Question

How do relationships with customers differentiate for services marketing? What role does consumer behavior play in services organizations?

Answer 1

In service sector the necessity of customer satisfaction is very important as the business itself is customer service oriented. Happy customers are the sources for new customers and in the same way unhappy customers can ruin the business. So the marketing strategies being developed must be customer oriented and not product oriented. They need to answer the customers and rectification of problems would be a tough task in services oriented marketing. Also in services marketing people trust reviews from customers and friends than the employees of the organization and hence reaching them and convincing them is difficult. Consumers are the deciding factors for the success or failure of the organization in service organizations and hence the way they behave will reflect on the services provided to them which will eventually reflect on their satisfaction levels.