Introduction to Services Marketing

Introduction to Services Marketing

Introduction

The global economy is increasingly being described as a service economy. This is mainly due to the growing significance and proportion of the service sector in most developed and emerging nations' economies. Indeed, the expansion of the service sector has long been seen as an indicator of a country's economic success.

According to economic history, all emerging countries have always undergone a transition from agriculture to industry, and subsequently to the service sector as the mainstay of the economy.

This transformation has also resulted in a shift in the definition of commodities and services. Goods are no longer regarded distinct from services. Rather, services are becoming an increasingly important component of the product, and the interdependence of products and services is shown on a goods-services continuum.

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Services Definition 

According to the American Marketing Association, services are "activities, advantages, and satisfactions supplied for sale or given in conjunction with the sale of products."

A service's distinguishing features are as follows:

  • Intangibility: Services are intangible and do not exist in physical form. As a result, services cannot be touched, handled, tasted, or smelled. This is the most distinguishing characteristic of a service and what sets it apart from a product. It also presents a particular challenge to those involved in service marketing since they must connect physical characteristics to an otherwise ethereal product.
  • Heterogeneity/Variability: Due to the nature of services, each service offering is unique and cannot be replicated precisely, even by the same service provider. While goods may be mass manufactured and homogenized, the same cannot be said for services. For example, all burgers of a given taste at McDonald's are almost similar. The same cannot be said about the service provided by the same counter personnel to two clients in a row.
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  • Perishability: Once used, services cannot be kept, saved, returned, or resold. Once a service is provided to a client, it is fully consumed and cannot be delivered to another customer. For example, a client who is unhappy with the services of a barber cannot return the haircut that was provided to him. At most, he may opt not to go to that specific barber again in the future.
  • Inseparability/Simultaneity of production and consumption: This refers to the fact that services are produced and consumed at the same time. For example, a haircut is brought to and eaten by a client at the same time, as opposed to, say, a takeout burger, which the consumer may enjoy even after a few hours after purchase. Furthermore, it is very difficult to isolate a service from its supplier. For example, the barber is unavoidably a part of the haircut service that he provides to his client.
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