The CAPS concept enhances and supplements the 4 Ps of the marketing mix and has special significance in the marketing of services. The following connections may be considered.
1) Price + Consider the inconvenience that is caused to the customer. This could be loss of time, safety or loss of dignity. This adds to price.
2) Place + Access refers to the ease with which a service can be conveniently used
3) Promotion + Promotion of services – explore the many aspects of a service that are intangible
4) Product + Service has far more dimensions than a product and can only be experienced, not touched or smelt.
Example for use:
Applying CAPS to a bank to improve customer service.
Consideration – The paper work could be made easy to understand and someone may be deputed to help.
Access – Computer and Internet access may be provided so that people can complete their transactions from home or office. 24/7 ATMs improve access.
Promotion – Member-get-member programs may be used.
Service – Home delivery or office delivery of cash could be offered to selected clients.