Marketing service businesses

The UK has a strong and growing service sector, much of which is oriented around activities concerning electrical engineers. Marketing a service has special attributes: there is no product at the point of sale, service is delivered by people, customer attention and interest is needed to retain customers. Service companies need to focus on the requirements of their customers. Customer orientation means ensuring that the service delivered meets the customer´s needs, and this leads to defining service standards and measuring performance of the delivery. Management control of delivery is important to success, not least because image is not created but is primarily determined by the customer´s experience of the service. Approaches to identifying markets and market planning are suggested