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Service Marketing: Definition and Characteristics
Service marketing refers to the promotion and sale of services rather than tangible goods. This type of marketing involves creating and delivering value to customers through the provision of various services, such as banking, education, healthcare, tourism and hospitality, among others.
Some of the characteristics of service marketing include the following:
1. Intangibility: Services are intangible and cannot be seen or touched, making it challenging to promote and sell them to customers. For this reason, service marketers must focus on creating a favorable impression of the service in the minds of potential customers.
2. Inseparability: Unlike tangible goods, services are usually provided and consumed simultaneously, making it hard to separate the production process from consumption. Thus, service providers must ensure that the customer has a positive experience during the service delivery process.
3. Variability: Services are subject to variations in quality and consistency, usually driven by factors such as staff performance, equipment and technology usage, and customer participation. To counter this, service providers must ensure that they maintain consistently high standards of service delivery.
4. Perishability: Services cannot be stored or kept for later use, which means that service providers must focus on customer retention and developing loyal customers.
In conclusion, service marketing is a critical element of modern business, given the increasing importance of services in most economies. Service marketers must develop unique strategies to overcome the challenges that come with promoting and selling intangible services.
