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The article proposes a detailed exploration of services marketing, focusing on Christopher Lovelock and Jochen Wirtz's book on personal services marketing, technology and strategy in its sixth edition. It examines how service companies can adapt their strategies to meet the specific needs of consumers and improve their market positioning. First, the importance of thoroughly understanding service markets is analyzed, considering factors such as segmentation, targeting and competitive position. Key differences between tangible product and service markets are highlighted, underscoring the need for distinctive marketing approaches. The importance of understanding service customers is addressed, analyzing their expectations, perceptions and purchasing behaviors. Techniques for collecting and analyzing data on customer satisfaction, loyalty, and service quality are compared, and strategies are proposed to improve the customer experience and foster brand loyalty through a good marketing strategy. Taken together, the article offers a comprehensive view of services marketing, providing professionals, students, and academics with a guide to understanding and addressing the unique challenges associated with service delivery in today's economy.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.