Pampering focuses on the feel-good experience of (existing) customers. From the studies of Reichheld / Sasser, the profitability of a customer relationship has been long identified (Sattler, 2008).
Although the model “4P” is an arbitrary distribution of marketing analysis, some authors add other dimensions such as Customer or more recently the “P” from the participation of technical Web 2.0 and more particularly of Marketing 2.0. Critics are also emitted by other experts who believe that certain points of this model are for products and services for individuals. The legitimacy of the 4P model is also questioned about the services because it seems insufficient. Therefore the authors, including Berry (1985), and Eiglier Langeard (1987) or C. Lovelock (1996) have developed a new model (Krohmer, 2006). This takes into account the specificities of “servuction” (creating a service) which are intangibility, but also the heterogeneity and the perishable nature of these. Some have criticized the conceptual contribution of the new Ps as they represent the ideas which can be included in the original 4 Ps: the “Process” is essentially a problem with the product, while “People” is essentially linked with production, therefore the product, or sometimes for promotion, and “Physical evidence” would be more or less equated with the promotion (Borden, 1964).
“4P”模型虽然是一个任意分布的营销分析，一些作者添加的其他方面，如客户或最近的“P”从技术的Web 2.0和营销2.0更特别的参与。评论家们也发出其他专家，他们认为，这种模式的某些点的产品和服务，为个人。 4P模式的合法性，也质疑有关的服务，因为它似乎不足。因此，包括贝瑞（1985），和Eiglier Langeard（1987）或C.洛夫洛克（1996）的作者，已经开发出一种新的模式（Krohmer，2006年）。这要考虑到“服务生产”（建立服务），这是无形的，但也是异质性，这些易腐性的特殊性。有人批评概念的贡献，因为它们代表的新的诗的构思可以被包含在原始的4个P：“过程”的产品的问题，本质上是“人物”，而本质上是与生产，因此，该产品或有时推广，和“物证”将或多或少等同与推广（博登，1964）。