Developing a Service Brand Using the Service Mix

The service experience includes four different aspects that must be understood before analyzing the experience: services setting, the service workers, the service customers, and the service process. The service setting is where the action or service performance unfolds (Fisk et al, 2014, p. 26). The setting can also be what the customer is unable to see (backstage). The service workers are those who work together to create the service for the customers including the seen and unseen. The service customers are the person, group, or organization receiving the service. Finally, the service process is the series of events during the service received (Fisk et al, 2014, p. 26).

To an organisation, through understanding the service concept they are able to display the value of their service to the customer through communicating a key set of benefits. The services and benefits provided vary upon industry, however what individual organisations can benefit from is organisational alignment. Johnston et al. (2012) suggests that the service concept can act as a tool that links together the different functions of an organisation with a common purpose and standard. In addition, Looy et al. (2013) explains that the service concept can become a blueprint that communicates to employees what service they should provide and to customers what service they should expect to receive.

There are four distinctive elements to services that can significantly influence the marketing programs, often referred to as the four I’s of services, and they consist of:

As commercial ventures extending from overwhelming hardware to social insurance to money related administrations to buyer products, service development is offering organizations some assistance with satisfying so as to find new income streams their clients have to complete things (Chesbrough and Spohre,2006). Service innovation, in administration items new or enhanced administration items frequently this is diverged components. This feeling of administration advancement is firmly identified with Service from "mechanical development" ,however benefit items can have innovative outline and "new administration improvement”. Service development is another or fundamentally enhanced administration

The service industries have a long history of serving customers domestically as well as globally. Services are intangibles and they cannot be inventoried. This is a headache for services managers in organizing their business and making profits. In other hand, the managers look at these circumstances as a challenging.

“A brand is a distinguishing name and/or symbol intended to identify the goods or services of either on seller or group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991).A brand is the most valuable asset for an organization in the current competing world. Every organization is formulating strategies to make its brand popular and significant not only in markets but also in minds of the customers. Brand is the relation of customer with the brand. It is promise which a company makes to the customer about the goods and service they offer (Gregg 2002) Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors offerings

The brand is the main vector of the company, its products and its services markets. In short, it acts as a summary of information, quality

Today’s marketplace is constantly changing and requires a completive advantage which includes giving excellent service which satisfies customers. Most businesses are based customer based and most business that deliver a service rely on their frontline employees to make a link between the customer and the organization. Research has found that good customer service is essential for a relationship between the customer and a business.

People today live in a service dominated economy. Services permeate the daily existence of every person.

The concept of services has an approach for solving complex tasks in a collaborative manner. A service is a nameable entity which is responsible for providing the information or performing actions with specific characteristics. Service is independent and need a framework, discovery and transport and execution. In other terms service is defined as a business firms that works for a customer which provides goods and services but does not involve in manufacturing of those goods. The major retail industries providing their services in USA are “Walmart, Target, Sears and Dollar General”.

Marketers try to understand the consumer buyer’s behavior by using the four p’s of marketing which are: price, place, promotion, and product (Hilman & Kaliappen, 2015). All of these inputs lead to the

On the other hand, such as financial, beauty these industries, these industries need to have and provide good customer service, because these industries require face-to-face contact with customers every time. so they need to provide the good customer service. And then the companies also hope that the customer service is ranked first, in addition, for the brand name of the company to establish good reputation, and this can increase the visibility of their company, more people can know their

In service industry, where organizations directly interact with customers, innovation becomes very important. If organizations provide same kind of service over a long period of time, then either customers will move on to a different service provider to get change or they will start availing services less.

The services offered by industries are increasingly valued by clients for two reasons that good prices and products are not sufficient to meet the demands of a commercial transaction.

Services are intangible activities or benefits that an organization provides to satisfy consumers’ needs in exchange for money or something else of value (Kerin, Hartley 322). Service are an important part in the global economy. Services are now apart of the GDP. There are four elements of services which are intangibility, inconsistency, inseparability, and inventory. Intangibility means it can not be touched, held, or seen before the purchase. These services help consumers to get information or show the benefits of their product. Inconsistency is developing, pricing, promoting, and delivering services is complicated because the quality of service is often inconsistent. This is because these services require people to do them, and different people work differently. Inseparably have problem of consistency. Consumers can not separate the delivered of the service from the service itself. The amount of interaction between consumer and the service depends on the extent to which the consumer must be physically present to review the service. Finally, there is inventory which are different from products and are perishable.