The Role of Services Marketing Management in Increasing Customer Satisfaction and Loyalty

Abstract

The service industry has become one of the main drivers of economic growth, making service marketing management a crucial strategy in building long-term customer relationships. This study aims to analyze the role of service marketing management in enhancing customer satisfaction and loyalty. By applying the service marketing mix (7Ps: product, price, place, promotion, people, process, and physical evidence), businesses are expected to deliver superior value and memorable experiences to customers. The research employs a qualitative approach supported by literature review and case analysis to identify the relationship between service quality, satisfaction, and loyalty. The findings indicate that effective service marketing management not only improves customer satisfaction but also fosters loyalty through trust, positive word-of-mouth, and repurchase intention. Furthermore, digitalization and personalization of services strengthen the bond between service providers and customers. This study highlights the importance of integrating service marketing strategies into organizational practices to achieve sustainable competitive advantage.