Indian Retail Industry-Pantaloon Retail (India) Ltd. Part VII (ii)

7 Ps of Service Marketing (continued)

People: A significant and necessary component to any service provision is its people and staff. Undoubtedly, recruiting the right staff with the proper set of skill and providing them with the appropriate training is of utmost importance to deliver the services efficiently. This helps the organization to attain a competitive advantage. The consumers make their own judgments and form perceptions based on the service provided by any retail chain and their staffs the consumers interact with. The staff base therefore must possess the required interpersonal skill including the appropriate attitude for the job. The employees must have the service knowledge to offer the service that consumers are paying for. A number of organizations in Europe apply for ‘Investors In People’ accreditation (LearnMarketing, n.d.). The customers are actually lead to believe that the human resource is well equipped and have the necessary training to handle fragile customer issues.

Process: Processes are the systems which offer assistance to the organization so that it is able to deliver the service efficiently. Punctuality and quality of service are the two most important factors, which must be offered by an effective process or system. Competent and resourceful processes are expected to foster consumer loyalty and confidence in the organization.

Physical Evidence: Physical existence of the service offering is another significant factor of the service marketing mix. For instance, when one enters a restaurant, he or she expects it to be clean and having a proper ambience. In a retail chain, a customer would like to have clean floor and sufficient space with proper display of products.

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