...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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...• 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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...[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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...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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...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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...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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...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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...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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...(2010) Service Quality (Servqual) and its Effect on Customer Satisfaction in Retailing C.N. Krishna Naik Head & Chairman, Board of Studies, Sri Krishna Devaraya Institute of Management Sri Krishna Devaraya University, Anantapur, Andhra Pradesh, India E-mail: profkrishnanaik@gmail.com Swapna Bhargavi Gantasala Assistant Professor, Aurora’s P.G. College Ramanthapur, Hyderabad E-mail: sappusunnyankith@gmail.com Gantasala V. Prabhakar Director of Experiential Education & Assistant Professor School of Management, New York Institute of Technology Sixth circle - Zahran Street, P.O. Box 840878 Amman 11184 Jordan E-mail: prabhakar.venu@gmail.com Abstract Service Quality within retail units is pivotal for satisfying customers, retaining them and creating loyalty amongst customers. This research uses SERVQUAL to analyze the gap between perceptions and expectations of the customer, concerning with the service at retail units in the South Indian state of Andhra Pradesh. Customer Satisfaction level is assessed for the services offered at select retail units in the city of Hyderabad. Five dimensions in service quality (servqual), tangibility, reliability, responsiveness, empathy, and assurance (Parasuraman, Zeithaml, &Berry, 1985) have been considered for this empirical research. General purpose of this research to know some factors that impact customer satisfaction. The purpose are (1) to describe applied of service quality (servqual) dimension in retail Business (2) to know service quality...
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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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...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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...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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...Service marketing environment Hospital industry * Intangibility:- Health care services being highly intangible, to beat this intangibility the irony of modern marketing take place such as use of more tangible feature to make things real and believable. * Inconsistency:-Quality of service offered differs from one extreme to another. This is because of total dependence on human interactivity or playing human nature, i.e because human beings can never mechanize or replicate themselves. * Inseparability: Service transaction becomes unique because it mandates, during transaction, the physical presence of the provider and the consumer. * Perishability : Services are intangible, they cannot be packed & neither can be stored nor can they be inventoried. The implication is that the service has to be produced and consumed instantly; there is no scope of storage. Service Marketing Mix of Fortis Hospital 1) PRODUCT. Hospitals today offer the following services: 1. Emergency services – A comprehensive emergency department exists, which provides life saving medical services to patients under one roof. The emergency consists of 144 beds and has occupancy of 200%. It caters to medical, pediatric, trauma and surgical emergencies round the clock. The new emergency block has attached laboratory, X ray/ Ultrasound/ ECG and 4 operation theatres functioning round the clock. 2. Ambulance services – Hi-tech ambulances linked by state-of-the-art telecommunications are fully equipped...
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