Articles on Services Marketing

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.

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

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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