‘Perception’ as one of the ‘P’ in services marketing mix: An improvisation of julian yudelson work

In the era of fierce competition where all the corporations are trying their best to satisfy customers to maintain their existence profitably in the market especially, in services, it is mandatory that the customers bear a positive perception in their mind about the service offered. However, it is very difficult to create such perception among customers because of gap in understanding and perception of employees who are delivering the service and the organization or employer who is developing it. Though, the study of such type of gap is not new but, a scientific method of bridging such gap can yet prove its worth. The present study is a noble attempt to further improvise the work of Julian Yudelson and propose ‘Perception’ as one of the ‘P’ in addition to product, place, price, promotion, people, process and physical evidence of services marketing mix.