The Different Types of Services in Marketing: Explained

Introduction to Services in Marketing

Services are intangible, non-physical and perishable products that cannot be stored or transported. In marketing, services are defined as activities or benefits which are offered by a company to satisfy customers’ needs and wants. Services play a vital role in the overall marketing mix of an organization, alongside product, price, and promotion. In this article, we will explore the different types of services in marketing.

1. Core Services

Core services are the main services offered by a company that satisfy the primary needs of customers. For example, a hotel’s core service is providing lodging facilities, while an airline’s core service is transporting passengers from one place to another. Consumers generally choose a company based on the quality of its core services.

2. Peripheral Services

Peripheral services are the additional services offered by a company to enhance the core service and create additional value for customers. For example, a hotel may offer free breakfast, free WiFi, or a swimming pool. Peripheral services are not essential to the core service, but they can influence customers’ purchasing decisions.

3. Delivery Services

Delivery services refer to the methods used by companies to deliver their services to customers. It includes the physical delivery of the service, the quality of the delivery process, and the level of customer service. For example, an e-commerce company’s delivery service includes the packaging, shipping, and tracking of the product. Delivery services can significantly impact the customer experience and satisfaction.

4. After-Sales Services

After-sales services are the services offered by a company after the sale of the product or service. It includes installation, maintenance, repair, and customer support. After-sales services are crucial for ensuring customer satisfaction and loyalty. For example, a computer manufacturer may offer a warranty and technical support for its products. After-sales services can also act as a differentiation strategy for companies to stand out from their competitors.