...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...
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...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...
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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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...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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...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...
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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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...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...
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...[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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...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...
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...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:...
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...nearly every conceivable aspect. From home computing, to huge global corporations, Clouds have become not only a benefit, but a standard in today’s world. Services such as data hosting, application access, branch caching, SaaS, security and maintenance, and more every day thanks to the relative ease with which anyone can access development resources. There is no question that cloud services are gaining momentum in many sectors. One of the interesting aspects of the uptake in cloud services is the number of small organizations that are moving to cloud services. Traditionally, IT innovations have seen early adopters in large organizations where economies of scale can help justify the initial cost of a new technology. Small organizations have typically been late adopters as they wait for the players to consolidate and technologies to become mainstream. Not so with cloud services. The fastest growing segment is small business. The most immediate implication is for small outsourcing and managed service providers. The value-add that they provide is eroded significantly when compared with cloud services. As larger organizations providing cloud-based solutions attract more small business customers, small IT shops will lose customers, margin, and traditional service opportunities. Until recently, the adoption of true IT-as-a-Service was hindered by a number of factors. Despite the introduction of operating frameworks such as ITIL, technological and organizational barriers provided...
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...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...
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...he GAP modelThe figure below shows the "GAP" model of service quality from Parasuraman et al. (Zithaml & Bitner 1996). This model offers an integrated view of the consumer-company relationship. It is based on substantial research amongst a number of service providers. In common with the Grönroos model it shows the perception gap (Gap 5) and outlines contributory factors. In this case expected service is a function of word of mouth communication, personal need and past experience, and perceived service is a product of service delivery and external communications to consumers. Parasuraman et al. GAP model (Zeithaml 1996)However the GAP model goes further in its analysis of these key contributory factors. It not only provides a more rigorous description of the contributory Gaps, it lists key drivers for each gap and generic breakdown of each of these drivers. These are illustrated below in summary form below. Gap 1 | * Inadequate market research orientation | Lack of upward communication | Insufficient relationship focus | Gap 2 | * Absence of customer driven standards | Inadequate service leadership | Poor service design | Gap 3 | * Deficiencies of human resource policies | Failure to match supply and demand | Customers not fulfilling roles | Gap 4 | * Ineffective management of customer expectations | Overpromising | Inadequate horizontal communications | Key factors in the GAP model (Zeithaml 1990)This...
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...This document is to describe the Information Security requirements of Online Application Services and Application Service Providers that engage in business with McBride Financial Services. This policy applies to any use of Online Loan Applications (OLA) and any outsourcing to Application Service Providers (ASP) by McBride Financial Services, independent of where hosted. The Online Loan Application or Application Service Provider's Sponsor must first establish that its project is an appropriate one for the OLA/ASP model, prior to engaging in any additional infrastructure teams within McBride Financial Services or any external Application Service Providers. The department wanting to use an Online Loan Application or any Application Service Providers service must confirm that the Application Service Providers chosen to host the loan applications of McBride Financial Services complies with this policy. The Business Function to be outsourced must be evaluated against the following. The requester must go through the OLA/ASP engagement process with the Information Security Department to ensure affected parties are properly engaged. In the event that McBride Financial Services data or loan applications are to be manipulated by, or hosted at, any ASP's service, the ASP sponsor must have written, explicit permission from the data/application owners. A copy of this permission must be provided to the Information Security. The information to be hosted by an ASP must fall under...
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...Entities Scale of marketing entities The scale that displays a range of products along a continuum based on their tangibility. Pure go Tangibleods are tangible dominant, where as pure services are intangible dominant. Businesses which contain both good and service contain, fall in the middle of the continuum. Another way of looking at the difference between goods and services is provided by the scale of marketing entities. Tangible dominant Product that possess a physical properties that can be felt, tasted, and seen prior to the consumer’s purchase decision. Intangible dominant Products that lacks the physical properties that can be sensed by consumers prior to the purchase decision. The scale of marketing entities presented in figure 1.1 displays a range of products based on their tangibility. Rice (Example: BD rice) has the highest tangible aspect as we can feel, taste and can seen prior to the buying therefore we have selected it as the most tangible good in the scale of marketing entities model. Accordingly based on the tangibility aspect we have selected mineral water (Mum), shampoo (Meril), and computer (Apple), jewelry (Venus) as an example of tangible product or Manufactured good. We have put hotels (Radison) in the middle of the model as it includes both tangible and intangible aspect which has to give equal importance. Services are intangible dominant and can not be sense, felt or taste before the purchase. We have selected the service of doctors as the highest...
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