DOES SERVICE IS A BRANDING TOOL OF A COMPANY!

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.

- Seth Godin

Customer do choose a product on various issues. Like -

• Product value
• Product quality
• Product availability and availability of service
• Service provider behavior, expertise etc.

The basic thing customer want is reliance. The more reliance a company is, the more attachment with customers. When a person come to take service he expects to get back his bike in good condition, also do expect that service provider do check their bike like their own. Among provide good service an attachment between customers and company become built.

A brand never builds in a day. It takes time to built. However, service is a part through which customers become keep in touch with a company. Like if I purchase a mobile phone, i will require service over the lifetime of set. I will go for service for more than once, this visit give chance to service providers to keep in touch with me and to maintain a good relation. If I become satisfy, I usually recommend the company to others and this is the general process. A brand value rises in this way basically.

So one cant think about a brand except service specially for the companies who sales a product which do require service.

SERVICE MARKETING - THE FUTURE

Service Marketing is the key feature of marketing. Future market expansion depends on this service sector.

There are few forms of service value measure like CSI - Customer Satisfaction Index, NPS - Net Promoter Score etc. These are the key measure from where the importance of service can be easily identified.

Above chart is a CSI vs Revenue data of a motorbike company. From this data it can be easily identifiable about the importance of Service for revenue.

The basic data shows the importance of service. The service is a part of marketing. Through service a company can retain their customers. These customers become act as revenue earner. Also the customers who do enjoy the service become act as word of mouth marketer for company.

There is both benefit and risk of such word of mouth marketers. Such as when a customer do get bad experience thus their experience goes to another 9 people etc. 

To ensure customer satisfaction many company do provide focus on service and service marketing. These companies try to focus on service marketing physical and online both. like physical better service, Service quality check by call, online tips, Service renovation and customers feedback. These ingredients are the key feature of a company and these are the ingredients of service marketing.