Services Marketing

The intangibility property of services makes it difficult for customers to search for information, make a purchase decision, or even evaluate the service experience. This is due to the presence of more experience and credence qualities than search qualities in services. Hence, service providers need to deliver value added services to their customers to provide them a superior service experience.

Decision-making is involved in every purchase decision, whether it is to purchase a product or a service. The decision making process in the purchase of a service involves various steps such as need perception, search for information and the perceived risk, evaluation of the generated alternatives, the purchase decision and the post-purchase evaluation.

Further, the decision making process of the customer is influenced by external factors like his family, culture, subculture, reference groups and the social class to which he belongs. Marketers are innovating several ways to make service experiences memorable for the customer.