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Services Marketing Mix
Assessing the Value of the Services Marketing Mix
The Services Marketing Mix is comprised of people, process and physical evidence. All three of these components of the services marketing mix are critical for ensuring customer's experiences meet or exceed expectations. There is a continual conflict in many services businesses between the expectations set with customers relative to the experiences delivered. The combining of people, process, and physical evidence is crucial for experiences to meet or exceed expectations on a consistent basis. Services create value by providing a clear indication of what they are going to deliver, and then measuring over time how effectively customers' expectations have been met or not (Gronroos, Ravald, 2011). People, process and physical evidence are critical for the expectations and promises created in services marketing to be fulfilled and value created for the customer.
Analysis of People, Process and Physical...
Southwest Airlines successfully uses the services marketing mix to create unique customer experiences that consistently exceed customers' expectations of service and on-time flights, safety and reliability (Chesbrough, 2011). Southwest has been able to do this through a unique approach to open innovation, where they regularly solicit feedback, both good and bad, from customers, their own staff, and from key influencers on social networks how they can improve (Chesbrough, 2011). The result is that Southwest is creating a very agile, market-driven culture within the company that puts the customer experience above all else and strives to meet or exceed their expectations over time.
Another service that successfully combines people, process, and physical evidence…
References
Chesbrough, H.. 2011. Bringing Open Innovation to Services. MIT Sloan Management Review 52, no. 2, (January 1): 85-90.
Christian Gronroos, and Annika Ravald. 2011. Service as business logic: implications for value creation and marketing. Journal of Service Management 22, no. 1, (January 1): 5-22.
Hopkins, M., and L. Brokaw. 2011. Matchmaking With Math: How Analytics Beats Intuition to Win Customers. MIT Sloan Management Review 52, no. 2, (January 1): 35-41.
Robert Johnston, and Xiangyu Kong. 2011. The customer experience: a road-map for improvement. Managing Service Quality 21, no. 1, (January 1): 5-24.
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