4.5f-

• Process


  Refers to the way in which a service is provided or delivered
• It can be difficult for a business to demonstrate the benefits of services to its customers
• Example of a challenging process

  • Insurance brokers convincing clients to buy life assurance policies
• Businesses selling physical goods tend to have a relatively easier task in demonstrating and convincing customers of the benefits
• Processes in marketing of services

  • Payment methods
  • Queuing times
  • Customer care
  • After-sales care
  • Delivery services
• The delivery process of purchasing a service is important as it can influence whether the customer makes future and repeat purchases
• Payment methods


  • Different methods of payment for the purchase of goods and services
  • Convenience for the customer
  • Some businesses add a surcharge for credit cards or bank transfers
• Waiting time


  The average length of time it takes for customers to be served
• Examples of waiting time


  • Time waiting in a queue to get into a restaurant
  • Time between placing online orders and receiving food
• There can be negative consequences if businesses don't manage the waiting times for their customers
• Negative consequences of poor waiting time management

  • Customer complaints
  • Disgruntled customers
  • Poorer corporate image
• Long waits can lead to negative publicity through word of mouth and customer reviews on the internet rating websites
• Customer care

  The degree of attentiveness, care, and politeness of staff towards their customers
• Businesses can obtain constructive feedback on the quality of customer service from customer service satisfaction surveys, customer suggestion schemes, or comment cards
• Increasingly important, which is one reason why a growing number of businesses encourage customers to provide feedback by offering them discounts for future purchases
• After-sale care


  Services that offer support following the sale of the product
• After-sale services

  • Free installation
  • Maintenance services
  • Technical support
  • Warranties (guarantees)
• Delivery process


  The means of transporting goods from a source location to a customer in another location
• Providing a delivery service can offer a competitive edge
• Delivery service options

  • Free delivery services
  • Third-party courier services like Deliveroo and Uber Eats
• Retailers selling bulky items often provide delivery services to improve customer convenience
• Viral marketing

  Involves organic, exponential spread of information via Internet and telecommunications technologies