Services Marketing and Delivery Strategies
Summary
Services marketing encompasses the planning and execution of value propositions where customer interaction and intangible benefits are central. Delivery strategies focus on how these services are configured, communicated and delivered across physical and digital touchpoints. Core elements include service design, distribution channels, customer experience management and performance measurement. With rising digitisation, firms employ omnichannel approaches to integrate online platforms, mobile applications and face-to-face encounters, ensuring seamless transitions between channels. Personalisation through data analytics enables adaptive service delivery, while servitization extends traditional product offerings into service-based business models. Global applicability spans sectors from financial services and healthcare to tourism and manufacturing, where customised service bundles enhance loyalty and operational efficiency. Practical applications range from subscription-based software provision to smart mobility services, illustrating how strategic alignment of customer expectations, technological capability and operational processes drives competitive advantage.
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Services Marketing and Delivery Strategies publication trend
The graph below shows the total number of articles in services marketing and delivery strategies across all publications each year (not limited to Nature Index journals).
Technical terms
Servitization: Transitioning from product sales to integrated product-service systems that deliver ongoing value.
Service encounter: Interaction between a customer and service provider, including both personal and environmental elements.
Omnichannel strategy: Coordination of multiple delivery channels to provide a unified customer experience.
Co-production: Joint creation of value by the service provider and the customer through active participation.
Personalisation: Customising service features and delivery based on individual customer data and preferences.
References
- Spotlight on customization: An analysis of necessity and sufficiency in services. Journal of Business Research (2018).
- Destination Service Encounter Modeling and Relationships with Tourist Satisfaction. Sustainability (2019).
- The New Service Realities. Journal of Business Ecosystems (2024).
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