Marketing Insights from a Classification of Services 1

Abstract

This article presents a classification of consumer service establishments based on the degree to which the consumer views the service as a means to an end, (i.e. an instrumental service) or considers the service to be an end in itself (i.e. an expressive service). Elements of the marketing mix should be shaped to fit the classification of the service. The instrumental service is a means to an end and for this reason the customer will wish to minimize the time, effort, and money necessary to obtain and use the service. Convenient location, fast service, and competitive prices will be important in the marketing mix. Expressive services, considered as ends in and of themselves, attract customers by providing better quality.