services marketing essays

Essay on Services Marketing Management

Introduction

The service industry requires a firm to incorporate several core concepts that can project them to improved operations in the market. There is a need to understand the significance of some ideas in the services marketing management. The report encompasses the service concept, understanding customer types, and to a large extent, the gaps model. In the research, much focus will be accorded to purpose, application and limitations of the concepts as it pertains to the success of a service providing organization.

The Service Concept

The service concept defines the need that the organization wants to satisfy among consumers in the market. The service concept encompasses perceptions that are held in the society or market regarding the services that an organization provides. It is critical to examine the role that the service concept plays in helping an organization achieve the set objectives.

Purpose of the Service Concept

The service concept plays a crucial role in the market for a firm that operates in the service industry. It helps determine the desired outcomes in the market ad value of the service provider. Understanding the scope of the service concept helps create a culture in the market that promotes the need for company services (Huotari and Hamari, 2017). When a company or organization understands perceptions that the consumers are having on the services, it can easily adjust its operations in favor of the consumer. With no or little knowledge about market notions, a firm might not be able to detect areas that are problematic in the industry. The service concept is essential in designing or re-designing services that have benefit and value to customers in the market. As such, the concept is widely applicable by companies to improve their services in a specific direction. For a firm to succeed in the service provision industry, there is a need to apply the approach for a better understanding of what roles should be prioritized to create value. Most service providing organizations have different options for what consumers can choose. Primarily, a firm applies the service concept to design and re-design existing services lines in the market.

Application

The service concept is widely applicable in many service-based organizations in the world (Huotari and Hamari, 2017). For instance, a firm can apply the concept to boost the loyalty that customers have for a specific service brand. The service concept is used to devise strategies that can see a company achieve its objectives while satisfying the needs of consumers. The management in a service providing firm must incorporate vital ideas that encompass the phenomenon of service concept for improved productivity. Customer loyalty is increased as the firm concentrates objectively on serving the needs within a population. The service concept can help a firm realize the direction that the firm is headed in terms of provision of services. Understanding the concept helps define the operations of the firm and outline how objectives set can be achieved. For instance, the marketing of services in a firm requires knowledge on the market and the existing opportunities. Understanding the phenomenon of service concept can help boost the marketing abilities of various organizations in the industry. The service concept outlines for a firm the way that services will be delivered, customers direct experience with the service, benefits of the service to the customer, and the value of the service weighed against the cost of receiving the service. As such, service concept is widely applicable in the designing of various marketing strategies, which are essential to the operations of the company.

Limitations

Application of the service concept has limitations that challenge successful running of a firm in the service industry. First, there is a challenge in linking the business strategy and service designing. Service provision is different and requires more complicated approaches to gain a competitive advantage in the market. Depending on the model a firm is using to market their products in the industry, a conflict of interest might arise between the designing of the services, which could be different from the outlined business strategy. The link between business strategy and designing of services forms a significant basis for the deficiency with the service concept. Second, the lack of consideration for measuring the performance of a service financially poses a problem to the application of the service concept (Costa, Patrício and Morelli, 2015). For some time now, most service industries do not consider the financial performance of a service in the market when applying the service concept. The fact has created a deficiency in the efficacy of the service concept to drive the organization to success.

Understanding Customer Types

There is a need to understand customer types in the market in a bid to satisfy their needs as far as service provision is concerned. It is vital to analyze the concept of understanding customer types, unravelling its purpose, application and limitations.

There are four types of customers in a service-based market, namely loyal, impulse, discount, wandering clients and need-based customers. Understanding the types of consumers in the market helps a firm formulate strategies, which are productive to the operations of the organization (Xu, Wang, Li and Haghighi, 2017). For instance, a loyal customer might have different needs as compared to a wandering customer in the market. As such, all firms in the service industry must conduct an analysis of its consumer market to determine various behavioral characteristics. Such behavioral attributes can help design services that meet their exact needs within the market. Failure to understand customer behavior might have a dire consequence on the sales that the firm makes in a particular period. Therefore, a focus on the consumer and factors that affect their consumption can be helpful to a firm. Understanding consumer behavior ensures that a firm produces services that add value according to the needs of an individual in the market.

The idea of understanding the types of customers for a firm is applied to many industries globally. Understanding consumer behavior helps answer questions that are vital for the organization to deliver reputable services to the public. For instance, it is through customer understanding that a firm can be able to know why consumers need a particular service such information is applicable in designing of appealing and value-creating services to all consumers in the market. Consumer behavior determines the approach that a firm can apply in the marketing of all services that are provided. For instance, the firm can know whether the individuals are purchasing for other people or for own consumption. Such information is crucial as it helps in determining the right message and promotion channel to use in marketing. Frequency of purchase for a specific service can act as a guide to service provision within an industry. To an extent, understanding customer behavior makes it easier to predict future demand trends for the same, which helps serve the needs of the market. Service providing firms are obliged to conduct a consumer behavioral analysis to determine needs that should be satisfied among clients.

Understanding customer types and their needs is useful for firms to design desirable services that meet their needs. The first challenge in the application of consumer theory in service-providing industries is market uncertainty (Durugbo and Erkoyuncu, 2016). Uncertainties in the market pose a challenge to the understanding of various concepts that encompass consumer behavior. Service provision industries operate in a relatively dynamic environment, which makes it a challenge to keep the firm updated. Such changes in the market result in uncertainties that make it difficult to predict the future direction of the industry. Second, misleading myths on consumer behavior serves as a significant challenge to the understanding of the concept. Managers and leaders in firms have wrong notions about consumers that mislead their decision-making process.

The Gap Model

The model was designed in the year 1985 to explain consumer expectations and gaps that should be considered by firms in the provision of services. The model primarily addresses the gaps that are vital in luring a customer to purchase a specific service. The first is the knowledge gap. The model asserts that knowledge gap sometimes exists as a result of expectations versus the provisions of the company. The discrepancy arises when management lacks a clue on what the customers want (Abu-El Samen, Akroush and Abu-Lail, 2013). The policy gap, the delivery gap, communication gap and the customer gap form a basis for the gap model in tapping existing potential. The firm can take advantage of the existing gaps to gain a competitive advantage in service provision. The purpose of the model is to identify existing gaps in consumer expectations and the actual services that the firm produces for the market. With a detailed view of consumer expectations, a firm can try to reduce the gaps for improved service provision to consumers. For instance, reducing the gap between expectations and provision s of the service can prove helpful in improving sales. It is the role of organizations to apply the gap model in a bid to solve issues on customer expectations and satisfaction.

The concept of the gap model is widely applicable in many organizations with a view of reducing the gap between the actual service provided and the expectations among consumers. The theory can be applied to improve the quality of service that a firm can provide to customers. For instance, when management understands the gap that exists in the market regarding its products and satisfaction, it is easier to make improvements without a clue, a firm might repeat the same mistakes that widen the gap between expectations and actual services provided. As such, the gap model is advantageous to the firm that applies its concepts in approaching market issues. Also, the concept of the gap model can be used to determine areas in the organizational strategy that need adjustments for sustainable service provision (Amiri and Faghani, 2012). As such, the model is essential to the management of firms that operate in the service industry. Understanding consumer expectations and perceptions is the firm’s step towards the provision of quality services sustainably.

Conducting a gap analysis is an essential strategy, though lack of actionable steps that the model provides proves to be a limitation. Most organizations that use the model have failed to incorporate actions in their implementation of the guidelines. The model can only be useful if the guidelines listed are supported by actions for the organization to realize an effect. Policy on paper can make sense if implemented using the right strategy and procedure (Hafiz and Alam, 2016). Seasonal fluctuations in the market act as a limitation to the application of the model in the service industry. For instance, change in tastes and preferences within the market can lead to fluctuations, which limit the use of the concept in an organization. The framework of the model fails to address issues of fluctuation as a challenge to its application. Increased competition in an industry can limit a firm’s ability to tap existing potential in the market. The gap model analysis should be conducted in a specific industry, say service provision, which makes it difficult for other firms to do one. Also, a gap analysis does not encompass the actions of competitor firms. Instead, firms should concentrate on analyzing markets where competitors are establishing to have a glimpse of current trends. Such limitations have challenged the validity of the model in services marketing management.

In conclusion, the concepts discussed are crucial to the establishment of a sustainable services marketing management strategy. For instance, the service concept helps firm familiarize with the needs of the market and how they can create value. Critics of the service concept believe it is ineffective since it fails to capture the price of the service in its framework. Equally, understanding consumer behavioral traits can help an organization design its services to meet the needs in the market. The concept of the gaps model is applicable in the service industry as it provides an insight into the existing potential that should be tapped. Knowledge in the market is crucial in decision making by different players. As such, there is a need to analyze the market and establish existing gaps that can provide the potential for the firm to do better.

Abu-El Samen, A.A., Akroush, M.N. and Abu-Lail, B.N., 2013. Mobile SERVQUAL: A comparative analysis of customers’ and managers’ perceptions. International Journal of Quality & Reliability Management , 30 (4), pp.403-425.

AMIRI, A.S. and Faghani, F., 2012. Mobile banking service quality and customer satisfaction (application of SERVQUAL model).

Costa, N., Patrício, L. and Morelli, N., 2015. Designing integrated product-service system solutions in manufacturing industries. In The 14th International Research Symposium on Service Excellence in Management (QUIS 14) (pp. 790-799).

Durugbo, C. and Erkoyuncu, J.A., 2016. Mitigating uncertainty for industrial service operations: a multi case study. International Journal of Operations & Production Management , 36 (5), pp.532-571.

Hafiz, N. and Alam, A.F., 2016. Applying SERVQUAL Model to Measure Online Customer Satisfaction in Package Delivery Services. JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA .

Huotari, K. and Hamari, J., 2017. A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets , 27 (1), pp.21-31.

Xu, X., Wang, X., Li, Y. and Haghighi, M., 2017. Business intelligence in online customer textual reviews: Understanding consumer perceptions and influential factors. International Journal of information management , 37 (6), pp.673-683.

Cite this page

Similar essay samples.

Essay on Podcast Viable Income
Essay on Starbucks Corporation
Information Systems Strategy Analysis of eBay Company
Williams Family Case Study Treatment Plan
Essay on Small Office Network Set-Up
Industry and Organization Research Report

Home Essay Examples Marketing

Essays on Service Marketing

Service marketing case study: bulletin place bar, difficulties in service marketing, service marketing: analysis of pinkoi experience, market segmentation for hospitality industry, top similar topics.

Marketing Research
Marketing Plan
Research Design
Marketing Strategy
Target Market
Marketing Management

We use cookies to give you the best experience possible. By continuing we’ll assume you board with our cookie policy .

services marketing

Services Marketing A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes. A person could go to a café one day and have excellent service, and then return the next day and have a poor experience. So often marketers talk about the nature of a service as: Inseparable - from the point where it is consumed, and from the provider of the service. For example, you cannot take a live theatre performance home to consume it ( a DVD of the same performance would be a product, not a service) Intangible - and cannot have a real, physical presence as does a product. For example, motor insurance may have a certificate, but the financial service itself cannot be touched i.e. it is intangible. Perishable - in that once it has occurred it cannot be repeated in exactly the same way. For example, once a 100 metres Olympic final has been run, there will be not other for 4 more years, and even then it will be staged in a different place with many different finalists. Variability - since the human involvement of service provision means that no two services will be completely identical. For example, returning to the same garage time and time again for a service on your car might see different levels of customer satisfaction, or speediness of work. Right of ownership - is not taken to the service, since you merely experience it. For example, an engineer may service your air-conditioning, but you do not own the service, the engineer or his equipment. You cannot sell it on once it has been consumed, and do not take ownership of it. Western economies have seen deterioration in their traditional manufacturing industries, and a growth in their service economies. Therefore the marketing mix has seen an extension and adaptation into the extended marketing mix for services, also known as the 7P's – physical evidence, process and people. Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following: · Packaging · ... ... middle of paper ... ... Service Many products, services and experiences are supported by customer services teams. Customer services provided expertise (e.g. on the selection of financial services), technical support(e.g. offering advice on IT and software) and coordinate the customer interface (e.g. controlling service engineers, or communicating with a salesman). The disposition and attitude of such people is vitally important to a company. The way in which a complaint is handled can mean the difference between retaining or losing a customer, or improving or ruining a company's reputation. Today, customer service can be face-to-face, over the telephone or using the Internet. People tend to buy from people that they like, and so effective customer service is vital. Customer services can add value by offering customers technical support and expertise and advice. Services Characteristics - the features of services that distinguish them from tangible products; these are intangibility, variability, inseparability and perishability. See Inseparability; Intangibility; Perishability; Variability. Services Marketing - the marketing of intangible products, such as hairdressing, cleaning, insurance and travel.

In this essay, the author

Explains that a service is an experience that is consumed at the point where it is purchased, and cannot be owned since it quickly perishes.
Explains that a service is inseparable from the point where it is consumed, and the provider of the service.
Explains that intangibles cannot have a real, physical presence as do products. motor insurance may have certificates, but the financial service itself cannot be touched.
Explains that once a 100 metres olympic final has been run, there will be no other for 4 more years.
Explains that the human involvement of service provision means that no two services will be completely identical. returning to the same garage might see different levels of customer satisfaction, or speediness of work.
Explains that right of ownership is not taken to the service, since you merely experience it. an engineer may service your air-conditioning, but you do not own it, the engineer or his equipment.
Explains that western economies have seen deterioration in traditional manufacturing industries, and a growth in their service economies. the marketing mix has seen an extension and adaptation into the extended marketing mix for services, also known as the 7p's.
Explains that physical evidence is the material part of a service. consumers tend to rely on material cues.
Describes the various types of business cards, including invoices, tickets, and despatch notes.
Explains that process is an element of the extended marketing mix, or 7p's. there are several perceptions of process within the business and marketing literature.
Explains marketing process is an element of service that sees the customer experiencing an organisation's offering.
Describes the highly focused marketing process of going on a cruise.
Explains that booking a flight on the internet begins with you visiting an airline's website, entering details of your flights and booking them. your ticket/booking reference arrives by e-mail or post.
Describes the elements of marketing mix that deliver value through process, physical evidence, and people. feedback is taken and the mix can be altered.
Explains how marketing adds value to each of the stages of a service or experience. people are the most important element of any service.
Explains that customer facing personnel need to be trained and developed to maintain a high quality of personal service. training should begin as soon as the individual starts working for an organization.
Explains the different types of salespersons: product delivery, order taker, missionary, technical, creative, and creative.
Explains that customer service teams provide expertise, technical support, and coordinate the customer interface. customer service can be face-to-face, over the telephone, or using the internet.
Explains services characteristics as the features of services that distinguish them from tangible products, such as intangibility, variability, inseparability and perishability.

Click here to unlock this and over one million essays

Marketing Mix - H&R Block

Product is/are the products or services you offer and are they unique and different, superior in quality and easier to use. In my own opinion, the product or service is one the most important aspects of a successful business. If you have an item that the customer really wants they will drive out of their way to purchase it. They are usually willing to pay a higher price if the quality justifies it. When a local popular hamburger place open up in Phoenix, people drove long distances and sat in long lines just to bite into one of their juicy hamburgers.

Fear In A Streetcar Named Desire Essay

Blanches childhood was not an easy one for her. After both of her parents died and her sister Stella left her alone in Belle Reve she was helpless and could not keep it alive by herself. This ended up with her losing Belle Reve all together as she was left alone with it. “Oh, I guess he’s just not the type that goes for jasmine perfume, but maybe he’s what we need to mix with our blood now that we’ve lost Belle Reve”. Blanche comments on the fact that she and her sister no longer own Belle Reve and have to settle for

Stanley Kowalski’s Violence in A Streetcar Named Desire

As Stanley continues torturing Blanche and draws Stella and Mitch away from her, Blanche’s sanity slowly dwindles. Even though she lied throughout the play, her dishonesty becomes more noticeable and irrational due to Stanley's torment about her horrible past. After dealing with the deaths of her whole family, she loses Belle Reve, the estate on which her and her sister grew up. This is too much for Blanche to handle causing her moral vision to be blurred by “her desperate need to be with someone, with ancestors for models who indulged in “epic fornications” with impunity, [Blanche] moves through the world filling the void in her life with lust” (Kataria 2). She also loses a young husband who killed himself after she found out he was gay when she caught him with another man. After that traumatic experience she needed “a cosy nook to squirm herself into because ...

The Real Blanche DuBois

From the first moment the Williams introduces Blanche, it is evident that she believes herself to be of a higher class, and this is shown with how uncomfortable she is around those of a lower class. When Blanche is shown an act of kindness from Eunice, “Why don’t you set down?” her response to this person of a lower class than herself is dismissive, “…I’d like to be left alone.” She instantly expects too much from a place called ‘Elysian Fields’. Blanche feels uneasy about being around those that are of a lower class, especially of those who she does not know, which is clear when she is reunited with her sister. She immediately becomes ostentatious in her actions, and begins to speak with “feverish vivacity”, “Stella, Oh Stella, Stella! Stella for Star!” Perhaps she is relieved to be with her sister once again, or it could be that she feels she now has someone to be dominant over, since she has little control over her own life. Blanche comes across as being very motherly towards Stella, “You messy child” in spite of the fact that Stella is soon to beco...

Blanche Dubois: A Tragic Hero

Blanche could not accept her past and overcome it. She was passionately in love with Alan; but after discovering that he was gay, she could not stomach the news. When she revealed how disgusted she was, it prompted Alan to commit suicide. She could never quite overcome the guilt and put it behind her. Blanche often encountered flashbacks about him. She could hear the gun shot and polka music in her head. After Alan’s death, she was plagued by the deaths of her relatives. Stella moved away and did not have to deal with the agony Blanche faced each day. Blanche was the one who stuck it out with her family at Belle Reve where she had to watch as each of her remaining family members passed away. “I took the blows in my face and my body! All of those deaths! The long parade to the graveyard! Father, Mother! Margaret, that dreadful way! You just came home in time for the funerals, Stella. And funerals are pretty compared to deaths. Funerals are quiet, but deaths—not always” (Scene 1, page 1546). Blanche lost Belle Reve because of all the funeral expenses. Belle Reve had been in her family for generations, and it slipped through her fingers while she watched helplessly. Blanche’s anguish caused her loneliness. The loneliness fueled her abundance of sexual encounters. Her rendezvous just added to her problems and dirtied her rep...

Essay On Primark And 4vs

How many different types of products or services are made by the operation? A very good example to describe the variety of output is the contrast between a taxi and a bus services. Both of this offers appointed transportation services but a taxi services has a v higher variety of output, as that of a taxi that stop to pick and drop you wherever you needed to go. Than that of a bus services that has tameable of where to go and what way is needed to followed. The variety of output and flexibility is high for a taxi and very low for a bus.

Using The 4 Ps To Market Ultimate Fighting

Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.

Case Study Of Claire's Chocolates

The characteristics of a service are intangible, inseparable, perishable, heterogeneous and lack ownership. The marketing mix of a service is not perceptible and as the features of a service is distinctive to the features of a product, it has additional elements which are process, people and physical evidence.

Conflict Between Blanche And Stanley In A Streetcar Named Desire by Tennessee Williams

Blanche who had been caring for a generation of dying relatives at Belle Reve has been forced to sell the family plantation. Blanche is a great deal less realistic than Stanley and lives in illusions which bring upon her downfall.

Business Model Analysis: Sflix's Product And Service Offerings

A product and service offering is the invention in innovation. (Wharton, 2006) This comes down to the actual product being sold, how it operates, what the product consists of, and what functions it performs. This can consist of an improvement on a product which already exists or an

Blanche is Responsible for her own Fate in a Street Car Named Desire

This essay will describe whether or not Blanches’ unfortunate eventual mental collapse was due to her being a victim of the society she went to seek comfort in, or if she was solely or at least partly responsible. The factors and issues that will be discussed include, Blanches’ deceitful behaviour and romantic delusions which may have lead to her eventual downfall, the role Stanley ended up playing with his relentless investigations of her past and the continuous revelations of it, the part society and ‘new America’ played in stifling her desires and throwing her into a world she could not relate to or abide by.

Theme Of Tragedy In A Streetcar Named Desire

Up until the moment she sees the doctor at the end of the play, she is convinced her former man, Shep Huntleigh, now a millionaire, is coming to get her and take her away to a life of stability and ease. As the doctor leads her away she says, “I’ve always depended on the kindness of strangers.” This deluded calmness and happiness that Blanche has while being lead away to the insane asylum she still doesn’t know about, is suggestive that despite reality’s eventual and definite victory, fantasy is a strong and vital thing that is used by all individually in their own circumstances. Williams uses Blanche as one way to demonstrate and explore his points on the tragedy of reality versus

Product Development Case Study

Product: the item, good or service that is being provided that delivers benefits to those who consume it; includes quality, packaging, design and brand

Collier's Five Components Of Customer Service

The second component is reliability, it relates to products and services being available to customers any time they want to use it. This includes things such as on-time operation and opening hours, including public holidays. As well as bookings being free of errors and the level of service provided be consistent among staff and at all times of the day, every day. Being reliable is of significance to customers it accounts for a lot of their expectations when dealing with a company. Being unavailable to customers reads to them that their time is not

Inseparability Characteristics Of Mcdonalds

Inseparability characteristic of a service refers to the fact that services are produced and consumed at the same time. They cannot be separated from their providers, whether the providers are people or machines. The employees of McDonald’s are a part of the service and so are the customers. The two together both influence the service that is being offered. In a restaurant, all customers are present while an individual customer is getting the service and the behaviour of the other customers can determine the satisfaction of the service delivered to that individual customer. The management of McDonald’s make sure that the customers involved in the service do not interfere with each other’s satisfaction. Services are variable and very difficult to control. This is because they greatly depend on who provides the service as well as when, where and how the service is provided. McDonald’s make sure to use quality control in order to provide its customers with consistently good service. McDonald’s hires the right people at the right time to deliver an excellent service to their customers. McDonald’s have a standardised

More about services marketing

Essay: Service Marketing

Essay details and download:.

Subject area(s): Marketing essays
Reading time: 7 minutes
Price: Free download
Published: 16 June 2012*
File format: Text
Words: 1,888 (approx)
Number of pages: 8 (approx)

Text preview of this essay:

This page of the essay has 1,888 words. Download the full version above.

Service Marketing

Sustaining loyal customers are always an issues in marketing field (XXXX). In banking industry, maintaining customer loyalty is very important since the competition among banking companies show a tight competition. Gremler and Brown (1996:171) define customer loyalty as the degree to which a customer exhibits repeat purchasing behavior from a service provider, possesses a positive attitudinal disposition toward the provider, and considers using only this provider when the need for this service exists. Based on that definition, the importance of customer loyalty is customer will give great benefits to the institution such as, minimize the cost to get new customers, more efficient operation cost of institution, institution may deduct the psychological and social cost, and loyal customers will defend the institution even attract and recommends the institution to other people. Service quality plays important role in maintaining loyal customer, by affecting customer satisfaction and creates customer loyalty. Pollack (2009) explains that service quality has a positive effect on customer satisfaction, and further influences loyalty positively. It means that a business organization offering high quality service will increase customer loyalty through customer satisfaction. According to Lovelock and Wirtz (2007:15), quality service will have an effect on customer satisfaction. Customer satisfaction over the company can be achieved by providing excellent service quality. Highly satisfied or even delighted customers are more likely to become loyal customers of a firm; those customers will make repeat purchasing on one supplier, and spreads positive word of mouth. Dissatisfaction, in the contrary, causes customer away; it is the key factor of switching behavior. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to competitors and disparage the product to others.

Service quality also influences corporate image. Alfin et al. (2013) in research journal find the significant effect of service quality on corporate image. It means that the lower quality of the service results in lower image of the company. In addition, according to previous research by Huei and Easvaralingam (2011), it demonstrates that corporate image is a full mediator in the relationship between service quality and loyalty. Based on the research background, this study aims to investigate the effect of service quality, corporate image and customer satisfaction on customer loyaty. Furthermore, this study also would like to examine the indirect effect of service quality on customer loyalty through corporate image and customer satisfaction. Upon satisfying these two research objectives, this study contributes to both theoretical and academic perspectives. For theoretical perspective, this study would examine the relationships among important marketing variables namely service quality, corporate image, customer satisfaction and customer loyalty especially in Indonesia banking industry. In addition, this study would explore the mediating role of corporate image and customer satisfaction in the relationship between service quality and customer loyalty. In practical perspective, this study would be a guideline for banking companies in sustaining their customers.

Literature Review Service Marketing

A Service is any act or performance that one can offer to another that is essentially intangible and does not result in the ownership of anything (Kotler and Keller, 2009:789). Further, according to Zeithaml, Bitner and Gremler (2009:4) service includes ‘all economic activities whose output is not a physical product or construction, is generally consumed at the time it is produced and provides added value in forms (such as convenient, amusement, timelines, comfort, or health) that are essentially tangible concerns of its first purchaser. Service marketing is a sub field of marketing, which can be split into two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and service marketing. Service marketing typically refers to both businesses to consumer (B2C) and business to business (B2B) services. Service marketing refers to the marketing of services as against tangible products. As already discussed, services are inherently intangible, consumed simultaneously at the time of their production, and cannot be stored, saved or resold once they have been used; in addition, service offerings are unique and cannot be exactly repeated even by the same service provider. Good services firms use marketing to position themselves strongly in chosen target market. However, because services differ from tangible products, they often require additional marketing approaches (Kotler & Armstrong, 2009:253).

Service Quality Quality is one of the things that consumers look for in an offer, which service happens to be one (Solomon, 2009:413). Quality can also be defined as the totality of features and characteristics of a product or services that bear on its ability to satisfy stated or implied needs (Kotler and Keller, 2012:153). It is evident that quality is also related to the value of an offer, which could generate satisfaction or dissatisfaction on the part of the user. Service quality in the management and marketing literature is the extent to which customers’ perceptions of service meet and/or exceed their expectations as defined by Zeithaml et al. (1990), cited in Bowen & David, 2005:340). Thus, service quality can intend to be the way in which customers are served in an organization which could be good or poor. Parasuraman defines service quality as ‘the differences between customer expectations and perceptions of service’ (Parasuraman, 1988). They argued that measuring service quality as the difference between perceived and expected service was a valid way and could make management to identify gaps to what they offer as services. The aim of providing quality services is to satisfy customers. Measuring service quality is a better way to dictate whether the services are good or bad and whether the customers will be or are satisfied with it. The service quality scale is designed to measure the gap between customers’ expectations of service and their perception of the actual delivered service. According to Parasuraman et al., (1988), there are five dimensions of service quality. They are tangibility, reliability, responsiveness, assurance and empathy.

Corporate Image Corporate image is the perception that different audiences have of an organization and results from the audience’s interpretation of the hint presented by an organization (Kotler and Keller, 2006:299). Corporate image in service marketing literature was early identified as an important factor in the overall evaluation of the service and the company. Kotler and Armstrong (1990:495) mention that there are five criteria to measure image assessment in service industry customers i.e high integrity, innovative, friendly, knowledgeable, large As an important construct in marketing field, Gronroos (2001) contends that corporate image has several importance. First of all, corporate image telling hope with external marketing campaign, positive image makes the company easier to communicate and achieve its purpose effectively while negative image is giving bad perception. Second, it is as a sifter that influences the perception on company’s activities. Positive image becomes the protectors over small mistakes, technical quality or functional errors while negative image enlarges the mistakes. Third, corporate images as function of customer experience and hope on company service quality, and the last, it has an important in influencing on management or internal effect. Unclear and unreal corporate image affect employees attitude toward company. Customer Satisfaction Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations (Kotler and Keller, 2009:164). If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds the expectations, the customer is highly satisfied and delighted. According to Schiffman and Kanuk (2007:9), customer satisfaction is individual perception on the performances of a product or service in relation to his or her expectation. Ferrel (2008:371) defines customer satisfaction as the degree to which a product meets or exceeds the customer’s expectations about the product. Consumer satisfaction has always been considered as an important business goal because if a consumer is satisfied with a product, service, or brand, then he would be more likely to repurchase it and tell others of their favorable experience with it. According to the Expectancy Disconfirmation Theory, satisfaction has traditionally been considered as the result of a cognitive process (Oliver, 1980:460). This theory is based on the assumption that consumer assesses product satisfaction by comparing their post purchase perception result with their expectation in such way that a result superior to the expectations (positive disconfirmation) will lead to satisfaction while the opposite effect (negative disconfirmation) will result in dissatisfaction. Based on this theory, therefore, consumer perception about the product or service after it is consumed is important in creating consumer satisfaction. Nowadays, customers always aim to get maximum satisfaction from the products or services they buy. Fully satisfied consumer are less likely to switch to competitors. Satisfied consumers are also more likely to spread positive words about the firm and its product (Ferrell and Hartline, 2008:363). More companies now recognize the importance of satisfying and retaining customer. Satisfied consumer constitutes the company’s customer relationship capital. If the company were to be sold, the acquiring company would have to pay not only for the plant and the equipment and the brand name, but also for the delivered customer base, the number and value of the customers who would do business with the new firm (Kotler and Keller, 2006:161). Moreover, it is a fact that acquiring new customers can cost five times greater than the cost involved in satisfying and retaining existing customers. Normally, an average company loses about 10 percent of its customer each year and just a 5 percent reduction of the consumer defection rate can increase the companies’ profits by 25 percent to 85 percent, depending on the industry. Mentzer et al., (1995: 45-46) state that maximizing customer satisfaction will maximize profitability and market share. It means that customer satisfaction has an important role to increase the customer loyalty and maximize the profit.

Customer Loyalty Loyalty is a consumer’s commitment to continue patronizing a specific firm over an extended period of time(Lovelock and Wirtz, 2011:621).Moreover, Oliver (1997:392) defines customer loyalty as a deeply held commitment to rebury or repatronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior. According to Kotler, Hayes, and Bloom in Mardalis (2005:111), there are six reasons why an institution needs to get customer loyalty. First, loyal customers will give great benefits to the institution. Second, the cost to get new customers is more expensive than to keep and maintain existing customers. Third, the customers who already believe in the institution in an affair will believe also in other things. Fourth, operation cost of institution is more efficient if it has many loyal customers. Fifth, institution may deduct the psychological and social cost, because an old customer has had many positive experiences with institution. Sixth, loyal customers will defend the institution even attract and recommends the institution to other people. Customers perceive that they receive several benefits for being a loyal customer. These benefits can include a feeling of optimal satisfaction, a knowledge of what to expect from the service provider, confidence in the provider, friendship with employees, time savings from not having to search for a provider, and various types of special treatment (Glamer and Brown, 1996:176). Customers are the driving force for profitable growth; and, customer loyalty can lead to profitability (Hayes, 2008:22). Loyal customers are less likely to switch to other competitor and they even make more purchases than non-loyal customers. Therefore, loyal customers are considered to be the most important assets of a company.

...(download the rest of the essay above)

About this essay:

If you use part of this page in your own work, you need to provide a citation, as follows:

Essay Sauce, Service Marketing . Available from:<https://www.essaysauce.com/marketing-essays/service-marketing/> [Accessed 05-12-23].

These Marketing essays have been submitted to us by students in order to help you with your studies.

* This essay may have been previously published on Essay.uk.com at an earlier date.

Privacy Overview

Essay about Service Marketing

21 Works Cited

Boundies Case Summary

Competitive advantage - Nundies is an innovative product which provides an alternative to visible panty lines; no other company produces the same type of product

Shuzworld aims to keep customer satisfaction at its highest. A customer approach that focuses on making the customer happy is of upmost importance. One way to achieve this is to ensure that customer wait time is kept to a minimum. Specific questions have been posed for concern; how many customers will be in the system; how many customers on average will be in line; and what the probability is of one being in line or being served? The company is looking at staffing each

Essay on Marketing Process

The Marketing process is made up of simple concepts that involve lots of research on the part of the marketer. The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a product. Knowing that consumers want more green products due to growing environmental concerns is a very important detail. Needs and wants are what fuel consumer purchases and marketers must perform research in order to best serve their customers. Through this research, marketers are led to the next step of the process and can now develop a customer driven marketing strategy. Here, the firm must decide how it will differentiate its product from others on the market.

College Park Winners Case Study

For instance, over a period of time the inter-arrival rates had a consistent trend overall but the service times for each customer did not follow the same consistency. The data collected showed transactions involving returns occupied more time, usually in the range of 1.5 to 2 minutes and sometimes more. Transactions that were less than 1.5 to 2 minutes were purchases-only. The environment of the checkout area was taken into consideration. The setup of products in the designated waiting area is a positive way to distract customers from actual waiting time. This arrangement also maximizes store profits as patrons are tempted to make impulse purchases. This was the immediate inherent explanation as to why only one check-out/returns line is used. Although there is a designated waiting area, if service times are slower than the arrival rate, the queue extends past the designated waiting line and blocks merchandise intended to be viewed by customers not in the queue. Blocking off merchandise and the visual image of a line extending past the designated area negatively impact the experience of a customer and the decision to wait in line. The loss of a customer is associated with a cost to Winners. Therefore, for every customer that leaves the system before they have been serviced represents a cost to store management in addition to operating and waiting costs. For this report, only the

marketing essay

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

Marketing Management Essay

Top managers develop long-range plans, called strategic plans that define the company's overall mission and goals. Strategic planning focuses more on issues that affect the company's future survival and growth. To develop strategic plan, top managers also need information from outside the company, such as economic forecasts, technology trends, competitive threats, governmental issues and shareholder concerns.

Cafe D Powned

Customers are complaining about the waiting time is too long. This could a threat to the cafeteria because if they could not successfully decrease the waiting time, customers would switch to other alternatives. Another critical consideration to this

Cvs Pharmacy Case Study

This has led to longer wait periods since employees are expected to be performing other tasks. Customers also get impatient from waiting for a long period of time and often leave before getting any assistance. As a result of this, the company has suffered great loss in sales and customers have moved to major

Case Analysis Of Zie Retail

The service levels are depending on the rules, mandatory, past or previous data in order for the management to figure out the necessity of the staffs. It is a difficult task for service status to retain and preserve, as well as increase satisfactions of customers by 10 per cent thatneeds to increase 20 per cent of workers. After gone through the study of the customer’s sensitivity to the response on calls, Zie Retails detected that the customers feel more happy when their calls being answered in certain seconds time and felt unhappy when their calls being hold for a longer time. As a result, Zie Retails contemplate to improve customer service by reduce the customer waiting time to make decrease their dissatisfaction level. However, the result is not positive and shown that extra staff is the main point to improve satisfaction of customers regardless of the waiting time. Zie Retails aware that new technology needed to be bringing in for example, upgraded structure, network and merchandize, as all of these are essentials to boost the satisfactions level of the

Literature Review On Waiting Line

This links to the product or services that the organization provides. If the product is worth to purchase and has the potential to reach the expectation of customer, customer may satisfy although its take long queue. Keep people occupied and be serving is one of the principles of waiting lines. Organization need to concern on each customer without neglect one of them. Moreover, organization ought to understand that filled time is passes faster than unfilled time. For example, GSC cinema staff will distribute cookies for customer who participates in queue to fill up the waiting

Customer Queuing Systems

In this essay, two companies will be identified and described on how they utilize a queuing system. Only two of the four most basic waiting line structures will be discussed: single-server and multiple-server waiting lines. Since waiting is an integral part of many service related operations, it is an important area of analysis. Each queue system has its advantages and disadvantages, but with no doubt each company’s goal is to cut down on the waiting time and that customer returns. In particular, we examine their implementation of both processes and try to find solutions to improve the waiting line process.

Practices for Improving Queue Length in Retail Stores

With the advent of technology, consumers expect quick service and immediate gratification from retailers. As they become more empowered and time constraints increase, loyalty to a particular outlet is incumbent on the speed of service. To meet these consumer needs, hypermarkets use technology for queue management by monitoring arrivals and forecasting the time consumers will spend in the store, staffing their billing counters accordingly. At busy times, many transfer staff engaged in other activities to till points. But such solutions necessitate extra staff. Following are outlined some existing practices to improve queue time and queue length.

Difference Between Service Quality And Customer Satisfaction

Service quality represents a fundamental aspect of delivery, which strongly influences consumer satisfaction and, as a result, loyalty. In today’s global market a customer’s service expectation has to be met and exceeded eventually in order to retain customers as well as achieve success. Perceived quality of a product or a service is becoming one of the major competitive factors in the business world and has led to the innovation of the ‘Quality Era’ (Peeler, 1996). In simple words, the comparison of customer expectations with service performance is service quality. On the other hand, customer satisfaction is defined as a pleasurable fulfilment response toward a good, service, benefit, or reward (Oliver, 1997). Both of these

Current Marketing Literature On Waiting Process

Despite various researches investigating different aspects of waiting, there is a lack of an integrated theoretical framework that comprehensively describes how and why customers respond to waiting. This is partially due to the fact that prior studies have been exclusively focused on specific study contexts and purposes, for example, a study in restaurant waiting could hardly cover discussions about attribution; and partially due to existing conflict among applicable theories, for example, conflicts between assimilation-contrast theory and stress management theory; and partially due to a lack of universal definition for certain concepts, for example, different measurements of negative emotions.

Smart Trolley for Malls

As the malls have increased so has increased the no. of people visiting the particular mall. Today people have to wait in queue for the billing of their purchased products. This

Main Ideas and Characteristics of Service Marketing

Introduction.

A service is an act of doing something to an individual or something. Therefore, service marketing is considered the process of selling or offering a service to get some returns. Marketing services are different from marketing products (Marketing Teacher n.d., para 1). For example, when a consumer buys a product immediately the right of ownership changes and the consumer owns the product. However, service is consumed at the point of sale and the consumer can not own it or take it away from the seller. For instance, when a consumer visits a salon the service received there is consumed at the point of purchase as in the case when one buys bread and owns it.

A service has a characteristic that distinguishes it from a product which includes; lack of ownership, intangibility, and also are perishable. This means that it cannot be stored for a long time (Learn Marketing n.d., Para. 4). In addition, a service can not be separated from the provider and can not be offered the same way all through (Armstrong & Kotler 2000, p. 14). For example, if you are traveling in a bus the quality of the service may not be the same all the time due to the experience of the driver or the situation at that particular time.

Characteristics of services

Lack of ownership.

According to Marketing teacher (n.d., para.1-7), when the consumer is offered service by the seller, he or she cannot store or own it. Therefore, the purchaser of the service has no right to own the service, the service renders, or even his equipment or tools. Mostly, the service is hired or used for a given duration of time. For example, a car owner may get a service from a mechanic for a particular period but can neither own the mechanic nor his or her tools. A service can not be sold after it has been consumed.

Intangibility

Unlike a product that can be felt or touched, a service cannot be felt or touched. This means that it does not have a real physical appearance. Therefore the quality of the service is measured by how the consumer will perceive the service. In addition, the quality of the service is also determined by where the consumer is purchasing the service from (location). For example in hairdressing, quality services are perceived to be rendered in the big salons especially in towns than in the rural areas.

Services as perishables

One of the distinguishing factors between products and services is that unlike the former, services appear to be quite perishable. This means that there is usually a given timeframe attached to a service. During such a timeframe, they must be offered to the customers in the market. Once service is offered it can not be repeated in the same way it was rendered. For example when traveling either in air, water, or on-road the service only lasts for a particular period (only the period of the journey).

Service is inseparable

According to Learn Marketing (n.d.para.7) services cannot be separated from the one offering them, unlike products that move from the producer to the marketer and later to the consumer. The production and consumption of services usually take place at a point where they have been purchased. For example, at a hotel, the service offered by the waiters and those done by the cooks are part of processing and can not be separated from them.

Services vary (heterogeneous)

Although service marketers work tirelessly to maintain the procedures and standards of providing services such as employing only the trained and qualified workers there are always some differences. According to Learn Marketing (n.d., para.5), it is very hard for one to render a service to a consumer the second time exactly as he had done the first time. For example, when a consumer visits the same salon her satisfaction may not be consistent. This could be due to variation in the quality of the service or the speed of the one offering the service may sometimes be slow.

How the characteristics of services can solve management problems

The managers should ensure that the services they offer to the consumers are of the highest quality than those offered by their competitors. Although this is difficult, their workers should be well trained and experienced. This will help them in ensuring that the quality of their services is consistent. In addition, when a consumer makes a comment t on their services either positively or negatively they should put it into consideration.

For service marketing to succeed there should be consistency and commitment of workers (Horton n.d., para.10). Therefore, the management should ensure that they market their services. They should apply the 4Ps which are; price, promotion, product, and place. To achieve commitment which is very important in service marketing the PR practitioners should ensure that there is a division of labor and specialization in the firm. Therefore the workers should be given the work they are comfortable with. In addition, there should be departments where each department has professionals in a certain area.

Moreover, a service rendering firm should have a PR department that helps to ensure there is a good relationship between the firm and its consumers and also with society. Through the PR the firm will be able to know how their consumers perceive their services. In addition for the firm to be consistent in the marketing of its services, the management should maintain a relationship with those professionals who have left the firm and joined other positions in the community. The alumni assist the firm on the issues affecting the firm at various levels (Daudelin, 2007, P.1).

Differences between marketing products and marketing services

There are some differences in how products and services are marketed such as:

Services are intangible

As discussed earlier services are intangible and hence when marketing them the seller should meet the client’s particular needs which are only given by description or catalogs. Therefore there is some uncertainty unlike in marketing products which involves buying a product that is physically seen. A product can also be tested or tried before the consumer buys it and hence he buys exactly the good he wants. However, if the product does not please the consumer in most cases he can return it to the seller and it is changed (there are guarantees). In product marketing, it is easier to convince the buyer but in service marketing, it is not easy (Business knows how. n.d. Para. 5).

Building a relationship with the clients

In product marketing in most cases, there is no relationship between the seller and the buyer. When the consumer purchases a good from a seller there are low chances for him to buy the same product from the same salespersons. However, in in-service marketing, the seller has to build a relationship with the seller. A personal relationship is required between the seller and the client because mostly they have face-face contact or meeting. They can also contact each other through a telephone call. However, the first consultation is important as well as setting expectations of what will be carried out (Schindler, n.d).

The other primary difference is on pricing. The prices of products are easier to fix and they are mostly fairly priced and also easy to predict. With products sometimes the prices are negotiable for example those who buy frequently or in bulk are given discounts. However, in-service marketing pricing is difficult because it depends on the kind of service, the time required, and sometimes the equipment to be used. In some services, an initial fee is charged before the service is rendered or the problem is diagnosed especially in medical services and big projects (Gordon, 2008)

For the easy jet, they need to know who are their prospects and provide what they need. They should also be consistent and also committed in their service to the consumers. This will attract many to their services (Krista n.d., para.7).

Successful service marketing requires commitment and also consistency in service provision. Therefore every firm that offers services to the public requires to employ professionals and also to let its workers work in what they ate specialized or have an interest in (a division of labor and specialization). The management should ensure buyers what they want.

Reference List

Armstrong, G., & Kotler, P., 2000, Marketing: An Introduction. New York: Prentice-Hall Business knows how. n.d., marketing ideas for the business . Web.

Daudelin, S., 2007. Marking product and services, what is the difference between product & service marketing .

Gordon, T., 2008. Tips for marketing your service business .

Horton, J., n.d. The secret of service marketing . Web.

Krista, n.d., 5 differences between marketing a product & marketing a service . Web.

Learn marketing, n.d., Service marketing . Web.

Marketing Teacher, n.d., Services marketing &the extended mix(7 ps ). Web.

Schindler, A, n.d., 5 secrets of good customer service. Web.

Cite this paper

Chicago (N-B)
Chicago (A-D)

StudyCorgi. (2022, October 28). Main Ideas and Characteristics of Service Marketing. Retrieved from https://studycorgi.com/main-ideas-and-characteristics-of-service-marketing/

StudyCorgi. (2022, October 28). Main Ideas and Characteristics of Service Marketing. https://studycorgi.com/main-ideas-and-characteristics-of-service-marketing/

"Main Ideas and Characteristics of Service Marketing." StudyCorgi , 28 Oct. 2022, studycorgi.com/main-ideas-and-characteristics-of-service-marketing/.

1. StudyCorgi . "Main Ideas and Characteristics of Service Marketing." October 28, 2022. https://studycorgi.com/main-ideas-and-characteristics-of-service-marketing/.

Bibliography

StudyCorgi . "Main Ideas and Characteristics of Service Marketing." October 28, 2022. https://studycorgi.com/main-ideas-and-characteristics-of-service-marketing/.

StudyCorgi . 2022. "Main Ideas and Characteristics of Service Marketing." October 28, 2022. https://studycorgi.com/main-ideas-and-characteristics-of-service-marketing/.

StudyCorgi . (2022) 'Main Ideas and Characteristics of Service Marketing'. 28 October.

This paper, “Main Ideas and Characteristics of Service Marketing”, was written and voluntary submitted to our free essay database by a straight-A student. Please ensure you properly reference the paper if you're using it to write your assignment.

Before publication, the StudyCorgi editorial team proofread and checked the paper to make sure it meets the highest standards in terms of grammar, punctuation, style, fact accuracy, copyright issues, and inclusive language.

If you are the author of this paper and no longer wish to have it published on StudyCorgi, request the removal . Please use the “ Donate your paper ” form to submit an essay.

1885 Mission St, San Francisco, CA 94103
+1 415-624-5881
[email protected]
Search for: Search

Gerard Cambon

Trusted Custom Essay Writing Service

Services marketing essay

What are the main reasons for the growing share of the service sector in all major economies of the world? 2. What are the powerful forces transforming the service landscape, and what impact do they have on the service economy? 3.

“A service is rented rather than owned. “Explain what this statement means, and use examples to support your explanation. 4. Describe the four broad “processing”categories of services, and provide examples for each category. 5.What is so special about services marketing that it needs a special approach? . “The 4 As are all a marketing manager needs to create a marketing strategy for a service business.

Thesis Statement
Structure and Outline
Voice and Grammar

” Prepare a response that argues against this, and support it with examples. 7. What types of services do you think are (a) the most affected and (b) the least affected by the problem of variable inputs and Outputs? Why? 8. Why is time so important in services? 9. What are the elements in the framework for developing effective service marketing strategies?CO Customer behavior 1 explain three-stage model of service consumption explain four key culture dimension and show how they explain different in consumer behavior between eastern and western societies. Then explain how these dimension may impact on services firm dealing with a range of consumer from a variety of culture or exporting to south east Asia. 3. Describe search , experience and credence attribute and give example of each 4.

How customer expectation formed ? 5. Explain why services tend to be harder for customer to evaluate that goods 6. Why consumer perception of risk constitute a important aspect in electing , purchasing and using services ? How can firm reduce consumer risk perception ? 7. Describe 3 types of customer psychological needs 8.

Describe what meant by a “critical incident” explain significance in determining customer satisfaction and loyalty.

Related essays:

Marketing Channels Email Marketing: A marketing strategy
Marketing marketing offer relative to those of
Source Of Marketing Information essay
Purpose and Value of Integrated Marketing essay
Marketing Report essay
Is Marketing Ethical essay
Factors affecting Marketing Environment essay
London School of Marketing: Application Guide essay
Marketing and Finance essay
Marketing Plan and Strategies of Tassel Group essay

Service Marketing Essays (Examples)

1000+ documents containing “service marketing” .

Filter by Keywords:(add comma between each)

Service marketing the service experience.

Sales promotions are also a potential component for Geico, although they are not commonly used in the insurance business. However, the company can offer lower rates if they so desired. 4. Customer satisfaction is critical to customer retention. In service firms, the key point of differentiation is the service offered. Thus, if the service is not satisfactory, the customer is likely to find another service provider or to find a substitute. However, satisfied customers will tend to develop brand loyalty. The risk of switching is too high for many services. Unsatisfied customers, on the other hand, are less likely to remain customers. The cost of attracting new customers is greater than the cost of retaining old ones, so service firms need to pay special attention to their existing customers. Moreover, if a customer is dissatisfied, this creates an opportunity for service recovery. Successful service recovery results in higher satisfaction and correspondingly….

Works Cited:

No author. (2009). The Customer's Influence on Service Delivery. McGraw-Hill. Retrieved May 16, 2009 from http:www.busi.mun.ca/semyrden/6230/Chapter13_student.ppt

No author. (2007). The Value Chain. QuickMBA.com. Retrieved May 16, 2009 from http://www.quickmba.com/strategy/value-chain/

No author. (2006). Developing the Service Communication Mix. Thomson Learning. Retrieved May 16, 2009 from http://faculty.css.edu/salwan/Mgt3370/PPT/Chapter%2008.ppt

No author. (2007). Core Competencies. QuickMBA.com. Retrieved May 16, 2009 from http://www.quickmba.com/strategy/core-competencies/

Product vs Service Marketing a

Ultimately, these differences are superficial because the customer will always look for the same things -- quality and value. The notion that services are not comparable is absurd. For this to be true, a service would need to be in a monopoly. It is easy to compare your current haircut with your last, your current lawyer with your friend's lawyer. Customers constantly compare services, just as much as they compare television sets at the store. That products are returnable is true, but marketers should not operate on the assumption that defects are acceptable. Indeed, the likelihood of a problem occurring and the ease of replacement of that product or service should be only a minor factor in a marketing program. Customers, after all, expect things to work the first time, whether a paper plate or a tax preparation. Those who argue that marketing services is fundamentally different than marketing products tend….

No author. (2009). Product Marketing vs. Service Marketing: What You Need to Know. BusinessKnowledgeSource.com. Retrieved July 4, 2009 from http://www.businessknowledgesource.com/marketing/product_marketing_versus_service_marketing_what_you_need_to_know_025445.html

Nimetz, Joe. (2006).

The Five P's of Marketing: Do they apply to SEM? Part One. Enquiro.com. Retrieved July 4, 2009 from http://www.enquiro.com/marketing-monitor/FivePsofMarketingDoTheyApplytoSEMPartOne.asp

Garcia, Joe. (2009). Are there are any differences in marketing strategies between selling products vs. services? Give To Get Marketing. Retrieved July 4, 2009 from http://www.givetogetmarketing.com/tips-prod-vs.-service.html

Competitive Trends in Service Marketing

EXECUTIVE SUMMARY Background and Introduction Main Conclusions Recommendations TRENDS in SERVICES MARKETING REGARDING CUSTOMER SATISFACTION Background Creating Trustworthy Moments of Truth with Customers Consistency Makes a Services Company Trustworthy Quantifying and Measuring Customer Service using Analytics Customer Satisfaction in the B2B Environment Future Trends Limitations, Conclusions and Recommendations BIBLIOGRAPHY Trends in Services Marketing Regarding Customer Satisfaction Competitive trends in customer service regarding the growth and sustaining of customer satisfaction center the development of four critical strategic areas as defined in this paper. They are a focused intensity on the moments of truth in companies, the longevity and consistency of customer service strategies, quantifying the performance of customer service efforts, and the definition and execution of consistent B2B strategies. Foremost among these four trends however is the effort to quantify trust across many different industries, with financial services' being the focus of much of the research on this aspect of customer satisfaction strategies (Tyler & Stanley, 2007). The growth of SERVQUAL and other metrics of performance,….

Health Service Marketing for the Future Pest

Health Service Marketing for the Future PEST Marketing Analysis and value proposition are required in understanding the complexities of marketing in the health service industry. y conducting an evaluation of political, economic, social, and technological factors that affect health services, the process to uncover the future marketing needs can be addressed. Political Political includes the climate surrounding health services such as governance and regulations. In terms of marketing, the health services would highlight possibly cultural health concerns in order to target specific groups of people. The political review would take a look at private vs. public health services and how they are financed. For example today political structure stand to gain benefits by entering the market. Now there is the Government Health Care Reform, and will be new requirements of every American to get health services or pay a penalty, Rhoda Weiss, (2010). The ability to manage a health care services successfully in recent….

Bibliography

Institute of Medicine, 2006. Performance Measurement Accelerating Improvement. Washington DC: National Academics Press.

Diamond, R, 2011. What's the Future of Health Care Marketing. [online] Available at [Accessed 18 April 2011].

Nugent, T, 2007. The Future of Healthcare DM Lies in Email. [online] Available at: [Accessed 18 April 2011].

Porter ME., 2008. Defining and Introduction of Value in Health Care. Evidence-based medicine and the changing nature of health care: 2008 IOM annual meeting summary. Washington, DC: Institute of Medicine,: 161-72.

Services Marketing

Services There are four broad categories of services. These are people processing, possession processing, information processing and mental processing. These four categories represent the process view of services, which is based on the idea that services are essentially transformative in nature. Something is transformed as part of the service, and services can therefore be categorized in terms of what is being processed. The first is people processing, which is a focus on the customer as the person to whom something is done. A haircut is a good example, but another good one would be a hotel room. The service is provided in terms of the provision of rest and a personal space. There is a physical component, but they call it the hospitality industry because the key deliverable is the hospitality and the physical component is just a manifestation of that. The second is possession processing. This is similar to people processing, except….

Lovelock et al. (2012), Essentials of Services Marketing (2nd ed.), Pearson

Services Marketing Mix Assessing the Value of

Services Marketing Mix Assessing the Value of the Services Marketing Mix The Services Marketing Mix is comprised of people, process and physical evidence. All three of these components of the services marketing mix are critical for ensuring customer's experiences meet or exceed expectations. There is a continual conflict in many services businesses between the expectations set with customers relative to the experiences delivered. The combining of people, process, and physical evidence is crucial for experiences to meet or exceed expectations on a consistent basis. Services create value by providing a clear indication of what they are going to deliver, and then measuring over time how effectively customers' expectations have been met or not (Gronroos, avald, 2011). People, process and physical evidence are critical for the expectations and promises created in services marketing to be fulfilled and value created for the customer. Analysis of People, Process and Physical Evidence Airlines are a prime example of….

Chesbrough, H.. 2011. Bringing Open Innovation to Services. MIT Sloan Management Review 52, no. 2, (January 1): 85-90.

Christian Gronroos, and Annika Ravald. 2011. Service as business logic: implications for value creation and marketing. Journal of Service Management 22, no. 1, (January 1): 5-22.

Hopkins, M., and L. Brokaw. 2011. Matchmaking With Math: How Analytics Beats Intuition to Win Customers. MIT Sloan Management Review 52, no. 2, (January 1): 35-41.

Robert Johnston, and Xiangyu Kong. 2011. The customer experience: a road-map for improvement. Managing Service Quality 21, no. 1, (January 1): 5-24.

Services Marketing Strategy Report the Airline Business

Services Marketing Strategy eport The airline business is among the most competitive sectors in the economy. The business requires the investors to invest huge amounts of capital to sustain the operations of the business. The difference in the capital available has resulted into emergence of superior airline companies that have dominated the global market. The airline companies are mainly a service delivery oriented offering transport for passengers and language. The airline company under evaluation is Singapore Airlines. The company was incorporated in 1947 originally as Malayan Airways Limited. With the help from British Commonwealth airlines, the company increased its fleet size to become among the major players in the airline industry. The company has a strong presence in Asia, which is the major market. The company operates trans-Pacific flights, which increase revenue. The company also diversifies its operations to provide services like as aircraft managing and engineering services (Lee & Institute of….

Beiske, B. (2007). Loyalty management in the airline industry. Mu-nchen: GRIN Verlag GmbH.

Capon, N., & Hulbert, J.M. (2007). Managing marketing in the 21st century: Developing and implementing the market strategy. Bronxville, N.Y: Wessex Inc.

Chary, S.N. (2009). Production and operations management. New Delhi: Tata McGraw-Hill.

De, L.C. (2003). The Rough guide to Malaysia, Singapore and Brunei. New York: Rough Guides.

Services Marketing Industry Overview Mcdonalds

S. recession -- the ability to make up for such downturns with growth elsewhere is highly valuable. The internal systems allow for two things critical to McDonalds -- efficiency and consistency. The McDonalds experience is the same in every restaurant in every country, something that is essential to brand development. There are few weaknesses at McDonalds. The company does not have a good reputation among certain segments of the market because its food is perceived as being unhealthy. The company has had a few product missteps in trying to explore opportunities in other business -- pizza being one such failure. These weaknesses have not proven to harm the company in the long run but there are times when such instances will have an adverse effect on the company's revenue streams or cost structure. There remain opportunities for McDonalds. The company sees coffee as an opportunity and is pursuing market share from Starbucks.….

Marketing Plan -- Translator Connect Services Marketing

Marketing Plan -- Translator Connect Services Marketing Plan -- Translator Connect Marketing Plan for Translator Connect Services This section outlines the marketing plan for Translator Connect Services. The plan consists of four components: Target market analysis, promotional strategies, marketing communications, and sales and marketing channels. The section below briefly describes the services and attributes of the translation services business. Translator Connect Service Offering. Translator Connect Service provides translation services to business, government officials, and travelers who must transact business in foreign lands. Translation services are offered to clients in two ways: Live translators may be accessed via a toll-free phone number in order to provide direct translation during the business transaction. The estimated translation accuracy for this option is 75%. Customers may also access translation services by using a phone application that instantly converts in-put voice to digital text which can be read aloud to the native speaker. This second option requires that the business….

Derval, D. (2007, July 12). Wait marketing: Communicate at the right moment at the right place. Business: Marketing eZine Articles. Retrieved http://ezinearticles.com/?Wait-Marketing:-Communicate-at-the-Right-Moment-at-the-Right-place&id=639759

Kurtz, D.L. MacKenzie, H.F., & Snow, K. (2009). Contemporary Marketing, (3rd ed.). Victoria, UK: Thompson-Southwestern. Retrieved http://books.google.com/

books?id=lf7VKtZcJlgC&pg=PA291&lpg=PA291&dq=contemporary+marketing+boone+kurtz+mackenzie+snow&source=bl&ots=Gq36zZv1p7&sig=gjwanlnPveq7beNVJCb9iJsu_yY&hl=en&ei=5b6TTb3rMYX0tgPz45zWBQ&sa=X&oi=book_result&ct=result&resnum=2&sqi=2&ved=0CBkQ6AEwAQ#v=onepage&q=contemporary%20marketing%20boone%20kurtz%20mackenzie%20snow&f=false

Lamb, C.W., Hair, J.F., Jr., & McDaniel, C. (2008). Essentials of marketing. (3th ed.). Cengage Publishing. Retrieved

Netflix Raises Prices, Lowers Investor Confidence Netflix has reached a new low as it broke its 52-week low, erasing 12 months of considerable growth. This news happening after massive losses of users after Netflix announced in July that it was raising the price of its most popular subscription plan by 60%. A move Netflix officials say is necessary to maintain the entertainment subscription services offered by the company amidst higher costs and changes in the broader state of the economy. Despite being the largest single entity consumer of internet Bandwidth in the world, Netflix has had its ups and downs over the past year. Two financial firms, Barclays Capital and Goldman Sachs, have lowered their expectations of Netflix for the near future. Goldman Sachs has reevaluated the stock to be $270 per share, from earlier estimations of $330 per share. Likewise, Barclays Capital has evaluated Netflix stock to be $260 down….

Service Quality Research the Research Discussed in

Service Quality esearch The research discussed in this paper is based on the application of the SEVQUAL model to the restaurant sector of the hospitality service industry. The SEVQUAL model was developed in 1985 and has been refined since for use in the service industry. In contrast to goods, service quality has been difficult to measure because of the intangibility, variability and heterogeneity of the service. Moreover, the service quality depends on the interaction between service provider and consumer. The SEVQUAL model was developed to overcome these limitations. The research articles discussed in the following sections were all conducted to apply the model in the restaurant sector to evaluate the service quality of various kinds of restaurants. In addition to the SEVQUAL model, another useful model is the DINESEV model which has also been used by a couple of the researches discussed in this paper. The researches discussed in this paper have….

Chow, I.H., Lau, V.P., Lo, T.W., Sha, Z., & Yun, H. (2007). Service quality in restaurant operations in China: Decision- and experiential-oriented perspectives. Hospitality management, Vol. 26, pp. 698-710. Accessed from www.sciencedirect.com

Fitzsimmons, J.A., & Fitzsimmons, M.J. (2006). Service management. 5th ed. Tata McGraw-Hill.

Fu, Y., & Parks, S.C. (2001). The relationship between restaurant service quality and cnsumer loyalty among the elderly. Journal of hospitality tourism research, Vol. 25, pp. 320-336. doi: 10.1177/109634800102500306.

Grigoroudis, E., & Siskos, Y. (2009). Customre satisfaction evaluation: Methods for measuring and implementing service quality. Springer Publications.

Marketing Case Study Try to Remember the

Marketing Case Study Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective? Of the many billboards passed on the way to work and school every day, the most noticeable are those that promise low-cost health insurance and healthcare. These billboards are the most effective as they are very colorful and full of energy with smiling kids, big families and everyone just the picture of health. These billboards stand out because of their generous white space surrounding models who are hired due to the healthy complexions, athletic physiques and incredibly perfect teeth. That is what most amazes me about the healthcare billboards; the models all have perfect smiles and complexions as they promote Blue Cross Blue Shield, Anthem and….

Donthu, N. (1994). Effectiveness of outdoor advertising of services. Services Marketing Quarterly, 11(1), 33-33.

Duncan, C.P., & Nelson, J. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14(2), 33-33.

Fortenberry, John L, Jr., PhD., McGoldrick, P.J., PhD., & French, George E, I.I.I., F.A.C.H.E. (2010). Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to Patients/Practitioner Application. Journal of Healthcare Management, 55(2), 81-95; discussion 95-6.

Miller, D.W., & Marks, L.J. (1997). The effects of imagery-evoking radio advertising strategies on affective responses. Psychology & Marketing, 14(4), 337-360.

Marketing in the Banking Industry Prescott Valley

Marketing in the anking Industry Prescott Valley, Arizona Abridged Literature Review Reflective Annotated ibliography While there are many industries in the world that are growing at a rapid pace, one of them is exceedingly doing well. This is because it relies upon the monies and funds of its customers and greatly influences the other industries as well. This is the banking industry. Although a common part of every consumer's life, the banking industry has been growing and developing globally. To understand such growth, the attention instantly goes to the strategic and marketing techniques that have been applied by the people of this industry. Therefore, to gain a thorough and concise outlook of the marketing wonders that have continue to enable the banking industry to succeed at all fronts, the research topic that has been proposed for this research paper is 'marketing in the banking industry'. This topic will not only aid in understanding the marketing….

Berger, A.N. (2003). The Economic Effects of Technological Progress: Evidence from the Banking Industry. Journal of Money, Credit, and Banking, Volume 35.

Chaneta, D.I. (2010). Marketing: Packaging and Branding. Journal of Comprehensive Research, Volume 8, 19-30.

Flaunet, M. (2012). Banking Industry Challenges. Retrieved from Deloitte: http://www.deloitte.com/view/en_LU/lu/industries/banking-securities/banking-industry-challenges/#.UlTYD9KBlac

Jr., G.P., & Hoskins, L. (2006). The Case for Market-Based Regulation. Cato Journal, Vol. 26, No. 3, 469-487.

Service -- Dominant Logic the

First the process of co-creation will be defined, followed several examples of successful co-creations of the customer experience. 5. Customer experience is the brand and co-creation is the process A firm that migrates to a service-dominant logic will move from selling a commodity to co-creating the customer's experiences. If you utilize the brand definition in the introduction portion of this paper -- a brand is the summation of a customer's interactions with a firm and their products and services - one must come to the conclusion that building a customer experience equates to building a brand (Prahalad, 2004). The job of a marketer becomes one creating positive encounters; encounters which influence the customer's ability, willingness and opportunities to co-create with firm. (Payne, 2009). The process of co-creation is evolving. In 2004,Prahalad and Ramaswamy, describe the building blocks of interactions. To co-create, a firm needed to facilitate dialogues, create access to information, understand….

Andreu, L., Sanchez, I. & Mele, C., (2010). Value co-creation among retailers and consumers: new insights into the furniture market. Journal of retailing and consumer services. Retrieved on April 18, 2010 from: http://www.sciencedirect.com .

NOTE: Your may want to download this article and complete this citing.

Arvidsson, A (2005). Brands: A critical perspective. Journal of Consumer Culture. Volu 5 (2) pp 235 -- 258.

Babitch, S., Chen, J & Whitney, P. (2005). Design for the Emerging Markets: Interview with Marriott International. Institute of Design, Illinois Institute of Technology. Retrieved April 18, 2010 from: www.id.iit.edu.

Marketing in Healthcare Management Over

It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom, bikini-clad beauty as the star. In addition, young adult females were more likely to relate to the star of commercial, more so than if they had cast a middle-aged housewife. Although these demographics were more likely to watch the commercial, such a small portion of the commercial was devoted to the actual message, it's difficult to determine the effectiveness on whether or not these viewers would take action, such as learning more about breast cancer or conducting monthly self breast exams, or other behaviors that would help with early detection of breast cancer, to ensure the likelihood of survival. egarding the seven Ps of marketing, the Save the Boobs campaign was more effective than originally anticipated regarding the place of the….

Aggarwal, V.B., & Gupta, V.S. 2001, Handbook of journalism and mass communication, Concept, New Delhi.

Anselmo, D. 2010, Marketing demystified a self-teaching guide,.McGraw-Hill, New York.

Assael, H. 2005, Consumer behavior and marketing action (3rd ed.), Kent Pub. Co., Boston.

Crane, F.G. 2001, Professional services marketing: strategy and tactics, Haworth Press, New York.

Sales promotions are also a potential component for Geico, although they are not commonly used in the insurance business. However, the company can offer lower rates if they…

Business - Advertising

Ultimately, these differences are superficial because the customer will always look for the same things -- quality and value. The notion that services are not comparable is absurd. For…

Services Marketing Strategy eport The airline business is among the most competitive sectors in the economy. The business requires the investors to invest huge amounts of capital to sustain the…

S. recession -- the ability to make up for such downturns with growth elsewhere is highly valuable. The internal systems allow for two things critical to McDonalds -- efficiency…

Netflix Raises Prices, Lowers Investor Confidence Netflix has reached a new low as it broke its 52-week low, erasing 12 months of considerable growth. This news happening after massive losses…

Service Quality esearch The research discussed in this paper is based on the application of the SEVQUAL model to the restaurant sector of the hospitality service industry. The SEVQUAL model…

Marketing Case Study Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next…

Dissertation

Research Paper

IMAGES

The Marketing of Services Essay Example
Sample on International Marketing Management By Instant Essay Writing
Marketing plan Essays
Services marketing
👍 Human resource management thesis sample. human resource essays: examples, topics, questions
AdvancedWriters.com: Marketing Essay Writing Service

VIDEO

Online Marketing
Services Marketing Integrating People, Technology, Strategy
Custom Writing Services help for assignments, Dissertation and Thesis, India
Custom online essays I Buy essays online
Job application/#apply for the post of marketing manager
गज़ब की Marketing 😮

COMMENTS

What Is an Informative Essay?
An informative essay is any type of essay that has the goal of informing or educating an audience. By definition, it is not used to persuade or to give one’s personal beliefs on a subject.
What Is a “who Am I” Essay?
A “who am I” essay is a simple type of open-ended introductory essay. It is used in certain schools, workplaces and around the world to help members of a group introduce themselves through their writing. They are generally about a page long...
What Is a Literary Essay?
A literary essay is a short, non-fiction composition that covers virtually any literary topic imaginable. Many modern literary essays are quite long with thousands of words.
Service Marketing & Quality Frameworks
Services Marketing Triangle · External Marketing – Making Promises: Involves communication by a company towards their consumer. · Interactive
Service Marketing Essays & Research Papers
Analytical Essay on Service Marketing: Problems and Factors That Influence Marketing a Service. Abstract Marketing a Service is a separate study that emerges as
Essay on Services Marketing Management
The management in a service providing firm must incorporate vital ideas that encompass the phenomenon of service concept for improved
Services Marketing Essays
in improving their overall performance. What is service quality? ... the customer's needs and wants. ... decides whether he is satisfied
Service Marketing Essay Examples
Essays on Service Marketing · Service Marketing case Study: Bulletin Place Bar · Difficulties In Service Marketing · Service Marketing: Analysis Of Pinkoi
services marketing
Customer Service Essay. 1121 Words | 3 Pages. Customer Service is the
Service Marketing
Service marketing is a sub field of marketing, which can be split into two main areas of goods marketing (which includes the marketing of fast
Essay about Service Marketing
The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a
Main Ideas and Characteristics of Service Marketing
As discussed earlier services are intangible and hence when marketing them the seller should meet the client's particular needs which are only
Services marketing essay
Services marketing essay. Marketing Juan Rivera. What are the main reasons for the growing share of the service sector in all major economies of the world? 2
Service Marketing Essays: Examples, Topics, & Outlines
There are four broad categories of services. These are people processing, possession processing, information processing and mental