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2020 | OriginalPaper | Chapter

12. Marketing Mix and Customer Loyalty in Services Marketing

Author : Rahul Gupta Choudhury

Published in: Services Marketing Issues in Emerging Economies

Publisher: Springer Singapore

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Abstract

This chapter takes a look into the interplay of services marketing with the elements of the marketing mix. It is acknowledged that services have become a dominant force in today’s economy. Some of the important services marketing activities such as retail and health care are investigated and an effort is made to understand and appreciate the dynamics of these sectors. Simultaneously, the marketing mix has expanded to include three more Ps and their relevance and applicability to extant services marketing principles were researched and studied. In the end, the concept of social marketing for socially relevant and needed projects was studied as they are a very important vehicle of development in developing countries. Proper utilization of the service marketing mix builds brand awareness which finally results in customer loyalty. The marketing mix, in the process, must be supported by adequate service quality. So, services marketing today encompasses many facets of the economy and it is in the interest of the economy and society of developing countries to make full utilization of the concepts of services marketing and marketing mix.

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Title: Marketing Mix and Customer Loyalty in Services Marketing
Author: Rahul Gupta Choudhury
Publisher: Springer Singapore
Book: Services Marketing Issues in Emerging Economies
Print ISBN: 978-981-15-8786-3

Electronic ISBN: 978-981-15-8787-0

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-981-15-8787-0_12