...Services have special characteristic and service quality can vary. Therefore, satisfaction is harder to achieve and service recovery and customer’s retention is key service management tasks. ervices have special characteristic and service quality can vary. Therefore, satisfaction is harder to achieve and service recovery and customer’s retention is key service management tasks. ------------------------------------------------------------------------------------------------------------------------------------- Abstract: Customer expectations play a crucial role in shaping satisfaction evaluation. The expectations are formed through past experiences, brand image, word of mouth, advertising or promotions. Customer expectations need to be thoroughly explored by the management for several reasons, it gives them accurate picture of the customer wants, and how the expectations are formed, how the company can influence or manage the expectation. The expectations can also change with cultural roots of the customer. In today’s global market it is beneficial to develop and market the company to diverse market segment. Introduction: In today’s fast paced world the biggest challenge faced by service industry is to retain its customer loyalty. It is easy to see why customer loyalty is of utmost importance, simply put it guarantees future revenue and shareholder value. Customer loyalty is strongly linked to customer satisfaction and service quality. In order to be competitive in...
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...I have quoted from the work of others, I have included the source in the references/bibliography. Any views expressed in the dissertation are those of the author. Business Report Contents Introduction p 2 Discussion p 3 Conclusion p 8 References p 9 Appendices p 10 Appendix 1 – Strategic Management Model p 10 Appendix 2 – Swot Analysis Chart p 10 Appendix 3 – Service Recovery System p 10 Appendix 4 – Pareto’s law p 11 Appendix 5 – Kellog’s Square Dealer p 11 Introduction The aim of this business report is to write about a performance, indicating areas and recommendations for improvements. In this report Service Recovery Process (SRP) will be reviewed and how it impacts on hotel operations and strategic planning will be investigated. How its implementation is beneficial to instil specific processes and systems within the hotel organization will be considered. Policies, procedures and methods for handling complaints will be assessed. Thereafter the repercussions of business ethics related to the Service Recovery (SR) process on decision making will be evaluated. Hence how Revenue per available...
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...SERVICE RECOVERY IN HEALTHCARE Customers’ satisfaction with a company can be profoundly impacted due to service failures and subsequent efforts of recovery. This is especially so in the healthcare industry where service recovery covers a vast range of complex issues and highly emotional patients (Berry and Bendapudi, 2007) whose level of tolerance is usually lower after a service failure (Matilla, 2004). Therefore, the need for service recovery strategies is very important. The purpose of this essay is to discuss the concept of service recovery, particularly in healthcare. This purpose will be achieved through utilising, exploring and analysing a wide range of literature written on the topics of service recovery and service recovery in healthcare. It will look at service recovery – its definitions and its dimensions, and it will discuss it as it is applied to healthcare. Finally, it will look at generational differences and their possible effects on service recovery. Failure often takes place when a customer’s experience and their expectations of a service are different. Maxham (2001) defined service failure as ‘any service related mishaps or problems – real and/or perceived – that occur during a customer’s experience with the firm’. It is believed that the single most important factor that leads to service failure lies within the nature of service itself, which creates endless possibilities for errors and consequently the need for service recovery. Smith and Bolton...
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...where indicated, the work I am submitting in this assignment is my own work and has not been submitted for assessment in another unit.• This submission complies with Murdoch University's academic integrity commitments. I am aware that information about plagiarism and associated penalties can be found at http://www.murdoch.edu.au/teach/plagiarism/. If I have any doubts or queries about this, I am further aware that I can contact my Unit Coordinator prior to submitting the assignment.• I acknowledge that the assessor of this assignment may, for the purpose of assessing this assignment:o reproduce this assignment and provide a copy to another academic staff member; and/oro submit a copy of this assignment to a plagiarism-checking service. This web-based service may retain a copy of this work for the sole purpose of subsequent plagiarism checking, but has a legal agreement with the University that it will not share or reproduce it in any form.• I have retained a copy of this assignment.• I will retain a copy of the notification of receipt of this assignment. If you have not received a receipt within three days, please check with your Unit Coordinator. | I am aware that I am making this declaration by submitting this document electronically and by using my Murdoch ID and password it is deemed equivalent to executing this declaration with my written signature. | Optional Comments to Tutor: | In Foundation units, this completed...
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...Chapter-1 SUMMERY Services means- Services are deeds, processes and performances. For example, Intel officers repair services for its equipments, consulting services for IT and E-commerce applications, web design services and training services for mass people. All these are deeds, processes and utilities comprise primary deeds and actions performed for customers. Compatible with this simple definition, services include economic activities whose output is not a physical product, are generally consumed at the time they are produced, provide added value in the form of amusement, comfort and convenience etc. and are essentially intangible concerns of the first purchaser. Difference between Service and customer service Services are deeds, processes, performances, and performances of a wide range of industries. Customer service is the service provided in support of a company’s core products. Customer services includes answering questions, taking orders, dealing with billing issues, handling complaints and scheduling repairs or maintenance. Why service marketing is essential for: Service based economy: Service marketing concepts and strategy developed in response to the tremendous growth of service industries, resulting their increased importance to the world economy. Service as a business imperative in manufacturing and IT: Early in the development of service, marketing most of the interest came from service industries like banking and health care. Now manufacturing and IT industries...
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...Introduction Service recovery is now recognized as a significant determinant of customer satisfaction and loyalty. As a result, stabilizing the endangered relationship with dissatisfied customers by using the effective service recovery strategies and procedures became the main focus of much customer retention to improve the competitive advantage of the hospitality organizations. In this research paper, we firstly indicate the unambiguous interpretation and crucial role of service recovery in hospitality industry. Therewith the paper point out the predict variables of service recovery which means the possible factors having great impact on the effectiveness of employee’s service recovery performance. Furthermore, the paper indicates the road to the effective service recovery which shows the viewpoints such as the customer-oriented commitment, empower the front-line employee and how to make brilliant recoveries. All of these statements are based on the numerous authority investigations with the real cases existing in today’s hospitality industry. The paper also discuss the failure prevention and service guarantees which are closely related to service recovery and introduce the dominant point “prevention is better than cure” . The goal of this article is able to help the hospitality firms develop better complaint handling policies, improve recovery procedures and recovery training, increase customer loyalty and ultimately improve their competitive advantage. ...
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...| MKT5709 Service Marketing | Assignment 2 | Customer Satisfaction: A major challenge for marketing managers | | | | Student Name: Jui-Kang Yu (Bill) Student Number: 10133163 Lecture: Gleen Swift Submit date: 09/10/2011 Abstract Service sector is playing a leading position in the global market these days. It gradually becomes a core factor which needs to be considered while doing businesses. Customers also begin focusing more on service rather than the product itself when they go shopping. Most of the time, some businesses are more successful than others because they know that offering good quality of goods is no longer the issue which has to be taken into consideration. The reason is because it is the most basic thing which all organisations have to accomplish. Instead, providing premium services to customers has become the main issue which everyone is struggling with. This situation compels marketing managers to come up with better ideas to do promotion and build good relationship with customers. The purpose of this article is to aids all marketing managers to know the ways of satisfying consumers by employing some useful concepts and models. Researches will be conducting by collecting secondary data from books and journal articles. Topics such as the basic concepts of service and its characteristics, consumer behaviors, service models to monitor service quality, and service recovery will be discussed in the article. The results prove that those models...
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...Introduction Word-of-mouth (WOM) is the communication between a perceived noncommercial communicator and a receiver regarding a brand, product, organization, or service; whereas electronic word-of-mouth (eWOM), includes online reviews, online recommendations or online opinions. The main differences between WOM and eWOM can be identified in the reach of the reviews’ impact in number of people who can be influenced and the speed of interaction. EWOM is better due to its speed, convenience, one-to-many reach, and its absence of face to face human pressure. For instance, customer chooses hotel not only based on the location factors, brand name, facilities, price but also the past ratings allocated by the previous vacationers through eWOM or WOM. Drivers of eWOM The main drivers of eWOM can be grouped into five categories: self-directed, help other vacationers, social benefit, consumer empowerment, and lastly helping the companies. People also write reviews online to help other vacationers. To those who does not have any clue where to go, online reviews come in handy and very useful in providing information. Other than the star ratings, the vacationers can also check for the comments left by the past customers whether it expressed customer satisfaction or dissatisfaction. In this case, customer satisfaction and dissatisfaction are also the drivers of eWOM, and has a direct relationship to the review given. Compared to satisfaction, customer dissatisfaction gives a larger...
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...ELECTRONIC WORD-OF-MOUTH IN HOSPITALITY AND TOURISM MANAGEMENT Stephen W. Litvin College of Charleston Ronald E. Goldsmith Florida State University Bing Pan College of Charleston Stephen W. Litvin is Professor of Hospitality and Tourism Management in the School of Business and Economics, at the College of Charleston (South Carolina); Ronald E. Goldsmith is the Richard M. Baker Professor of Marketing at Florida State University; and Bing Pan is Assistant Professor and the Director of the Office of Tourism Analysis at the College of Charleston. Address correspondence to: Steve Litvin, Department of Hospitality and Tourism Management, College of Business and Economics, College of Charleston, 66 George Street, Charleston, SC 29424. Phone 843-953-7317; Email litvins@cofc.edu Submitted June, 20, 2005 to Tourism Management Revised and resubmitted May 09, 2006 Second revision October 1, 2006 ELECTRONIC WORD-OF-MOUTH IN HOSPITALITY AND TOURISM MANAGEMENT Abstract Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. This influence may be especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the largescale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing online WOM. This paper describes online interpersonal...
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...Contents Assignment question 2 Introduction 3 Question 1 4 Question 2 7 Total product concept 7 Price 8 In Malaysia: 8 Quality of product 9 Place 11 Packaging 13 Delivery and warranty services 13 Question 3 14 Situational Factors 14 References 16 Assignment question Choose ONE (1) of the following items (presented in bulleted points) and answer ALL the THREE questions below: * A popular brand of cosmetic product * An international car brand * A popular branded clothing line 1. Base on the product of your choice, discuss and describe the following: * Market segmentation * Target market * Product positioning . 2. For your selected product, identify and discuss a complete picture of the benefits consumer seeks based on different market segments in any TWO countries and experiences in the terms of the total product concept. Your discussion may also include the following: * Price * Quality of product * Promotion * Place * Packaging * Delivery and warranty services 3. Discuss the factors that influencing buyer behavior towards the product that chosen. Please provide one internal and one external factor. Introduction This paperwork would like to describe about market segmentation, targeting and positioning of the product that chosen. Also need to determine a complete picture of the benefits consumer seeks based on different market segments in different countries and experiences in...
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...Relationship Marketing in Action: The UK Mobile Telecommunications Market [pic] [pic] [pic] Managing Business Relationships Word Count: 1918 Relationship Marketing (RM) is a strategy designed to foster customer loyalty, interaction and long-term engagement. It focuses more on customer retention rather than customer acquisition; in other words, it is about keeping your existing customers happy. Christopher et al. (1991) proposed that RM is where “customer service, quality management and marketing come together” whereas Grönroos (1994), cited by Varey (2002, p.17) includes the concept of other stakeholders, not just customers. He states that it involves “identifying and establishing, maintaining and enhancing and, when necessary, terminating relationships with customers and stakeholders...so that the objectives of all parties involved are met,” and that this is achieved through mutual exchange and fulfilment of promises. A greater need for RM is observed in saturated markets such as the UK mobile telecommunications market (MTM). It has been estimated that approximately 27% of a given provider’s customers are lost each year (Vandenbosch and Dawar, 2002). According to Andic (2006), in the UK, mobile phone operators are losing more than a third of their young customers to other rivals’ networks every year, which costs them over £949m in revenue. Thus, the main challenges that face mobile operators in today’s competitive...
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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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...Service Quality Service quality is a term which describes a comparison of expectations with performance. A business with high service quality will meet customer needs whilst remaining economically competitive. Improved service quality may increase economic competitiveness. This aim may be achieved by understanding and improving operational processes; identifying problems quickly and systematically; establishing valid and reliable service performance measures and measuring customer satisfaction and other performance outcomes. Definition Service quality is a business administration term used to describe achievement in service.It reflects both objective and subjective aspects of service. The accurate measurement of an objective aspect of customer service requires the use of carefully predefined criteria. The measurement of subjective aspects of customer service depends on the conformity of the expected benefit with the perceived result. This in turns depends upon the customer's imagination of the service they might receive and the service provider's talent to present this imagined service. Pre-defined objective criteria may be unattainable in practice, in which case, the best possible achievable result becomes the ideal. The objective ideal may still be poor, in subjective terms. Service quality can be related to service potential (for example, worker's qualifications); service process (for example, the quickness of service) and service result (customer satisfaction)...
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...of Malaysia Airlines and Air Asia Kee Mun, Wong* and Ghazali, Musa Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia. Accepted 23 March, 2011 Brand is crucial in differentiating the superiority of products or services over others. This is an exploratory study examining the differences in brand satisfaction between Malaysian Airlines (full service airlines) and Air Asia (low cost airlines) in Malaysia. 350 usable questionnaires were obtained from respondents in the two main airlines terminals in Kuala Lumpur. Exploratory factor analysis revealed seven brand satisfaction dimensions which are tangibles, price, core service, reputation, publicity, word-of-mouth, and employee. Generally, respondents were not satisfied with all brand dimensions of both airlines. The level of brand dissatisfaction is also higher for Malaysian Airlines compared with Air Asia. Air Asia was perceived better than Malaysian Airlines in price, publicity, and word-of-mouth. On the other hand, Malaysian Airlines was perceived better in tangibles, core service, reputation, and employee. The paper highlights some of its theoretical, managerial and marketing implications to the development of airline industry. Key words: Airlines, branding, satisfaction, Malaysia Airlines, Air Asia. INTRODUCTION The world airline industry has gone through a rollercoaster ride for the past few years. Among factors contributing to the situation are, increasing fuel prices, escalating...
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...CHAPTER 03 Customer expectations of service L EARNING O BJECTIVES This chapter’s objectives are to: 1 Recognize that customers hold different types of expectations for service performance. 2 Discuss the sources of customer expectations of service, including those that are controllable and uncontrollable by marketers. 3 Acknowledge that the types and 54 sources of expectations are similar for end consumers and business customers, for pure service and product-related service, for experienced customers and inexperienced customers. 4 Delineate the most important current issues surrounding customer expectations. Importance of customer expectations CASE STUDY: CUSTOMER EXPECTATIONS OF VIRGIN TRAINS V irgin Trains is a brand that has had the major challenge of bringing the UK rail industry into the twentieth century. The company is responsible for linking towns and cities across the length and breadth of the country with over 35 million passenger journeys each year. It has therefore undertaken a significant level of marketing research to identify what people expect from train travel. Many passengers have now had the experience of travelling on airlines or on overseas railways and as a result their expectations from long-distance train travel have increased. The research has highlighted the significant and highly diverse expectations that customers have of train travel. No longer is a seat and access to toilets and basic refreshments...
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