Discuss the Marketing Strategies for service Firms?

In addition to the traditional four P's of marketing, service providers must pay attention to three more Ps suggested by Booms and Bitner for services marketing: people, physical evidence, and process. Because most services are provided by people, the selection, training, and motivation of employees can make a huge difference in customer satisfaction. Ideally, service employees should exhibit competence, a caring attitude, responsiveness, initiative, problem-solving ability, and goodwill.
Companies should also try to demonstrate their service quality through physical evidence and presentation. Thus, a hotel such as the Four Seasons will develop a look and observable style of handling customers that embodies its intended customer value proposition (in this case, luxury accommodations). Finally, service companies can choose among different processes to deliver their service. For instance, McDonald's outlets offer self-service, while Olive Garden restaurants offer table service