The Role of Service Marketing in Supporting SME Sales Growth
DOI:
https://doi.org/10.11594/nstp.2025.4702Keywords:
Service marketing, SMEs, sales growthAbstract
The study looks into how service marketing contributes to the expansion of micro, small, and medium-sized businesses (SMEs') revenue. Enhancing UMKM's competitiveness and sustainability in a market that is becoming more and more competitive requires the implementation of service marketing. Finding efficient service marketing techniques and examining the effects of their application on the sales of smaller SMEs are the goals of this research. Several UMKMs in the service industry were the subjects of in-depth interviews and case studies as part of the qualitative case study methodology. The results of the research demonstrate that SMEs can increase their visibility and appeal while fortifying their client relationships by implementing marketing strategies that center on service personalization, enhanced customer experience, and the utilization of digital technology. The players and stakeholders in UMKM were able to develop more focused marketing strategies thanks to these findings.
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