2.13: Services Marketing II
Service marketers face challenges due to the unique characteristics of services.
Intangibility makes it hard to communicate about services, requiring physical evidence or particular advertising strategies like customer testimonials and offering free trials to provide evidence of service quality and build trust. Service providers also focus on creating a strong brand image that signifies trust and reliability.
Inseparability, the simultaneous production and consumption of services, can lead to issues when unsuitable employee traits affect service quality. Marketers address this by ensuring high-quality training for service providers to maintain consistency and quality. They also focus on building strong customer relationships to understand their needs and expectations better.
Variability refers to the inconsistency in service quality, necessitating particular strategies for service marketers. It is addressed by implementing strict quality control measures and standardizing the service delivery process as much as possible. Regular employee training programs and feedback systems for service improvement are also commonly used.
Perishability, the inability to store services for future use, can lead to lost revenue. Strategies such as differential pricing (charging different prices at different times) or promotional offers during off-peak times to encourage usage. Demand forecasting and capacity management are also crucial in managing this challenge effectively.
