Services marketing involves promoting and selling intangible products or actions that are performed on behalf of the customer. Unlike physical goods, services are characterized by intangibility, inseparability, perishability, variability, and customer involvement. Key elements in services marketing include understanding and addressing customer needs, managing service quality, creating positive customer experiences, and building strong relationships. Strategies often involve emphasizing the people delivering the service, streamlining processes, and using effective communication to convey the value of the service. Customer relationship management (CRM) is a crucial aspect, focusing on building and maintaining long-term relationships to ensure customer satisfaction and loyalty. Overall, services marketing aims to create value for customers through effective promotion, delivery, and management of intangible services.
- Enseignant: TADJINE Nada