Around 70% of business activity today relates to service (Census Bureau, 2018). Services utilize many of the same marketing approaches as other disciplines with some added approaches. With services you are not always selling something tangible, therefore relationships become central to your marketing efforts. This means customer service and therefore customer satisfaction has to be at optimal levels at all times.
For service providers, systems become necessary, to keep service standards consistent across all locations and touch-points. Services marketing is as much about marketing internally to employees as it is externally to customers. This involves a communication strategy that looks both inward and outward.