• Constructing the Integrative Service Model to Formulate the Service Marketing Strategies

Abstract

This paper uses Greig’s (2003) three classifying criteria (content, process and context) and 5W (What, Why, How, Where, When) to combine the 4 service classifying dimensions and the associated 12 attributes of the 3P+C service classification model developed in the previous research to construct 4 operational dimensions. An integrative service model is constructed from customer and provider perspectives by combining the operational dimensions of the core services of a service firm. The marketing strategies are formulated based on the integrative model, which is a static mode at a cross-section of time. To adapt the formulated strategy to the changing environment, we have to update the strategy from time to time. We use the 4th criteria “temporal”, which is the feedback dimension of the 3P+C model, to provide the dynamism to the model. With such dynamic mechanism, the strategies formulated based on our model are able to always generate high customer satisfaction, while meantime considering the provider’s resources and capability.

Keyword: Service Classification, Integrative service model, Marketing strategy, Dynamic mechanism, Resource-based view, Operation process