Service Marketing Mix: A Critical Review
Keywords:
Marketing Mix, 4p’s, 7p’s, Retail Industry, Service MarketingAbstract
Marketing mix is the most elementary concept of marketing which is a set of convenient marketing tools that an organization uses to create a craved reaction in the targeted market. This is the essential elements of a marketing strategy and as a way of translating marketing planning into practice. Conversely, while managing the services, 3 more P’s namely process, people and physical evidence plays a vital role. Service Organization can take the benefit by adopting the 7 P’s. The article assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm followed by contemporary perspective of service marketing mix and its significance in retail industry. The article also attempts to develop an understanding on the traditional and extended elements of marketing mix. Lastly the article is concluded with the discussion on the strengths and weakness of 4ps’ and 7ps’.
How to cite this article: Saxena R, Sharma R. Service Marketing Mix: A Critical Review. J Adv Res Oper Markt Mgmt 2018; 1(1): 27-31.
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Journal of Consumer Marketing 2007; 24(4): 229-41.
2. Ailawadi KL, Beauchamp JP, Donthu N et al. Communication and promotion decisions in retailing: a review and directions for future research. Journal of Retailing 2009; 85(1): 42-55.
3. Akroush M, Shible M, Khawaldeh F. The effect of services marketing mix elements on customers’ satisfaction in the comprehensive motor insurance: an empirical investigation of customers’ perspectives in Jordan. Journal of Financial and Commercial Studies/ Managerial Sciences-Cairo University 2005; 2(3): 32.
4. Al Muala A, Al Qurneh M. Assessing the relationship between marketing mix and loyalty through tourists’ satisfaction in Jordan curative tourism. American Academic and Scholarly Research Journal 2012; 4(2): 1.
5. Ali J, Kapoor S, Moorthy J. Buying behaviour of consumers for food products in an emerging economy. British Food Journal 2010; 112(2): 109-24.
6. Beaven MH, Scotti DJ. Service-oriented thinking and its implications for the marketing mix. Journal of Services Marketing 1990; 4(4): 5-19.
7. Booms BH, Bitner MJ. Marketing strategies and organization structures for service firms. Marketing of Services 1981; 25(3): 47-52.
8. Chaudhuri A, Ligas M. Consequences of value in retail markets. Journal of Retailing 2009; 85(3): 406-19.
9. Cowell DW. Communication advertising. The marketing of services. Heinemann, London. 1984. pp. 12-15.
10. Dunne Á, Lawlor MA, Rowley J. Young people’s use of online social networking sites-a uses and gratifications
perspective. Journal of Research in Interactive Marketing 2010; 4(1): 46-58.
11. Ennew C, Watkins T. Insurance Marketing. Christine E, Trevor W, Mike W (Eds.) Marketing Financial Services. Butterworth Heinemann, 1998.
12. Goldsmith RE, Lafferty BA, Newell SJ. The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising 2000; 29(3): 43-54.
13. Gombeski WR. Better marketing through a principles- based model. Marketing Health Services 1998; 18(3):43.
14. Gordon R. Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal 2012; 20(2): 122-126.
15. Grönroos C. From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision 1994; 32(2): 4-20.
16. Gummesson E. Marketing-orientation revisited: the crucial role of the part-time marketer. European Journal of Marketing 1991; 25(2): 60-75.
17. Gupta S, Zeithaml V. Customer metrics and their impact on financial performance. Marketing Science 2006; 25(6): 718-39.
18. Håkansson H, Waluszewski A. Developing a new understanding of markets: reinterpreting the 4Ps. Journal of Business and Industrial Marketing 2005; 20(3): 110-7.
19. Kerin RA, Jain A, Howard DJ. Store shopping experience and consumer price-quality-value perceptions. Journal of Retailing 1992; 68(4): 376.
20. Khan MT. The concept of marketing mix and its elements (a conceptual review paper). International Journal of Information, Business and Management 2014; 6(2): 95.
21. Lovelock C, Wright L. Principles of service marketing and management. California State University-Chico. Pearson, 2001.
22. Lovelock C, Wright L. Principles of marketing and services. Samt publication. 2nd ed. 2010.
23. Madhavaram S, Badrinarayanan V, McDonald RE. Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising 2005; 34(4): 69-80.
24. Magrath AJ. (1986). When marketing services, 4 Ps are not enough. Business Horizons 1986; 29(3): 44-50.
25. McCarthy EJ, Perreault WD. Basic marketing: A management approach. Irwin, Homewood. 1960.
26. Nakhleh HM. The relationship between customer relationship marketing tactics, relationship quality and customer’s loyalty in mobile communication industry. Academic Research International 2012; 3(2): 538.
27. Pan Y, Zinkhan GM. Determinants of retail patronage: a meta-analytical perspective. Journal of Retailing 2006; 82(3): 229-43.
28. Rafiq M, Ahmed PK. Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence and Planning 1995; 13(9): 4-15.
29. Turley LW, Chebat JC. Linking retail strategy, atmospheric design and shopping behaviour. Journal of Marketing Management 2002; 18(1-2): 125-44.
30. Virvilaite R, Daubaraite U. Corporate social responsibility in forming corporate image. Engineering Economics
2015; 22(5): 534-43.
31. Yelkur R. Customer satisfaction and the services marketing mix. Journal of Professional Services Marketing 2000; 21(1): 105-15.
32. Zineldin M, Philipson S. Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps.
Journal of Consumer Marketing 2007; 24(4): 229-41.
Published
2018-12-12
How to Cite
Saxena, R., & Sharma, R. (2018). Service Marketing Mix: A Critical Review. Journal of Advanced Research in Operational and Marketing Management, 1(1), 27-31. Retrieved from https://adrjournalshouse.com/index.php/Journal-OperationalMarketing-Mgt/article/view/523
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Section
Review Article
