Service-specific use of marketing instruments

The following general consequences arise from immateriality for service marketing.

The service company cannot offer a “tangible product” in its supply policy. Therefore, the possibilities of a service company to convince potential customers of the range of services through material properties (so-called "high-tech" characteristics) are very limited. Rather, the company must emphasize its performance potential in its supply policy. Due to the close personal contact between the customer and the contact staff, the service company must establish a "high-touch" relationship with the potential customer.
For the distribution policy, the immateriality of the service has the consequence that the service itself cannot be traded or distributed. Storage of the service or production in reserve is not possible. There are no distribution logistical considerations for the actual service. Rather, however, the service provider's promises of performance can be traded and thus canceled in advance before the actual provision of the service.

· As far as the contracting policy is concerned, the immateriality of the service gives the provider a relatively large amount of leeway in terms of price policy. It is difficult for the potential customer to compare prices and conditions of the same or similar service offers from different providers in order to assess the price-performance ratio.

With regard to communication policy, immateriality has the effect that the range of services cannot be represented in traditional advertising. If, despite this, images are to be used for advertising, elements of the company's performance potential (e.g. buildings, machines or employees of the provider) must be shown. Due to the necessary close contact between customer and provider, personal sales occupy a special position within the communication mix. It is particularly suitable for building a "high-touch" relationship with the customer.

Je weniger die materiellen und operationalisierbaren Leistungsinhalte eines Dienstleistungsangebotes entscheidenden Einfluss auf die Kundenzufriedenheit haben, desto wichtiger werden die zwischen Kontaktpersonal und Kunden ablaufenden zwischenmenschlichen Beziehungen und Interaktionsprozesse. Das interaktive Geschehen wird dabei in starkem Maße von der Einstellung und dem Verhalten des Kontaktpersonals dem Konsumenten gegenüber bestimmt. Aus diesem Zusammenhang ergibt sich im Dientsleistungsmarketing die Notwendigkeit, vor allem das Kontaktpersonal im Sinne externer Marketing goals zu steuern. Das klassische extern ausgerichtete Marketinginstrumentarium mit den Instrumenten…

- Product (offer policy)
- Place (distribution policy)
- Price (contracting policy)
- Doctorate (communication policy)
is therefore around the instrumental area - People (employee)

…zu ergänzen. Ziel dieses internen Marketing ist die zielgerechte Steuerung der Austauschbeziehungen eines Betriebes mit seinen Mitarbeitern zu sales market-bezogenen Zwecken.

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