...[pic] SERVICES MARKETING Assignment 1. What are the different scales used to measure service quality? Distinguish between SERVQUAL Scale and SERVPERF Scale? Which one is still dominating in services? Ans. SERVQUAL or RATER is a service quality framework. SERVQUAL was developed in the mid-1980s by Zeithaml, Parasuraman & Berry. SERVQUAL means to measure the scale of Quality in the service sectors. The service quality model or the ‘GAP model’ developed by a group of authors- Parasuraman, Zeithaml and Berry at Texas and North Carolina in 1985 , highlights the main requirements for delivering high service quality. It identifies five ‘gaps’ that cause unsuccessful delivery. SERVQUAL was originally measured on 10 aspects of service quality: It measures the gap between customer expectations and experience. The basic assumption of the measurement was that customers can evaluate a firm's service quality by comparing their perceptions with their expectations. SERVQUAL has its detractors and is considered overly complex, subjective and statistically unreliable. Customers generally have a tendency to compare the service they 'experience' with the service they 'expect' . Although a great number of research studies for service quality take place in the context of developed countries, the similar studies in the context of a rapidly developing country like inIndia are limited. This descriptive study focuses on the issue of measuring of service quality in banking sector in a developing country like India...
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...• Product • Price • Place • Promotion • People • Process • Physical evidence Persona Services marketing mix: 1. Product: persona sells everything that enhances beauty of both male and female. Persona has separate units for male and female customers: Persona Adams and Persona Beauty Parlor. Along with that Spring Spa and Gym ensures Beauty of face, body and mind. Various services designed and monitored by experts ensure maximum quality. Persona helps flourish natural beauty as well as provides make over opportunity and through Persona Studio, one can frame it. Canvus magazine will help the customers to learn and apply various fashion and beauty concepts. 2. Price: fo Persona applies value based pricing. It offers a range of services, starting from a minimum standard price. Customer segments are considered from middle income groups to high ends for Spring Spa. 3. Place: Persona selects the places in Dhanmondi 27, Mirpur, Banani and Gulshan in Dhaka and in Panchlaish of Chittangong. The places are very convenient for the target groups and are in prominent locations of the cities. 4. Promotion: * Persona is mainly promoted through word of mouth. It is well known to the beauty lovers of the city and the CEO Kaniz Almas Khan is a celebrity make up artist which makes persona a very trusted name. * However, in the early stages it had promotional offers in 1st Boishakh and ads published in newspaper. Nowadays the ad is no longer to the news paper,...
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...This assignment was undertaken to design a new service or redesign an existing one based upon our newly acquired services marketing expertise. To have a good understand about the Service Marketing subject we thought to design a new service organization hypothetically using the knowledge that we gathered over the last semester. It’s a restaurant with some modifications to the traditional way of doing a restaurant. Upon designing the service, we have analyzed the market segments, target markets, service marketing mix (7 P’s) and some services marketing concepts such as customer satisfaction and service quality, service flower, conceptual maps, service blue prints, etc. Basic details about the service organization that is designed. Industry- Fast Food Category- Restaurant Name - FAST & TASTE Logo - Vision - Provide the quality food at a reasonable price Mission - To ensure the best possible experience for the customer so they leave with a positive opinion about their experience. Slogan - Your 1st Choice Location – Nugegoda town Ownership- Sole ownership Target Marketing The market can be segmented into three target populations: • Individuals: people that dine in by themselves. • Families: a group of people, either friends or a group of nuclear relatives dining together. • Take out: people that prefer to eat food in their home or at a different location than the actual...
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...a) How has the development of self-service technologies affected services marketing strategies? Give TWO explanations. When developing a service marketing strategies we need to extend the marketing mix by adding three additional Ps associated with service delivery – process, physical environment and people. Collectively, the total seven elements of service marketing represent the ingredient required to create viable strategies for meeting customer needs profitable in a competitive marketplace. An important part of process designed is to define the role of customer should play in the production of services. Self-service technologies (SST) are part of the service marketing strategy as it is the service delivery “process”. Process refers to the design and management of customer service processes, including managing demand and capacity and related customer waits. Creating and delivering products elements requires design and implementation of effectives processes. With SST, customer is part of the co producer of the strategy, operational inputs and outputs tend to vary widely compare to manufactured goods and this has made customer service process management a challenge. For example, manufactures goods can be produced at a distance factory, under controlled condition, and check for quality before it reached the customer. For service however, it is delivered face to face and consumed as it is produced, this has make it difficult for service Besides that, SST also involved...
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...MANAGING SERVICES PROCESSES Flowcharting Customer Service Processes Processes describe the method and sequence in which service operating systems work and specify how they link together to create the value proposition promised to customers. In high-contact services, customers are an integral part of the operation, and the process becomes their experience. Badly designed processes are likely to annoy customers because they often result in slow, frustrating, and poor-quality service delivery. The poor processes can make it difficult for frontline employees to do their jobs as well. From that situation it can give effect to get low productivity, and increase the risk of services failure. Every services company may have their own flowchart to serve their customers. Flowcharting can be define as a technique for displaying the nature and sequence of the different steps involved in delivering service to customers, offers an easy way to understand the totality of the customer’s service experience. In this project paper our groups choose two companies that offer security service to customer which are Securiforce and Safeguard. These two companies have a same core service that offer security service to their customer or organization. Securiforce today provides a comprehensive and integrated range of services to meet the needs of a broad spectrum of establishments both in the private and public sectors such as protection services, cash in transit services, cash management service, electronic...
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...Services Marketing Name: Instructor: Task: Date: A service is an act, performance, process or activity that occur during interactions with a person or, machine that provides full satisfaction of a customer’s needs. This is because the customers ideally buy a performance which ought to be staged performed and managed. Contemporarily, there are diverse services (Gilmore, 2003). These include business to business and consumer services. Examples of services include those offered by restaurants, airlines, legal services, personal services, accountancy, banking and finance among others. Service marketing is a mode of marketing that focuses principally on marketing of services. The marketing approach for products is much easier and comprehensible than that of the services. Companies that offer both services and products must apply the use of both marketing approaches (Gilmore, 2003). An instance of a computer vending company encompasses the sale of computers and offering of services such as aiding customers make choices and repair. To appeal to its customers, a company must offer the respective marketing for its products and supporting services. The core goal of a company when marketing services is to get professional personnel that can get into business with the affiliation in a specified location but not to get clients purchasing the given product. For instance, a restaurant offers its services both in-site and in the to-go form. Therefore, to market its services...
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...Services marketing “service watch assignment” Article headline: Fairland’s Finest (Great security service management by Beagle Watch) Summary and key points of article: * Author ‘Jeanrique Snyman’ writes about how Beagle Watch was featured on the news for their top notch security services particularly in the Fairland’s area. * What was specifically impressive was Beagle Watch’s ability “to catch fleeing criminals before they were able to get away.” * Dave Casey spoke at the launch of Beagle Watch’s ‘tactical response unit’, the unit has been specifically set up to respond to “life threatening situations”. * This tactical response unit was trained by ‘SBV’ in advanced firearms, SBV was rated among the top five cash-in-transit companies in the world by the ‘Lloyds of London’. How this article relates to key concept in chapters 1&2: 1) Features of the security management service; Beagle Watch has a feature called variability. This means that the service can be varied to meet the specific needs of a client. For example clients can customise their service depending on whether the service is being used residentially or for business. 2) The role of other customers in service encounters; Due to the fact that Beagle Watch is doing such a great job at catching fleeing criminals, satisfied clients will tell friends and family members about how their first service encounter was. This is a great form of free advertising thanks to referrals. 3) The role of other customers...
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... 142588 Service Encounters are an integral part of marketing; this essay will focus on and attempt to explain what a service encounter is and why it is important for it to be managed, whilst also outlining the factors that influence the behavior of customers before, during and after the encounter. For the purposes of this essay a Service Encounter will be defined as a transactional interaction where a person provides a good or service to another person, often described as the moment of truth, where the service is examined and all pre conceived ideas now become experiences (Bitner et al. 1990). The arguments will be supported with examples in order to demonstrate a higher understanding of the concepts and ideas involved. What is meant by experience and credence properties? The service encounter in a company or organization is an integral part of the organizations successful growth, services can be likened to a package of attributes rendering contentment, yet have more appropriately been described as “promises of satisfaction” (Levitt, 1983). In comparison with goods, it is better known that services have a diverse range of characteristics however both services and goods contain search, experience and credence qualities, all which need to be managed. Service Encounters are high in experience and credence attributes, as a service is much like a performance it is often deemed as an encounter, the transactional interaction where a person provides a good or service to another...
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...17th November, 2014 Group 1 | MKT 431BRAC Business School, BRAC University. | Service Report on the Service Marketing Practices of Holy Family Red Crescent Medical College Hospital | Service Report on the Service Marketing Practices of Holy Family Red Crescent Medical College Hospital | SERVICE REPORT ON THE SERVICE MARKETING PRACTICES OF HOLY FAMILY RED CRESCENT MEDICAL COLLEGE HOSPITAL (HFRCMCH) Submitted To DR. MOHAMMED TAREQUE AZIZ Associate Professor and EMBA Coordinator BRAC Business School BRAC University Submitted By Chowdhury Fahim Mostafa 10204011 Anika Azhar 10204083 Syed Shah Tayef Ahmed 10204105 Ifrat Jahan 11104139 Jarin Subha 11204007 Adnan Abdur Razzaque 11204008 Tazruba K. Prome 11204047 MD. Ashraful Amin 11304038 Sumaita Ahmed 11304052 LETTER OF AUTHORIZATION Date: 17th November, 2014 DR. MOHAMMED TAREQUE AZIZ Associate Professor and EMBA Coordinator BRAC Business School BRAC University Subject: Submission of Service Marketing Report of MKT 431. Dear Sir, We, the students of MKT 431 (service Marketing), section 1; want to submit the Service Marketing Report required for the completion of the course. We have followed every instruction you have provided and tried our best to ensure that all the information is authentic and relevant. The report is about the Service Marketing practice of Holy Family Red Crescent Medical College Hospital (HFRCMCH). We hope that all the information and analysis provided within the report will be up to your...
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...THE MARKETING PLAN IMPROVING YOUR COMPETITIVE EDGE A Marketing Plan is a written strategy for selling the products/services of a new business. It is a reflection of how serious a company is in meeting the competition head on, with strategies and plans to increase market share and attract customers. An effective Marketing Plan is backed by carefully collected market, consumer and competitor information, sometimes citing professional advice. Why Prepare a Marketing Plan? A good Marketing Plan will help you to improve your odds against more experienced competitors and newly emerging ones. The Plan enables you to recognize and take action on any trends and consumer preferences that other companies have overlooked, and to develop and expand your own select group of loyal customers now and into the future. The Plan also shows to others that you have carefully considered how to produce a product that is innovative, unique and marketable- improving your chances of stable sales and profits - reasons for investors to financially back you. CONTENTS OF A MARKETING PLAN Title Page Include the name of the company, period of time that the contents of the marketing plan covers, and completion date. Use a clean and professional format with examples of the company logo and product designs and packaging types. Table of Contents List all the contents of the marketing plan in the order they appear, citing relevant page numbers. List tables, graphs and diagrams on...
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...Administration (Marketing Management) 2nd Year Services Marketing Maximum Marks: 70 Duration: 03 Hours Instructions: 1. This paper is divided into 3 sections – A, B and C. 2. Section A consists of 10 questions of 1 mark each. All questions in Section A are compulsory. 3. Section B consists of 7 questions of 3 marks each. You must attempt ANY FIVE questions. 4. Section C consists of 5 questions of 15 marks each. You must attempt ANY THREE questions. ------------------------------------------------------------------------------------------------------------------------------- SECTION – A (All questions are compulsory) Write short notes on the following: 1. Word of Mouth 2. Service marketing triangle 3. Service channel 4. Supplementary services 5. Service Quality 6. Service Encounter 7. 7 P’s 8. New product Development 9. Packaging of Services 10. Service Perishability SECTION – B (Attempt any five questions) 11. Explain in detail the impact of technology in services. 12. Discuss the characteristics of service marketing. 13. Explain, how can the various gaps of service quality be closed? 14. Write a note on the marketing management of financial services. 15. Discuss the difference between perception of service quality and customer satisfaction. 16. What are the steps involved in preparing Blue Print? 17. Explain the factor affecting pricing of services. SECTION – C (Attempt any three questions) 18. Explain the characteristics of services. 19. Write...
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...The main achievement of Jyske Bank was their ability to improve quality service and to deliver a service matching perfectly customers’ expectations. The gap model of service quality, developed by V.A Zeithmal, A. Parasuraman and L.L Berry, in Delivering Quality Service: Balancing Customer Perceptions and Expectations, will help us to understand how Jyske Bank managed to close the gap between customers’ expectations and perceptions (the customer gap). Briefly, the gap model states that an organization will improve its quality service and its services marketing (closing the customer gap) by closing the four provider gaps, which are: 1) Not knowing what customer expect 2) Not selecting the right service quality designs and standards 3) Not delivering to service designs and standards 4) Not matching performance to promise Jyske Bank managed to close the first gap thanks to a good marketing research orientation. They conducted surveys to detect customers’ expectations. Thus they highlighted that customers’ expectations had changed: factors like price, product or location had become “basics” for customers, who focused more on differentiating factors like bankers’ behavior and interest toward customers. Jyske Bank also implemented a good upward communication. Thanks to their re-organization of the structure (dissolution of headquarters), which leaded to less layers between top management and front-line employees, and thanks to a good intern communication between managers and...
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...ttp://jmd.sagepub.com/ A Multicultural Service Sensitivity Exercise for Marketing Students Mark S. Rosenbaum, Ioana Moraru and Lauren I. Labrecque Journal of Marketing Education published online 4 October 2012 DOI: 10.1177/0273475312461257 The online version of this article can be found at: http://jmd.sagepub.com/content/early/2012/10/03/0273475312461257 Published by: http://www.sagepublications.com Additional services and information for Journal of Marketing Education can be found at: Email Alerts: http://jmd.sagepub.com/cgi/alerts Subscriptions: http://jmd.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav >> OnlineFirst Version of Record - Oct 4, 2012 What is This? Downloaded from jmd.sagepub.com by guest on October 10, 2012 461257 rnal of Marketing EducationRosenbaum et al. JMDXXX10.1177/0273475312461257Jou A Multicultural Service Sensitivity Exercise for Marketing Students Journal of Marketing Education XX(X) 1–13 © The Author(s) 2012 Reprints and permission: sagepub.com/journalsPermissions.nav DOI: 10.1177/0273475312461257 http://jmed.sagepub.com Mark S. Rosenbaum1, Ioana Moraru1, and Lauren I. Labrecque2 Abstract Services marketing and retailing courses place service quality at the heart of the curriculum, painting service providers as defenders of their customers’ welfare and thwarters of service failures by ushering in recovery solutions...
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...SERVICES MARKETING : CHAPTER – 2 Consumer Behaviour in Services Marketing INTRODUCTION : In this chapter we’ll study Consumer Behaviour (CB). This is defined as the actions & beliefs that guide a person to purchase a particular product or service. The emphasis on services by companies across the worlds has lead to a growth in the expectations of customers today. The customer seeks customised services at his doorstep & is himself involved in defining the kind of service he expects. The purchase decisions of customers are not made in isolation, but rather they are influenced by environmental factors such as culture, social class, family & other institutional factors. The study of CB requires inputs from various disciplines, such as sociology, psychology & economy. CB deals with the study of the factors that influence a customer in purchasing a product, service and the process that he goes thro’, to evaluate the product/service prior to & even after its purchase & use. Difference between Characteristics of Goods & Services : There are three basic attributes on the basis of which the differentiation of evaluation of goods & services take place. They are Search, Experience & Credence (SEC). As explained below : 1. Search qualities : This is a characteristic that can estimated before the purchase or consumption of a product. This is the quality on the basis of which some goods/services can be searched. Goods have a higher degree of this search qualities as compared to services...
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...www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 2, No. 2; November 2010 Impact of Service Orientation on Frontline Employee Service Performance and Consumer Response Rong-Da Liang Department of Marketing and Logistics Management, National Penghu University No.300, Liuhe Rd., Magong City, Penghu County 88046, Taiwan, R.O.C Tel: 886-6-926-4115 Ext: 5522 E-mail: rdliang@npu.edu.tw Hsing-Chau Tseng Graduate School of Business and Operations Management, Chang Jung Christian University 396, Chang Jung Rd., Sec.1, Kway Jen, Tainan 71101, Taiwan, R.O.C Tel: 886-6-278-5123 Ext: 2020 E-mail: hsingchau@mail.cjcu.edu.tw Yun-Chen Lee (Corresponding author) Graduate School of Business and Operations Management, Chang Jung Christian University No. 396, Chang Jung Rd., Sec.1, Kway Jen, Tainan 71101, Taiwan, R.O.C Tel: 886-937-366-869 Abstract As product and price become less important, managers search for new ways to differentiate themselves in a buyer-seller relationship. Increasingly, businesses have to focus on service orientation to differentiate themselves from their competitors. As consumer loyalty depends primarily upon rendering quality service, the delivery process among business service orientation, frontline service employee performance and consumer response deserves more attention. This article explores some of the ways in which service orientation can be used as an appropriate alternative to the more traditional business methods. This study analyzes...
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