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Marketing Insights from a Classification of Services1

Marketing Insights from a Classification of Services1 This article presents a classification of consumer service establishments based on the degree to which the consumer views the service as a means to an end, (i.e. an instrumental service) or considers the service to be an end in itself (i.e. an expressive service). Elements of the marketing mix should be shaped to fit the classification of the service. The instrumental service is a means to an end and for this reason the customer will wish to minimize the time, effort, and money necessary to obtain and use the service. Convenient location, fast service, and competitive prices will be important in the marketing mix. Expressive services, considered as ends in and of themselves, attract customers by providing better quality. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Journal of Small Business SAGE

Marketing Insights from a Classification of Services1

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Publisher
SAGE
Copyright
© 1977 SAGE Publications
ISSN
0363-9428
eISSN
1540-6520
DOI
10.1177/104225877700200105
Publisher site
See Article on Publisher Site

Abstract

This article presents a classification of consumer service establishments based on the degree to which the consumer views the service as a means to an end, (i.e. an instrumental service) or considers the service to be an end in itself (i.e. an expressive service). Elements of the marketing mix should be shaped to fit the classification of the service. The instrumental service is a means to an end and for this reason the customer will wish to minimize the time, effort, and money necessary to obtain and use the service. Convenient location, fast service, and competitive prices will be important in the marketing mix. Expressive services, considered as ends in and of themselves, attract customers by providing better quality.

Journal

American Journal of Small BusinessSAGE

Published: Jul 1, 1977

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