1, tangible display
In view of the intangibility of service, service enterprises can enhance consumers' trust in the enterprise through some tangible displays, and at the same time, service enterprises also make corresponding service commitments to consumers through tangible displays, which is helpful to reduce consumers' perceived risks. It can be seen that the exhibition can start from four aspects: environmental conditions, spatial layout, signals and signs, and people to create a service scene that conforms to the brand image.
2. Internal marketing
In view of the differences and inseparability of services, service enterprises should attach importance to the management of internal employees. As the object of direct contact with customers, the professional quality of employees directly determines the level of service, thus affecting consumers' impression of the brand. To improve the professional quality of employees, we must first have a long-term and systematic service management system and build a stable, serious and excellent service team.
3. Word of mouth construction
In view of the intangibility of services and the non-transferability of property rights, the services provided by enterprises are easy to be imitated, so the construction of word-of-mouth is particularly important. Through word-of-mouth construction, service enterprises are more competitive and brand-aware than their competitors. Good word-of-mouth can also help enterprises reduce consumers' perceived risk, enhance consumers' willingness to buy and improve the quality of market share.
Characteristics of service marketing:
1, intangible service products
Service product is an intangible, untouchable, non-storable, non-transferable and non-standardized activity or process. It is often difficult to describe and evaluate with specific physical characteristics, and more depends on the subjective feelings and experiences of customers. This requires that service marketing should focus on improving service quality and enhancing service credibility and identifiability.
2. The indivisibility of service products
The production and consumption of service products are carried out at the same time, that is, service providers and consumers must interact at the same time and place to complete the delivery and acceptance of services. This requires that service marketing should pay attention to establishing good interpersonal relationships, improve the professional quality and communication ability of service personnel, and provide personalized and flexible services according to different consumer needs and situations.
3. Heterogeneity of service products
Service products are provided and implemented by people, and influenced by many factors such as manpower, technology and environment, it is difficult to guarantee the same or consistent service level and effect every time. This requires that service marketing should focus on formulating and implementing strict service standards and processes, and strengthen the training and supervision of service personnel.