Emotional drivers and cognitive triggers in designing personalized service interactions

Despite the profound changes over recent decades in the relationships between firms and consumers, fueled mainly by advances in information technology, academic theorists have frequently overlooked this new reality. Product marketing, more specifically the traditional 4Ps (product, pricing, placement, promotion) approach still dominates. Service marketing and management is dominated by the modified 4Ps framework of services marketing - services and products are essentially the same, with a few tweaks to reflect the intangibility, inseparability, heterogeneity, and perishability inherent in service offerings. Products must be designed around buyer wants and preferences, and priced and promoted accordingly; goods-focused financial and production criteria always dominate.