Articles on Services Marketing

Definition and Characteristics of a Service

Due to the increasing importance and share of the service sector in the economies of most developed and developing countries the world economy is characterized as a service economy. Lets understand the definition and characteristics of services in detail.

Introduction to Services Marketing

Services Marketing deals with marketing of services as against tangible products. The article discusses in detail about the definition and importance of services marketing.

The 7 P’s of Services Marketing

The first four elements in the services marketing mix are the same as those in the traditional marketing mix. The additional elements in case of services marketing are - People, Process and Physical Evidence.

Moment of Truth in Services Marketing

A moment of truth is defined as an instance where the customer and the organization come into contact with one another in a manner that gives the customer an opportunity to either form or change an impression about the firm.

Customers Expectations and Delight

Based on the quality of the service experience a customer will either be satisfied, dissatisfied or delighted. Exceeding customer expectations is all about creating that extra value for the customer.

Maintaining Service Quality

There are basically two approaches that any organization can have towards maintaining service standards - a proactive approach or a reactive approach. Lets study them in detail.

Changing Face of Services Marketing

Marketing of Services has emerged as an important sub discipline of marketing. Services, today, can no longer be described according to the parameters of - intangibility, heterogeneity, inseparability and perishability.

Service Industry at Cross Roads

Services as we all know offers intangibles and can be qualified through the experience delivered to the customer. Service industry in the past few years has gone places. The article discusses about the growth of service industry across the globe.

Leadership in Service Industry

The past few decades has seen unprecedented growth of service industry. Maintaining leadership in service industry calls for a different mindset and thinking in terms of continuous innovation and providing enhanced value of customer experience and service.

Competitive Edge in Service Industry

In the present times, doing business has become an extremely competitive game. In order to maintain a competitive edge, the service companies have been heavily investing into technology and bringing in standardization of service process and delivery operations.

Software Products vs Software Services

This article discusses the software products and services from multiple perspectives. The key theme in this article is that as the software industry matures in India and other Asian countries, it might be time for the companies in these countries to look for building software products. Further, this article also discusses the reasons why the US is way ahead of the rest of the world in innovation and why it chooses to outsource the low-end work.

Getting Ahead in the Service Industry

Competition in service industry is tougher than the product industry simply because one is dealing with intangible services and customer experience as well as perceptions which can be highly subjective. Lets discuss few tips which can help organizations to get ahead of the race in the service industry.

Is Automation Making Customer Service Better or Worse?

This article examines whether automating the customer service function makes it better or worse. We argue that automation of the customer service function leads to better outcomes in certain cases and leads to worse outcomes in other cases. We recommend a hybrid approach wherein some customer service touch points are automated and the rest, done by the humans. In addition, we also examine the larger issues that arise from automating the customer service function and providing access solely based on wealth of customers.

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Authorship/Referencing - About the Author(s)

The article is Written By “Prachi Juneja” and Reviewed By Management Study Guide Content Team. MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. We are a ISO 2001:2015 Certified Education Provider. To Know more, click on About Us. The use of this material is free for learning and education purpose. Please reference authorship of content used, including link(s) to and the content page url.