Service Marketing and Quality Strategies

Abstract

Marketing concept was formerly built on manufacturing based model with products and goods-centered, for mainly economic exchange. It was developed, commencing from the time of the Industrial Revolution. After its conception, the marketing ideas began and thereafter, broadened their perspectives to involve exchange, substitute and replace with more marketing activities than goods and products manufactured. The formation of several sub-disciplines of service marketing explained the logic of product value and brand creation, and it has transpired to address several broadened perceptions and realities. Service marketing creates more influential programs, based models and it is apparent in the prototypical features, which are identified as distinctive services apart from products, having Inseparability, Heterogeneity, Intangibility, and Perishability. Therefore, this review paper argues that all these characteristics basically; (1) do not differentiate services from products and goods; (2) The service marketing and quality strategies have derived the meaning from the product manufacturing perspective; and (3) They employ very inappropriate and normative strategies. Many services provide the basic foundation highly productive service-dominant views of many exchanges that take place in service marketing, from which, appropriate strategies can be generated.