Question
एकीकृत सेवा विपणन संचार (Integrated Service Marketing Communication)
Answer :
Word Count : 622
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एकीकृत सेवा विपणन संचार (Integrated Service Marketing Communication-IMC) सेवा क्षेत्र में विपणन की ऐसी समन्वित प्रक्रिया है, जिसके माध्यम से संगठन अपने ग्राहकों तक एक स्पष्ट, सुसंगत, विश्वसनीय तथा एकरूप संदेश विभिन्न संचार माध्यमों द्वारा पहुँचाता है। सेवाएँ अमूर्त (Intangible), अविभाज्य (Inseparable), परिवर्तनशील (Variable) तथा नाशवान (Perishable) होती हैं, इसलिए ग्राहकों का विश्वास प्राप्त करने और दीर्घकालिक संबंध स्थापित करने के लिए प्रभावी संचार अत्यंत आवश्यक होता है। एकीकृत सेवा विपणन संचार का उद्देश्य सभी विपणन एवं संचार गतिविधियों को इस प्रकार जोड़ना है कि ग्राहक को प्रत्येक माध्यम से समान संदेश और समान ब्रांड अनुभव प्राप्त हो। सेवा विपणन में विज्ञापन, जनसंपर्क, व्यक्तिगत विक्रय, बिक्री संवर्द्धन, प्रत्यक्ष विपणन, डिजिटल विपणन, सोशल मीडिया, ई-मेल, मोबाइल एप्लिकेशन, वेबसाइट, ग्राहक सेवा केंद्र तथा कर्मचारी व्यवहार जैसे सभी संचार साधनों का समन्वित उपयोग किया जाता है। इन सभी माध्यमों के बीच एकरूपता बनाए रखने से संगठन की विश्वसनीयता बढ़ती है और ग्राहक के मन में ब्रांड की सकारात्मक छवि
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