Understanding Service Work: Key Elements for Creating Customer Satisfaction

Understanding the Concept of Service in Marketing

• The concept of service in marketing is essential for creating total customer satisfaction.

• Service in marketing refers to the intangible benefits that consumers derive from a product, leading to their preference for it.

• Platforms like Spotify, Netflix, and YouTube provide fantastic examples of service-based marketing, offering both free and premium services to consumers.

• Premium services on these platforms often include a variety of options and features designed to enhance the overall customer experience.

Understanding the Concept of Service in Marketing

Understanding Service Work: People, Physical Evidence, and Process

• In 1981, Bouzán Binner presented a framework consisting of three key elements that help us understand how a service works.

• The first element is 'People', which refers to those individuals who contribute to providing the service. This includes everyone from the front-line staff, such as sellers, to the behind-the-scenes technicians.

• The second element is 'Physical Evidence', which relates to the tangible aspects of the service. This could be the interface through which the service is delivered, such as the YouTube platform for streaming videos or music.

• The third element, 'Process', encompasses the actual delivery of the service. It includes the methods, procedures, and flow of activities that enable the service to reach the end user and create value.

Understanding Service Work: People, Physical Evidence, and Process

Enhancing User Experience: The Key Elements

• The physical presentation of a company, whether it's a restaurant or a virtual platform, plays a crucial role in creating a friendly and inviting environment for the users.

• Physical limits, such as the distribution of spaces and user-friendly navigation, contribute to a more practical and easy user experience on virtual platforms and a pleasant experience in physical establishments like restaurants.

• The process, or the way in which the service is provided, also significantly impacts the user experience. For instance, platforms like Netflix prioritize a seamless process where users don't have to repeatedly log in or re-enter information, enhancing the overall friendliness of the platform.

Enhancing User Experience: The Key Elements

Strategic Alliances and the 4Ps

• In 1990, Philip Kotler introduced a fourth 'P' - Partner and Strategic Alliances - which involves the merging of two or more companies or products to enhance competition, positioning, and customer satisfaction.

• This concept is illustrated by the partnership between YouTube and influencers, who are invited to promote not only the platform but also themselves, thereby creating a mutually beneficial relationship.

• Kotler's addition of 'Partner' to the traditional 4Ps (product, price, place, and promotion) reflects the evolving nature of marketing strategies in the modern business landscape.

Strategic Alliances and the 4Ps

Understanding the Essentials of Marketing

• In the field of marketing, it is crucial for specialists to have a deep understanding of the marketing mix and be able to execute it efficiently.

• The market today is not limited to physical spaces but also extends to the virtual realm, highlighting the importance of considering both aspects in marketing strategies.

• It's essential for marketers to not only focus on the traditional four P's (Product, Price, Place, and Promotion) but also consider the additional four P's (People, Processes, Programs, and Performance).

• The completion of this discussion addresses the initial question about the scope of study for marketers today, emphasizing the importance of comprehensive knowledge and continuous learning in this dynamic field.

Understanding the Essentials of Marketing

Conclusion:

In conclusion, a deep understanding of the essentials of service work, strategic alliances, and the 4Ps in marketing is pivotal for marketers in the modern business landscape. By considering the comprehensive knowledge of these elements, marketers can effectively create dynamic and customer-centric marketing strategies.