Objectives of Service Marketing
The four primary objectives
of service marketing: (a) building trust, (b) empowering service delivery personnel, (c) establishing uniform
processes, and (d) promoting customer satisfaction.
Since services are intangible, determining value and
quality can be difficult.
(i) Service
Marketing determine the service objectives, policies and process and ways to
implement effectively,
(ii) Service
Marketing determine service plans, methods and strategies to conduct efficient
service performance,
(iii) Service
Marketing determine the standards and parameters in context of service quality
and design for service performance,
(iv) Service
Marketing determine the directions and basic guidelines to manage customers’
care services,
(v) Service
Marketing determine the service targets and its market segments on the basis of
customers’ profile,
(vi) Service
Marketing determine most comfort, convenient and easiest process of service
performance,
(vii) Service
Marketing provide needful training, remuneration, promotion and developmental
aspects to service employees,
(viii) Service
Marketing make proper coordination between service expectations and service
performances,
(ix) Service
Marketing make effective decisions about operational service quality of
performance.
(x) Service
Marketing manage service operations where values are realised for the services
that are delivered,
(xi) Service
Marketing make effective and targets-oriented relations with customers,
(xii) Service
Marketing manage and implement the quality parameters in service performance,
(xiii) Service
Marketing overcome and solve the problems and challenges arising out of service
performance.
Unlike with marketing a tangible product, marketing a
service or service-oriented business poses the challenge of creating interest
without the luxury of appealing to the five senses. Consequently, marketers and
business owners must develop a different set of objectives than when marketing
products. In essence, service marketing requires a more personalized approach
to be successful.
Developing Trust
One primary focus of service
marketing is to develop relationships with customers to gain their trust.
Insurance agents, for example, sell an intangible product that promises to fulfil
a future need. Consequently, insurance agents often attempt to market
themselves as trustworthy individuals who will always be there for the
policyholder. Agents take the time to get to know their policyholders and learn
about their families. They frequently become involved in their local
communities and participate in charitable activities.
Offering Value
Service-oriented companies do not
have the advantage of luring customers with flashy products loaded with
attractive features. Instead, they must use marketing to highlight the value of
the services they provide. One way to increase the value is to bundle several
services together and offer them as a package. Continuing with the insurance
industry example, many insurance companies offer discounts to customers who purchase
more than one policy, such as a combination of auto and homeowners’ coverage.
Staying Connected
Service businesses can use
marketing to keep the lines of communication open and provide relevant
information to their customer base. Businesses can use methods such as sending
regular email newsletters to their customers that contain information about
industry trends that could impact their lives. This enhances the business's
image as a service-oriented company that is concerned about the well-being of its
customers. It also helps to keep the company in the forefront of the customer's
mind, which can lead to repeat business in the future.
Differentiation
Service marketing can focus on
what makes your business different from the competition. This serves to inform
the customer as to what advantages your business offers that others cannot. For
instance, you can highlight fact that you possess a higher level of expertise
in the business or that you have served your local community for a longer
period of time. Showing that you're different can also help you carve out a
niche in the marketplace, helping you to target your marketing strategy.
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