In this paper, the usual 7 Ps in services marketing have been expanded to 10 Ps, with 3 Ps being added on, and the Ps are also seen in the customer's perspective a la 10 Cs, to make the marketing concept more complete and comprehensive. The 10 Ss have also been included, and are seen as the vital components of success in the marketing of club services.
Modern services industries are in an almost constant state of change. Here, the researcher will be expanding those traditional and controllable components of tactics in services marketing from the usual 7 Ps to 10 Ps, or 10 Cs. The Ps of marketing need to be expanded, the Ps in services marketing too are not enough; marketers need to add the 10 Ss too; these 10 Ss reinforce the concepts of the 10 Ps (10 Cs).
Services to customers are fast becoming everything in business (Low, 2002, 2000). Services marketing is vital in the new , where there are myriad goods and services, as well as increased competition and customer demands. It becomes critical to own customers to survive (Theyvendran, Yim-Teo & Chao; 2004: 1 - 12). There is a need to serve and give customers what they want and when they want it.
For the 7th P, people, looking at the customer's perspective, it is the service company's corporate culture and internal marketing, the way it relates to its customers and staff or internal customers (Kotler, 2003; Chong & Lee-Patridge, 1997). Are the service provider's employees customer-oriented? What are the company's internal marketing ways, and how it relates with the company's customers? The customers are certainly concerned whether the service company staff are courteous. |
