engleski

CUSTOMER CONVENIENCE AS A FACTOR OF SERVICE BRANDING – A PROPOSAL FOR 8P SERVICES MARKETING MODEL

The services sector is a key factor in the modern economy, where the area of marketing and branding is still not sufficiently researched. In modern “dream society”, the brand is a means of trying to “sell the fulfilment of dreams” through emotional stories that affect the feelings and reason of the client, with the aim of gaining client loyalty. The concept of 7P marketing mix of services is the backbone for the differentiation of a service company, where the brand is extremely important because it is a source of competitive advantages. Elements of brand identity provide tangibility to the service and influence consumer awareness through the creation of unique and strong associations and feelings towards the service brand. The aim of this paper is to describe and highlight the specifics of modern service branding. Selected global brands from the service sector were analysed for additional 3P elements of the marketing mix (people, physical evidence and process) and also according to customer benefits. The analysis resulted in important insights into the key success factors of the analysed brands.

service marketing, 7P marketing mix, customer convenience, service branding, brand market value

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