Problems and Strategies in Service Marketing: Bangladesh Perspective

Abstract

Unique characteristics named intangibility, inseparability in production and consumption, perishability, irrevocability and heterogeneity make services different from goods and pose vexing problems that are not faced by the goods marketers. Perishability and irrevocability features of service create problems in managing fluctuating demand. Moreover, additional P’s of service marketing namely period, physical evidence, people, process, etc. need to manage in a different way. That’s why service marketing problems require solutions which are different from that required for goods marketing. Service quality Gap Model will be fitted to better answer the problems faced by service marketer.