1.

0 Introduction

1.1 What are services

A type of economic activity that is intangible, not stored and does not result in
ownership. A service is consumed at the point of the sales. Services are the one of two
key components of the economics for the other being goods. The huge examples of
services include the transfer of goods, such as postal service like delivering mail and
the use of expertise or experience such as a person visiting the doctor.

Services that are being offered are not only centred on the services as products
but also as part of the offer to complete the tangible products. As such, service
departments like accounts and legal departments as well as hotline services have been
established is companies.

1.2 Services that have been chosen

Referring to the existing business firms in Malaysia, there are many businesses
that are offered on the basis of services. The most frequently selected service in
Malaysia is clearly seen as a print and copy service. Printing services can be an
additional source of income because of the demand for paper, assignment, or folio
requests in color or black and white. In addition, the photocopy is also great because
there are only documents that require photostat service. These services can be run at
home, hostel, or continue to open a business of printing and photocopy services by
renting small premises or stalls. With good price offers and satisfactory quality to all
service users, this is one of the services selected due to the high demand.
2.0 Description of the existing marketing strategies

Owning our own printing business and services is one of the factors that greatly
contributes to our personal economic development and is a great choice in this
industry to use every service offered. However, we certainly know that it is not an
easy thing for us to grow our own business. What's more, there is fierce competition
from competitors who have the same business or service. It is important for us to
ensure that the business or service offered remains competitive in order to attract
potential customers as well as retain existing customers. However there are few ways
to use for the better strategies in this service.

2.1 Networking

Networking is very important to ensure the continuity of the business or service

offered. Indeed, the printing industry is a very competitive industry today. Therefore,
it is very important for a business or service to stay prominent in the market. One of
the things we can do is get involved in the community by hanging out with friends in
the same industry. This can be done by attending forums for example. Not only will
we be able to meet potential customers, but it will also keep us updated on the
promotion for the service that have been made. We can also create marketing products
by sponsoring any event by making the product or service offered as one way to
attract customers.

2.2 Build good relationships with customers

Customers are part of the business or service offered. Without customers, it is not
possible for the business or service provided to achieve maximum success. Sometimes
they can get complicated with various bugs based on each user's natural behavior. But
as good businessmen, it is very important to build a good relationship with being
open, positive and courteous. Try your best to fulfill customer demand based on
capabilities and fit with the services offered. The "customer is always right" tagline, is
a tagline that needs to be taken into account in the offers made on each service. If
customers' needs are guaranteed then there will be confidence in their customers to
use the services provided in the long run.

2.3 Social media usage

In this era of technology, the use of social media is crucial to attracting customers
to the services offered. With the presence of Facebook or Instagram it will help to
maintain and also build a business reputation in mutual economic development.
Building a business page with content that reflects the business objectives or services
offered is crucial. Keep the content page up-to-date with the business. With that in
mind, customers will be kept up to date on the business and services offered. Mass
media-based opportunities are a smart move and don't actually cost much but give a
great return on the services offered.

2.4 Promotion

By offering promotions, it can attract and interest customers to use the services
provided. But do not overdo it by giving your customers lots of promotions. Fear that
it may misrepresent customers. Based promotions will further expand the business or
service offered.

2.5 Top up

What can we give our customers? This is a factor that helps us to think more
deeply about the services offered. What makes our business more special than our
competitors? These are the added value we need to have in order to value our
business. We may have any weaknesses. But don't worry, not all weaknesses are
burdensome. Make it a strength for us to grow in the future. All we can do is research
the market and refine our existing business strategies or services. Do not be afraid to
say NO if we can't meet customer expectations (build customer confidence). Listen to
and respond to customer complaints and reviews.

3.0 Categories of services mix

Companies typically offer a wide range of things in their business and services.
Therefore, the services here can be categorized as major or minor to a business. It is
based on the needs and views of a company. Customers typically cannot judge the
technical quality of some services even after they have received them. At the left are
goods high in search qualities that is, characteristics the buyer can evaluate before
purchase. In the middle are goods and services high in experience qualities
characteristics the buyer can evaluate after purchase. At the right are goods and
services high in credence qualities characteristics the buyer normally finds hard to
evaluate even after consumption. Because services are generally high in experience
and credence qualities, there is more risk in their purchase, with several
consequences. First, service consumers generally rely on word of mouth rather than
advertising. Second, they rely heavily on price, provider, and physical cues to judge
quality. Third, they are highly loyal to service providers who satisfy them. Fourth,
because switching costs are high, consumer inertia can make it challenging to entice
business away from a competitor.

3.1 A pure tangible good

Pure material such as soap, toothpaste, or salt without the services provided.
Unlike printing and photocopying, as this business is service-based. A tangible good
with accompanying services, like a car, computer, or cell phone, with a warranty or
customer service contract. Typically, the more technologically advanced the product,
the greater the need for high-quality supporting services. However, similarities to pure
material are the result of print and photocopy on paper in either white or black. This
refers to the authenticity of the products being traded to service-based consumers
where quality and specificity of the services offered are the benchmark and fulfill the
needs of consumers.

3.2 A hybrid offering

Based on the understanding, the word hybrid refers to excellent service and to
meet the needs of consumers. There are many examples of hybrid deals such as, meal
for the five stars hotels. However, what can be likened to this hybrid is that the quality
of the quality assurance to the affordable price range available in the printing and
photocopy services offers is known as a hybrid. Although, it appears that printing and
photocopying are relatively small, however, the provision of services offered to
consumers is subject to consumer demand and demand, just like any other luxury or
hybrid service.

4.0 Characteristics of services

Service businesses have unique characteristics that should be explored and

understood when developing a marketing plan and competitive strategy. The four key
characteristics of service businesses are: Intangibility, Inseparability, Perish-ability,
and Variability. Let’s take a closer look at each of these qualities so we can apply
them to our service business. I will also provide some tips for dealing with the
challenges inherent in each characteristic.
 4.1 Intangibility

When we buy a car, we can see it, feel it, and test it before buying. In other
words, the product has a high quality of information that gives users information so
that they can compare one product with another. The service, on the other hand, is not
significant. Most services cannot be experienced or consumed until a purchase is
made. Customers can easily feel like they have to make a purchase decision without
enough information. Just like printing and photocopy. The service can only be viewed
and heard before the user gets the full result, which is after the service is completed.

4.2 Inseparability

To continue using the car analogy, cars are manufactured in one location, sold in
another, and used in another. The service is unique in that it is usually provided and
used at the same location as printing and photocopy occur simultaneously upon
request. Due to their inseparable nature, customers have strong expectations of how
the service will be provided, which can lead to frustration if their expectations and
expectations are not met. This requires strong communication between customers and
service providers, as the voice of the user can influence the development needs of a
service.

4.3 Perish-ability

If the car is not sold today, it may be stored and sold the next day or at another
time in the future. Services, on the other hand, are often fragile, meaning that unused
capacity cannot be stored for future use or sale. For example, printing and
photocopying might be full service the next day and a half. If printing and
photocopying goes with a flexible staff model, the expenses are the same every day.
However, the income picture is quite different, which affects profitability. This
challenge can be overcome by carefully managing supply and demand. Printing and
photocopying may operate with less staff throughout the week and hire additional
staff to close the weekends when demand is higher. This strategy will enable services
to provide the same level of customer service with varying customer demand and
increase productivity.

4.4 Variability

Once we have decided to buy a Honda Accord, you know that there is no
variation in the quality of the Accord from any other Honda dealer. Manufactured
goods tend to have automated processes and quality assurance procedures that
produce consistent products. However, the quality of service can vary by many
factors, including who provided it, where it was provided, when it was made
available, and how it was provided. The more our business relies on people to provide
services (rather than automation), the more susceptible to change.

Establishing standard procedures (or checklists) ensures consistent service

delivery. If we have employees, training is important. Can technology improve the
aspect of our business? A clear example of the impact of technology depicted by
ATMs is reducing the variability of bank cashier services for customers. Do not forget
"little things" like invoicing and newsletters. Once we have the "customer touch", we
have the opportunity to demonstrate consistency and professionalism, which translates
into our customers' perception that our service is consistent in quality.

When we explore the unique features of our service business, do not be

overwhelmed by the challenges they face. "Challenge" is simply a disguise of
opportunity. Now that we have this information, change one or more of these service
features into a competitive advantage for our business.
 5.0 Marketing strategies for service firms

When service firms think of marketing strategies, they typically consider out-of-
the-box techniques such as messages sent directly to potential customers and
customers. The goal, in this approach, is to be persuasive and engaging so that the
audience responds and engages with the service.

These techniques are undeniable in style as long as there is marketing. But

service marketing strategies have evolved over the years, especially after the advent
of digital marketing. Service buyer behavior has changed. They are more likely to
conduct an internet search for a service farm, and may read customer reviews to
evaluate their services.

This, in fact, has expanded the range of services marketing strategies needed.
Maintaining competitiveness, today, means taking full advantage of various strategies.
But among all the services marketing strategies available in today's competitive
business environment.

5.1 Traditional marketing mix versus advance marketing versus element of services

One of the basic concepts in marketing is marketing mix. It is the organisation’s

control elements that can be used to satisfy consumers or to communicate with them.
The main marketing mix elements are product, price, distribution and promotion.
These elements are basically deciding factors in the marketing plan. Normally, the
buyer has to be present when the service is offered like printing and photocopy
services for the focus example. The services is tangible, so these is the factors being
the additional elements of the marketing mix are:
 5.1.1 People

Human management refers to the involvement of individuals such as personal,

firms, users or the consumers in conveying and influenced buyers. This refers to the
services given to the buyers, such as the printing and photocopy on how the services
given influence the people to use the services with the goods and satisfying with the
management for services.

5.1.2 Evidence

Evidence refers to the surroundings where the services are offered to the users or
the buyers. It also includes the interaction between the firm and the consumer and any
tangible component that enables communication to take place. For example, the
printing and photocopy give the service for making the business card, assignment
printing, and many more is the types of physical evidence of the quality and the
satisfying of the services given.

5.1.3 Process

Process involve actual procedures, mechanisms and activity flows where services
are offered. It includes the offer process as well as services operations. Services
providers can offer various services process to consume, for example the printing and
photocopy services may have the binding, colourful printing, and many more services.

5.2 Service triangle

The creation of the services is based on the influenced by the physical evidence,
management and process for supporting the tangible element for consumers. Services
marketing does not only focus on the external marketing but it also involves into three
other factors of the marketing process, known as external marketing, interactive
marketing and internal marketing.

5.2.1 External marketing

External marketing refers to the marketing that involves the promotion in mix -
advertising, sales promotion, public relations, direct selling or may use the online
selling. For example, printing and photocopy services might not use the online selling
but sometimes it may be used but mostly not. These services growth are according to
the relationship to the people, promotion and the evidence of the quality given to the
buyers or the users. The satisfying for the given services is the most important
marketing for the goods.

5.2.2 Interactive or relationship marketing

Interactive or relationship marketing involves interpersonal relationships that are

carried out by an employee with a consumers through channels like the personal
selling, customer services, services encounters and services-cape or service setting.
This involving the employee’s skills and knowledge in managing the consumer.
Customer service is the one example where the service is evaluated for the quality.
This skill can be seen in the printing and photocopy services on how there attracting
the customer by using the fine qualities and made the customers satisfying.

5.2.3 Internal marketing

Internal marketing describes the work of training and motivating employees to

serve customers well. Internal marketing requires a systematic and capable
management so that the communication between employees is accurate, clear and
consistent with what is seen and heard by consumers. This can see as the services
manage smoothly, like printing and photocopy. Most peoples will come and use the
services most every day. The good quality of the services will make the customers
trust to use services again. The good communication between employers and
employee will make the organization move smoothly by the operation or any other
training given to make it better improvement for the times to make the services
growth rapidly.

6.0 Importance of service marketing

Marketing become a particularly challenging and yet extremely be an important

task. The success in the service marketing is based on the objective or the targets. The
main success factors in marketing services are as follows:

6.1 Key different

Increasing homogeneity in product offerings, the attendant services provided are

emerging as a key differentiate in the minds of the consumers. Example printing and
photocopy are the same services with the same business. To differentiate the services
the only things that matter is the quality of the evidence or the result for the product
that given to the buyers. Service can define as the good, average and not good. So
from this scale, the difference between the other can be an attraction to attract all the
buyers in the competition.

6.2 Relationship

Relationship is a factor when comes into marketing services. The product is

intangible, a large part of the customers’ buying decision will depend on the degree in
which trusted seller. The need to listen is the needs to fulfil the customers through the
better or appropriate service and help to build the long lasting relationship. This could
lead to the customers to repeat the sales and gain the positive form from mouth-to-
mouth. For example, if the printing and photocopy services given have any complain,
the services provider need to improve their services. With this case, the better
relationship build and can make the more customers come while use the services.

6.3 Customer retention

Competitive scenario where the multiple provides are vying for a limited pool of
customers, retaining customers is even more important to attracting the new
customers. Since the services are usually generated and consumed at the same time,
they actually involve the customer in the service delivery process by taking into
consideration the requirements and feedback from the customers. Services is the
greater offer scope for customers according the requirements and this can help to
increase the satisfaction and lead to higher customer retention. For the printing and
the photocopy the promotion given like the price for certain amount for printing or the
photocopy thing such as the more being printing or photocopy the cheaper amount to
pay. This also the retention for attract the customers.

7.0 Recommendation on improvement

Expectation refers to the benefits that are expected from the consumption of a
service. Increased customer expectation can increase the loyalty levels in
consumerisation where the will likely to use the services again. Customer expectation
is the huge development through past experiences, word-of-mouth is the way in how
the services growing and being use for the huge amount of buyers. Customer will be
disappointed when the service levels goes down. The existence of a gap between the
perceived service and the expected service will cause consumers to lose interest for
services.
 The managing of the service quality well in order to fulfil the needs of satisfying
and increase the customer expectation. There are five determinants of service quality,
first is reliability. Reliability is the ability to form the promised service is efficiently
and accurately. So the service must give accurately because by this way, trust among
the buyers can gain. Second is responsiveness. The willingness to help customers and
to provide the prompt service. The service provider should give the best services to
the customers to give them feels satisfy.

Third is, assurance. It refers to the knowledge and courtesy of employees on their
ability to deliver trusted services. The service that given to the user or buyers must be
same like what been advertising, this the satisfying need with what the peoples want.
Fourth is empathy. The willingness to provide care and individualize attention to
customers. No matter what kind of the buyers or the users’ attitude, the services must
be like the usually said. From this way, the buyers will feels care within using the
services at the same time. Last is tangibles. The appearance of physical facilities,
equipment, personnel and communication materials. The evidence is needed here
because the services cannot be touch of feels but can be seen when it is complete. So
that, with the using of the best things of the equipment the evidence is the conclusion
either the services is good or not or even satisfying or not.

8.0 References
Rosa J.A, & Coronel F. (1998). Marketing management. New Jersey: Prentice Hall

Kotler P, & Amstrong, G. (2007). Principles of marketing. New Jersey: Prentice Hall

Margaret M. Martin (2003). Characteristic Of Services. London: Central Oregon

Community College

Ahmad Kuzair (2017). How to future business: University Malaya

Hairy K. & Mc Owen C. (2008). Marketing. New York: South-Western Publishing