SOLUTION: CU Synthesis of Research Articles on Marketing Service as Opposed to a Product Essay

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SOLUTION: CU Synthesis of Research Articles on Marketing Service as Opposed to a Product Essay 1

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Running Head: MARKETING A SERVICE

Synthesis of Research Articles on Marketing a Service as Opposed to a Product
Student’s Name
Institution Affiliation

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MARKETING A SERVICE

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Abstract

In this research, a synthesis of five journal articles is conducted to provide key insights to service
marketers. From the articles, three key themes emerge that form the thesis of the study. The first
theme pertains to customer satisfaction and perceived service quality. These are two main goals
for marketers, and through them, marketers achieve multiple beneficial customer behavioral
outcomes such as loyalty, repeat purchases, higher involvement, and long-term relationships.
The other two themes pertain to strategies through which service marketers can achieve these
key goals. The first strategy is through customer experience enhancement, while the second
entails cultural competence. Marketers should implement these strategies to achieve the benefits
of customer satisfaction and perceived service quality.

MARKETING A SERVICE

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Synthesis of Research Articles on Marketing a Service as Opposed to a Product
Marketers agree that the management of marketing activities and strategies in service
businesses significantly differ from those in product-oriented businesses. This is mainly due to
the intangible and personal nature of the service business’ value proposition, which creates a
slightly different context for marketers. For this reason, a synthesis of five journals that discuss
service marketing is carried out to draw key insights that can guide service marketers. There is
an emphasis on customer satisfaction and customer perceived quality as key success outcomes in
service marketing from the jour…

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