Some common misconceptions about service marketing include the belief that the same strategies used for product marketing can be applied to service marketing. This is not the case as services are abstract and their effectiveness and value are hard to measure from a customer's point of view. Another misconception is that the quality of a service can be easily judged before it is consumed. In reality, the quality of a service is often only apparent after it has been delivered.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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