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...
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