could be through sales promotion, advertising and other means of publicity like PR.
Everybody involved in service delivery can influence the consumer’s perception of the service and your business. Since you’re not offering a tangible product, subtle things like the dressing and attitude of the business’ personnel shape the customer’s perception.
“Process” is a term that refers to the series of activities a customer must pass through to get the service needed. Some services are inherently complex. However, service providers find a means of dividing it all into simple and uncomplicated steps.
All physical components of service delivery are subsumed under physical evidence. This includes tangible representations of the service like signage, letterhead, brochures, and pieces of equipment.
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