Service Marketing

Introduction In an ideal world, customers do not have to wait for products or services to be provided. However, in the real world, organizations can not necessarily match accurate functions and needs, so it is often inevitable to wait for purchase, especially in service marketing. (Lovelock, 1992, p. 154). In general, when the number of customers arriving at the facility exceeds the capacity of the system to serve customers, they stand by in a row called "queue" (Lovelock & Wirtz, 2011, p. 260).

To understand the relationship between extended marketing mix and service marketing, you first need to understand the characteristics of the service. Invisible - you can not see the taste, emotions before purchasing the service. Atomicity - simultaneous production and consumption services. Perishability - Products can be stored for future use, but services can not be stored. Variability - service standards vary from person to person. Ownership - Services can only be used, not owned by the product

The service marketing field was developed in the late 1970s to distinguish between service marketing and general marketing. Until recently, the main idea of ​​service marketing was that the service was different from tangible products. The four unique features of this service are widely accepted by academics and marketers. However, in recent years, some scholars have not tested empirically or theoretically, so they question the general characteristics of these services. In addition, these functions have many exceptions that can not be generalized to all services and contexts. As the field of technology and communication changes and progresses, the concept of the four unique functions of the service becomes more inaccurate. Therefore, in the field of service marketing, a new paradigm is necessary to maintain relevance in the future.