4.6 Extended Marketing Mix

The provision of services relies on the goodwill of all employees, and their ability to provide consistently high quality service to customers. It is important for service-oriented businesses to build good relationships and trust with its customers, who may either help promote the business or damage the reputation of the business through word-of-mouth.

The effectiveness of people in marketing or delivering a service can be measured in a number of ways:

• Appearance and Body Language - Uniforms and formal clothing are worn in many occupations to portray a more professional appearance. The professionalism of the staff will enhance clients’ perception of the service.
• Aptitudes and Attitudes - The capability of staff to perform at a high level for every service is related to their behaviour and mindset in the workplace. Managers would encourage staff to be knowledgeable about products, be proactive and attentive to the needs of the clients, and have basic courtesy when dealing with clients. These behaviours can have profound impacts on the quality of the service provided.
• Efficiency - Staff who do not keep clients waiting and make fewer mistakes will help the business gain a better reputation and image. Competency is therefore critical to the provision of high-quality service, and it can be achieved through comprehensive training of staff.

The efficiency and convenience of the service provided by the business will have a significant impact on the customer’s experience, and determine whether customers will make repeat purchases and spread a positive word on the business.

Businesses can improve processes through:

• Payment Methods - Businesses may offer more convenient methods of payment, such as credit or payment on the phone
• Waiting Time - There will be negative consequences if the business is unable to forecast and manage demands. The longer customers have to wait for a service, the less satisfied they will be.
• Customer Service - The convenience of receiving help from the business for the use of their product, as well as the degree of attentiveness and politeness of staff towards customers when they have problems.

The tangible aspects of a service that indirectly communicates the quality of the service on offer, such as the interior design of the lobby and general aesthetic and cleanliness of the location. High-grade physical evidence is imperative for the impression of a professional and high-quality service.