Mradha Madu
My Content. Protection mantras PlayList. Nature and Roles of Services Marketing. Market Square, Enniscorthy (Photo credit: National Library of Ireland on The Commons) Both services marketing and goods marketing start with the critical need -identification and product design functions, goods generally are produced before it is sold and services generally are sold before it is produced. Moreover, services marketing has more limited influence on customers before the purchase than goods marketing.
Normally the customers must experience the intangible service to really know. Intangibility makes more difficult for customers to imagine and desire than goods. Customer’s perception of risk tends to be high for services because services cannot be touched, smelled, tasted, or tried before purchase. Services are dominated by experience qualities, attributes that can be meaningfully evaluated only after purchase and during production- consumption. In services,both post-sale marketing and word- of- mouth communication have prominent effect in winning customer’s loyalty.
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