...Services marketing are based on relationship and value. It can be used to service a market or product. Apart from the usual 4 ‘p’ – people, place, promotion & price, services marketing mix added an additional 3 more ‘p’ - people, physical environment, process. In Services marketing, The buyer purchases are intangible The service may be based on the reputation of a single person it's more difficult to compare the quality of similar services The buyer cannot return the service There are 4 different types of services characteristic namely • Intangible • Inseparability • Variability • Perishability Intangible - the service cannot be touched or viewed, so it is difficult for clients to tell in advance what they will be getting; Inseparability - the service is being produced at the same time that the client is receiving it (e.g. during an online search, or a legal consultation); Variability – services which involve people, as people are all different and so there is a possibility that they may answer enquiry differently or even the same person may answer enquiry differently at different time. Therefore it is important to minimize the differences in performance through training, quality assurance and etc. Perishability - unused capacity cannot be stored for future use. Using cars wash services as an example to describe the challenges faced. Firstly, since this service is intangible, the clients are unsure about what they will be getting or the benefit when they...
Words: 544 - Pages: 3
...Assignment 2 – Service Encounters GSBS 6015 20/03/16 Salam Abbas - C3261695 Lauren Romano - C3246958 Asma Suhail - C3238999 Executive Summary This report provides a summary and analysis of the current and prospective service issues faced by Sir Stamford Hotel in Sydney, NSW. The key method of research utilised is the analysis of written customer feedback on two travel review sites independent of the service provider; tripadvisor.com and expedia.com. Customer themes of satisfaction and disappointment highlighted in the report are assessed in accordance with the three additional elements of the services marketing mix established by Boom and Bitner (cited in Bitner, 1990). These elements include: physical evidence, people and process elements of service mechanisms (Bitner, 1990). Results from the customer reviews analysed found that 96% of reviewers on Expedia would recommend the hotel to others, whereas 91% of TripAdvisor reviewers gave it an above average rating. The main positively perceived factor by customers was the location of the hotel. However, many key service failures and complications have been noted across the areas of hygiene, comfort, convenience and customer service. The report determines that the overall potential of the company in its current services performance position is positive. Although the negative feedback accounts for only 3-4% of all TripAdvisor and Expedia reviews, the identified areas of weakness necessitate further investigation...
Words: 2193 - Pages: 9
...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...
Words: 2722 - Pages: 11
...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...
Words: 2728 - Pages: 11
...Resource Development (SCMHRD) Mahindra Holidays and Resorts Hospitality Industry 2011G31, Sandeep Karnawat, EXMBA 2011-14 Service Marketing Assignment -1 September 24, 2012 Contents Company 3 Domain Expertise 3 Mission 3 Vision 4 Business Model 4 7Ps of Service Marketing 5 Product 6 Place 7 Price 8 Promotion 8 People 9 Physical Evidence 10 Process 12 GAP Model of Service Quality 13 Customer Gap 13 Provider Gap 1, the Listening Gap 14 Provider Gap 2, the Service Design and Standards Gap 15 Provider Gap 3, the Service Performance Gap 16 Provider Gap 4, the Communication Gap 17 Bibliography 19 Company Mahindra Holidays & Resorts India Ltd., (MHRIL) is a part of the Leisure and Hospitality sector of the Mahindra Group and brings to the industry values such as Reliability, Trust and Customer Satisfaction. Started in 1996, the company’s flagship brand ‘Club Mahindra Holidays’, today has a fast growing customer base of over 147,000 members and 40 beautiful resorts at some of the most exotic locations in India and abroad. Domain Expertise Over the last decade, MHRIL has established itself as a market leader in the family holiday business. The company has followed a two pronged strategy – rapidly increasing its bouquet of resorts to provide more variety in holidaying options and enhancing its service levels to its members to provide delight at every point of interaction. All MHRIL resorts are totally geared to cater to a variety...
Words: 3420 - Pages: 14
...• 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,...
Words: 294 - Pages: 2
...no-B50 What is a Service “A service is an activity or benefit that one party can offer to another that is essentially intangible and does not result is the ownership of anything. Its production may or may not be tied to a physical product.” Example- Education institute Internet service provider Health care service “A service is economic activity that creates value and provides benefits for customers at specific times and place” Economists have divided all industrial and economic activities into three main groups: primary, secondary, and tertiary. Primary activities include agriculture, fishing and forestry. Secondary activities cover manufacturing and construction; tertiary activities refer to the services and distribution. In the pre-industrialised era, primary activities were the mainstay of the economy. The Industrial Revolution marked the beginning of increasing importance of secondary activities and the gradually decreasing the status of agriculture and allied activities. The period following World War II saw USA become the world’s first ‘service economy’ with more than 50 per cent of the working population employed in producing services and today 80 per cent of the US economy is service-oriented. This led a New York Congressman to remark that America is becoming a nation of people who are “serving each other hamburgers or taking in each others’ laundry”. However, the US service industry is a very technical...
Words: 1689 - Pages: 7
...[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...
Words: 976 - Pages: 4
...Best Service Encounter Journal Paper Objective: To evaluate critical aspects of a distinctive positive service encounter from your own perspective as a customer and as a services marketer. Directions: The purpose of the service encounter journal paper is to analyze the service encounters from a customer’s point of view (with you as the customer now knowledgeable about service marketing). This paper will be 3 pages maximum, typed, double spaced in which you will write about the organization that provided you with the best service of any organization you encountered in the last six months. Requirements: Based on your reading of the textbook and issues we have discussed in class, diagnose what went right in the encounter using terms and concepts learned. Identify key concepts that were likely responsible for the positive experience (which gaps were minimized). Remember to diagnose this situation using the concepts learned in class. Use concepts from the class to support your discussion, this is an exercise to see how you can apply concepts learned in class and identify them as likely causes in a real life positive situation. Demonstrate your knowledge of services marketing concepts by discussing what this organization does that makes it successful. Be selective and focus on the most important issues, as this paper is limited to a maximum of 3 pages. Grading Criteria: The grading criteria used for evaluating your paper include: your ability to relate material...
Words: 298 - Pages: 2
...should be involved in the new service development process? What are service improvements What is the first step of service development process? * Business Strategy Development or Review: reviewing the organization’s mission or vision. New strategy must fit in the larger strategic mission. What is a business analysis: * An estimate of its economic feasibility and potential profit implication. Including demand analysis, revenue projections, cost analyses and operational feasibility are assessed here What is concept development and evaluation: * To product a description of the service that represents its specific characteristics and then determine initial customer and employee response to the concept What is market testing: * A tangible product might be test marketed in a limited number of trading areas to determine marketplace acceptance of the product as well as other marketing mix variables such as promotion, pricing, and distributing systems What is post introduction evaluation: * The information gathered during commercialization of the service can be reviewed and changes made to the delivery process, staffing, or marketing mix variables on the basis of actual market response to the offering. * Formalizing the review process to make those changes that enhance service quality from the customer’s point of view is critical What is a service blueprint: * A picture or map that portrays the customer experience and the service system, so that the different...
Words: 1254 - Pages: 6
...htm Service Quality Perspectives and Customer Satisfaction in Commercial Banks Working in Jordan Anber Abraheem Shlash Mohammad Assistant Professor, Marketing Department Petra University, Jordan, B.O.Box: 961343, Amman 11196-Jordan E-mail: mohammad197119@yahoo.com Shireen Yaseen Mohammad Alhamadani Assistant Professor, Finance and Banking Department Petra University, Jordan Abstract The aim of this research was to examine the level of service quality as perceived by customers of commercial bank working in Jordan and it's effect customer satisfaction, Service quality measure is based on modified version of SERVQUAL as proposed by Parasuraman et al. (1988), which involve five dimensions of Service quality, namely Reliability, Responsiveness, Empathy, Assurance, and Tangibles. Customer satisfaction was measured by a nine item adapted from Walfried et al. (2000), 260 questionnaires were distributed randomly to customers of commercial banks branches located (thirteen commercial banks in Jordan ) in IRBID (Acity of Jordan ). Multiple regression analysis was employed to test the impact of service quality on customer satisfaction. The results of this study indicated that service quality is an important antecedent of customer satisfaction. It is apparent from the present study that managers and decision makers in Jordanian commercial banks to seek and improve the elements of service quality that make the most significant contributions on customer satisfaction Keywords: Service quality...
Words: 7311 - Pages: 30
...expanding at a rate of 15-20 new restaurants annually. McDonald’s Malaysia and our franchisees employ more than 8000 locals with 150 support staff at its headquarters. McDonald’s Malaysia operates under the Asia Pacific, Middle East and Africa (APMEA) group of McDonald’s Corporation. McDonald’s Malaysia is fully own by McDonald’s Corporation and the restaurants throughout Malaysia are either operated by Golden Arches restaurant Sdn. Bhd. (GARSB) or franchisees. BROAD PROBLEM AREA Our broad problem area is focused on observing and focusing on the situation that occurs in McDonald’s. We had observe that the problem, currently exist in the management and service itself. For example, the way the manager admonish their employee in inappropriate ways in front the customer will affect the workers emotion that will lead to a bad service. In diagnosing the McDonald's organization, the first issue we will examine is their company goals. McDonald's has a goal of one hundred percent total customer satisfaction. However, they do realize that this goal is not always attainable. Therefore, if for any reason they do not meet that goal, they will do whatever it takes to correct their mistake....
Words: 3714 - Pages: 15
...International Journal of Commerce and Management Emerald Article: Towards an integrated model of customer service skills and customer loyalty: The mediating role of customer satisfaction Amjad A. Abu-ELSamen, Mamoun N. Akroush, Fayez M. Al-Khawaldeh, Motteh S. Al-Shibly Article information: To cite this document: Amjad A. Abu-ELSamen, Mamoun N. Akroush, Fayez M. Al-Khawaldeh, Motteh S. Al-Shibly, (2011),"Towards an integrated model of customer service skills and customer loyalty: The mediating role of customer satisfaction", International Journal of Commerce and Management, Vol. 21 Iss: 4 pp. 349 - 380 Permanent link to this document: http://dx.doi.org/10.1108/10569211111189365 Downloaded on: 31-03-2012 References: This document contains references to 129 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 404 times. Access to this document was granted through an Emerald subscription provided by GERMAN JORDANIAN UNIVERSITY For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Additional help for authors is available for Emerald subscribers. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher...
Words: 15964 - Pages: 64
...Service classification Taking nature of transport service into consideration of a service classification model, the Service Process Matrix model by Schmenner (1986) is considered to be the best in capturing service features and clearly describe a position of Inter-city train services in a service industry. According to the model, train services operations are classified in a high degree of capital investment relative to personnel employment. It also demonstrates less customer interaction along with providing a service standardisation rather than customsation. For example, all inter-city train service providers, in accordance with airline services, offer customers similar services and basic infrastructures such as train capacity, facilities and security; they are described in the nature of Service factory. Whilst fast food services provide less customised services but there are more labour intensity in the service operation, which classified in Mass service position. Strategic position tendency is moving towards Service factory in order to improve positive relation between labour and customisation as low-low relationship. Even the train services are standing in the position; train service providers keep improving their service system in a lower direct-interaction with customers. They tend to package automated service process with online system. Auto ticket machine, online booking, train timetable available on website are good examples to illustrate this idea. Airlines are also...
Words: 1967 - Pages: 8
...MKT 412 Service Audit Guideline Report Submission: 22nd March 2016 from 11:00 to 1:00pm in NAC 708 The term paper is designed to test your application of services marketing theory to a real life service scenario. You are assigned to work on a selected organization and are supposed to perform a Service Audit and to make a report including the following contents * Company overview Guiding Questions for Your Service Audit. The particular questions listed are to give some ideas about what aspects to select to describe in your organization's environment. You will probably not be able to answer all of the questions asked -- the questions are intended to stimulate your thinking. Do the best you can and be creative about how you might find information (other than, or in addition to, asking a manager or other employee directly). * Environment: What kind of an organization is it (e.g., profit or non-profit, library (specify type), government agency, corporation, independent business, etc.)? Is it part of a larger organization; if so, how would you characterize the larger organization? Are conditions surrounding your organization relatively stable or changing? If the latter, how fast are things changing? How does it affect the organization? Is your organization strongly impacted by technology, by shifts in the economy, by leadership changes? How politically sensitive is it? Does it have partners or other organizations with whom it is closely aligned? * * Customers:...
Words: 1267 - Pages: 6
