Customer First ,Employees Later Services Marketing Overview

 Customer First ,Employees Later Services Marketing Overview


Abstract

Customer processes, experiences, and intangibles are the focus of services marketing strategy rather than physical goods and transactions. In order to achieve this, the firm must integrate a customer-centric mindset across all functions. When it comes to developing a successful services marketing strategy, all company functions must work together. In contrast to traditional goods marketing, services marketing strategy focuses on the customer, their usage, and their relationships with the business (Vargo and Lusch, 2004a).

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Introduction

It is possible to classify services into several categories. The primary revenue-producing activities of many companies are services such as hotels, transportation, and health care. Service to customers, which includes support for a company's core products, is another category of service. However, customer service generally does not generate revenue, but rather addresses customer requests, questions, and complaints in addition to offering solutions.

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Conclusion

In contrast to physical goods and discrete transactions, services marketing focuses on processes, experiences and intangibles for customers. Successfully delivering customer experiences and building customer relationships are complex endeavors requiring a variety of strategies and tactics to be used. The gaps model, which focuses on the customer and describes the approaches necessary to close the gap between customer expectations and perceptions, is a well-established model that companies can use to attack service problems in an organized fashion.

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