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MARKETING SERVICES
We are generally familiar with the “4P’s” of marketing; Product, Price, Place, and Promotion.
They are common to almost all marketing texts and classes, including those at the introductory
level. With a service product those 4P’s may not be sufficient, given that the customer is present
during the service production and delivery process and will encounter both the “service factory”
and other people who may impact the subjective quality of the service experience. In various
sources that discuss services marketing, additional "P's" can be found, with the exact number and
content dependant upon the individual author. Three common "extras" for services marketing are
the following:
Physical evidence. The core nature of a service product is by definition intangible, that is to say
it can not be pointed to or carried away after purchase. However, there are always tangible
aspects to the service experience. The nature, appearance and condition of the facilities will
impact the customer’s satisfaction. One does not want to eat or be operated on in dirty
surroundings, for example. Neither is one likely to feel confident in a roofing contractor whose
own roof leaks. The satisfaction of a resort guest will be impacted particularly by the condition
of the room and its features and by the facilities for a favored activity.
It can sometimes be difficult to appreciate a service at a later time, without the aid of
something tangible to remind or reinforce. Many service providers supply a tangible reminder of
the service experience in the form of a t-shirt or souvenir, for example.
Process and procedures. There are often processes that impact the nature of a service
experience, more so than with goods. While it may be argued that these are covered by the nonmonetary costs included in Price, it is worthwhile to reinforce them in the service context. Many
service providers such as resorts or airlines require advance reservations with penalties for late
booking. Hotels, health clubs and restaurants may have dress codes and rules of conduct for
participation. The more subjectively constraining the process for consumption, the less likely it is
to be satisfying for the consumer.
People. Possibly the most important of these extra P’s relates to the people involved and
encountered in the service experience. These people are not limited to the employees of the
service provider, but include other consumers and the consumers themselves. In purchasing a
goods products, generally, the attitude or appearance of the personnel manufacturing the product
is of little interest and most likely not even apparent. Similarly, the other consumers purchasing a
good are encountered only during the purchase process itself and typically do not impact on the
consumption of the product. Also, one’s own temperament or recent experiences do not affect
the performance of most goods products.
Consider in contrast a visit to a restaurant. The attitude of the waiter, the conversation of
the people at the nearby tables, and the way one feels at that time all affect the experience. Often
all three affect each other; the waiter may be annoyed by other difficult customers, for example.
In other situations we may be largely responsible for our own satisfaction or lack thereof. A
beautiful, well maintained golf course will not only be unappreciated in the presence or
unpleasant employees or other players, but also when the game itself goes badly.
3 kinds of people: the employees, the other customers, the customer him/herself.
Purpose. When people buy goods, they may buy them for different reasons, but they are all
buying a goods product for some inherent benefit. With many products, especially those that
have both service and goods components, the purpose of the purchase is likely to have a large part
in the decision making process and hence the approach of the supplier.