Characteristics of Service Marketing Mix
Service marketing is different from product marketing because services have unique features that need special attention. Here are the main characteristics of service marketing,
1. Intangibility: Services canât be seen, touched, or stored. This makes it hard for customers to know what theyâre buying before they buy it. To help with this, service marketing often focuses on creating a strong brand and using customer stories and examples to show the benefits of the service.
2. Inseparability: Services are usually made and used at the same time. This means the person providing the service is a big part of the customerâs experience. For instance, the experience you have at a salon depends a lot on the hairdresser. Service marketing must ensure that service providers are well-trained and capable of delivering a good experience every time.
3. Variability: The quality of a service can change depending on whoâs providing it, when, and where. Because of this, service marketing needs to make sure all service providers are consistent in what they do and that customers know what to expect.
4. Perishability: Services canât be stored for later use or sale. For example, if an airline seat isnât sold, it canât be used later. Marketing for services often involves managing when services are offered to make sure they meet customer demand without going to waste.
Contact Us