Sample Marketing Essays on Service Marketing

Introduction

Currently, service output is a significant contributor to the gross domestic product of a country. The Services marketing area of the study was developed because of its unique traits, that is, intangibility, inseparability, perishability, and heterogeneity. A hospitality service sector has a more significant profit margin if it embraces a strategic trade policy, implemented by expert vend directors. Additionally, professional marketing strategies are the best in addressing the challenges and implications of salient attributes of services marketing.

Intangibility is a trait that implies a service cannot be smelled, seen, tasted, and touched. Besides, the hospitality sector provides tangible evidence. For instance, physical clues (Wirtz and Lovelock, 27), such as designs of colorful hotel photos of desserts and entrees on menus, are essential to enable evaluation of the service before consumption. The internet helps in promoting restaurant pictures, data, and visual trips on websites. The consumers and the service industries cannot be separated.

The inseparability feature means that separation of service from consumption is not possible. Firms act as retailers in the production of services as well as serving clients. For example, hotels usually prepare food depending on the clients’ orders except for taking away meals in supermarkets. There is the consumption of services as they are produced and cannot be stored.

Services are perishable since they cannot be put in an inventory. For instance, guestrooms that are not purchased at the close of the business represents a loss of sales. Besides, it is not possible to recover the lost money since the service has infinite space that is not easily surpassed. Hotels change prizes to counteract the rising demand to generate more profits. Restaurants need to monitor supply by managing their room capacity and bringing onboard labor force to cushion the excess order. Industries produce services that are not homogeneous.

Heterogeneity is the last attribute that focuses on variability in terms of the quality of service produced. The client’s decision depends on the time available, the interaction of customers, and the reason to pay for the service. It is difficult to consistently deliver services because clients are part of the process and determine the production and consumption of meals.  Similarly, service quality and deliverance slow down when restaurant rooms have different occupancies. To sum up, a customer can have a different experience in the same hotel on every visit. Unique traits of service present challenges to marketers.

Intangibility creates issues for marketers. For instance, it cannot offer protection via patents. Besides, it not easy to display services and formulate prices. The pricing concept is vital to business operations (Salman, 54). The business managers make use of workers to assist clients in the evaluation of the service to increase purchase.

Moreover, marketers indulge in after-sales communication to enhance the image of the hotel. The cost accounting feature is vital for formulating prices. The service production process is tied to clients.

Inseparability hinders service production since the consumers’ control the entire process. Besides, it is not easy for the mass production of service since the clients’ evaluation influences the purchase. Training is essential to overcome the shortage of labor force in the hospitality sector. (Ho, 1). Training of restaurant staff enhances the quality of services and help solve customers’ conflicts while narrating their experience of using the service. Furthermore, proper management of clients will accelerate sales. Servicing outputs cannot be preserved for future utilization.

Perishability causes storage issues since the preservation of services is not possible. Besides, restaurants fail to provide adequate services to meet the rising demands of clients. Implementation of reservation software and price adjustment during peak seasons is vital for combating the fluctuating level of need. Similarly, increasing the capacity of hotel rooms is necessary. The quality of services is variable depending on the production firm.

Finally, heterogeneity brings various service output due to different production levels. Besides, there is no standardization, and the client is not sure about purchasing the service. A demand that is not homogeneous requires personalization to fulfill the needs of clients. Otherwise, there would be sufficient standardization (Huang, 3). Providing incentives to employees and encouraging customers to narrate their experience boosts reliability as well as consistency. Unique service features are not universal for all occasions.

The attributes of services are not generic to every situation, and the scope of services marketing need to evaluate the various specific services processes. For instance, embracing technology reduces the heterogeneity of services output. The internet and audio communication have changed the concept of perishability, together with tenacity arising from the advanced application of technology. A paradigm shift is necessary for services marketing to remain relevant.

 

Conclusion

The hospitality sector will gain maximum profit by implementing strategic policies that are developed by knowledgeable marketing managers. Besides, business directors play crucial roles in cushioning challenges of the features of services marketing. For instance, difficulties in identifying the smell of service, maintaining consistency, and customer risk assessment affect the marketing process. Above all, the challenges can be solved through client engagement, hotel reservation system, and training hospitality staff. There is a need for incorporation of general marketing in ventures for the sustainability of services of marketing.

 

Works Cited

Ho, Grace K. S., and Rob Law. “Marketing Strategies in the Decision-Making Process for Undergraduate Choice in Pursuit of Hospitality and Tourism Higher Education: The Case of Hong Kong.” Journal of Hospitality & Tourism Education, 2020, pp. 1–13., doi:10.1080/10963758.2020.1791136.

Huang, Ming-Hui, and Roland T. Rust. “Technology-Driven Service Strategy.” Journal of the Academy of Marketing Science, vol. 45, no. 6, 2017, pp. 906–924., doi:10.1007/s11747-017-0545-6.

Salman, Doaa, et al. “A New Marketing Mix Model to Rescue the Hospitality Industry: Evidence from Egypt after the Arab Spring.” Future Business Journal, vol. 3, no. 1, 2017, pp. 47–69., doi: 10.1016/j.fbj.2017.01.004.

Wirtz, Jochen, and Christopher Lovelock. Services Marketing. WORLD SCIENTIFIC (US), Apr. 2016, doi:10.1142/y0001. Accessed 14 Sept. 2020.