Origin of Services Marketing and its importance
Posted: Sun Dec 22, 2024 4:18 am
This includes everything from personal services such as medical care and spa treatments, vehicle and venue rentals, to experiences such as concerts and dance classes.
Any method that can communicate the appeal and benefits of a service to customers is a valid approach, including informational content, promotional offers, banner ads, and many other types of marketing philippinen vorwahl whatsapp strategies.
The development of Services Marketing as a concept began in the 1970s, when academics began to express the differences between products or goods/services.
With the contributions of the Nordic School of Stockholm in 1985, it became known that the concepts of client/company cannot be seen separately, but rather must be involved in the creation of value.
The exchange begins to be seen from an economic point of view, a process that was previously seen from another perspective, which was not precisely monetary.
On the other hand, Zeithaml, Parasuraman and Berry, American academics, proposed in 1985 the model for the assessment of the quality of a service, which they called SERVQUAL.
Using this model, it was possible to analyze consumer expectations and their perspectives regarding a product.
With these approaches from different academics and schools, it became known that interaction with consumers and close participation in production processes gave rise to other concepts such as relational marketing.
Relationship marketing evolved to focus entirely on customer interaction, which was key in several service marketing theories.
Features of Service Marketing
.
Perishable
It refers to the fact that once it has occurred it cannot be repeated in exactly the same way.
You cannot put the service into the depot or store it in your inventory.
An interesting argument about this is that once a flight has taken off, you can't sell that seat again, so the airline doesn't make any profit on that seat.
Therefore, the airline has no choice but to pay a maximum price when selling a seat during peak hours to make a profit.
Variability
Any method that can communicate the appeal and benefits of a service to customers is a valid approach, including informational content, promotional offers, banner ads, and many other types of marketing philippinen vorwahl whatsapp strategies.
The development of Services Marketing as a concept began in the 1970s, when academics began to express the differences between products or goods/services.
With the contributions of the Nordic School of Stockholm in 1985, it became known that the concepts of client/company cannot be seen separately, but rather must be involved in the creation of value.
The exchange begins to be seen from an economic point of view, a process that was previously seen from another perspective, which was not precisely monetary.
On the other hand, Zeithaml, Parasuraman and Berry, American academics, proposed in 1985 the model for the assessment of the quality of a service, which they called SERVQUAL.
Using this model, it was possible to analyze consumer expectations and their perspectives regarding a product.
With these approaches from different academics and schools, it became known that interaction with consumers and close participation in production processes gave rise to other concepts such as relational marketing.
Relationship marketing evolved to focus entirely on customer interaction, which was key in several service marketing theories.
Features of Service Marketing
.
Perishable
It refers to the fact that once it has occurred it cannot be repeated in exactly the same way.
You cannot put the service into the depot or store it in your inventory.
An interesting argument about this is that once a flight has taken off, you can't sell that seat again, so the airline doesn't make any profit on that seat.
Therefore, the airline has no choice but to pay a maximum price when selling a seat during peak hours to make a profit.
Variability