The 12 P's of Service Industry

4 P's of Products and 8 P's of Services are not new to any one who has knowledge in marketing. When we say marketing mix for products they are:

• Product

• Price

• Place

• Promotion

When it comes to services there are 4 more that are added

• People

• Package

• Process

• Physical evidence

Now am adding four more to the 8 P's of services that will determine the quality of your services which will help in improving customer satisfaction.

Ultimately quality means meeting the requirements of customer and for different customers quality is what they define it is. For services due to its intangible characteristic, maintaining quality by meeting standards is highly challenging. Because the same service provided by two different people varies. This is the reason why process and standardization of services are becoming more meaningful and relevant to service providers

Now coming to the new P's that can be added are

• Persistence

• Preparedness

• Patience

• Personal Interest

Persistence: Unlike products that must have consistence, people must practice and develop persistence so that consistency can be maintained in the process that is followed or to e sure that everyone delivers same quality while delivering a service. Mostly it is the delivery gap that is found with regard to problems in service quality. It is very important to have persistence to achieve competitive advantage.

Preparedness: This is a key element. Due to the variability characteristic of services, service delivered to one customer may not be same as what is delivered to another. More over the expectation of customers also differ with respect to their characteristics, knowledge and perception that service delivered must be customized to suit their requirement.

Patience: Due to the inseparability characteristic of services, the person who is providing the service as well as the one who is availing or experiencing the service must have patience in order to achieve the desired result most of the times patience is required. With regard to products, working can be shown but for service it needs to be experienced.

Personal Interest: It is this 12th P that must be considered first. The servicer provider who takes personal interest to provide a service that intends to solve a problem of the customer wins. It is your mind that decides what the result of service delivered is going to be. Your mind controls your actions and your actions control your outcome.

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