Service calls upon an extra three, totaling seven and known together as the extended marketing mix.
These are:
- People
- Process
- Physical Evidence
People
People in contact with customers can affect satisfaction. Whether as part of a supporting service to a product or involved in a total service, people are particularly important because, in the customer's eyes, they are generally inseparable from the total service.
Process
This is the process involved in providing a service and the behavior of the employee may be crucial to customer satisfaction.
Physical Evidence
Service is intangible. It is difficult for the customer to know how the service is going to benefit them without experiencing it. Providing the potential customers the chance to see what a service would be like through physical evidence, such as case studies or testimonials would help.
