With reference to a service organisation of your choice, critically evaluate how the following approaches to service marketing management – namely, process improvement, human aspects and managing resource capacity can potentially contribute to the success of a service organisation.

Your evaluation of processes, human aspects and resource capacity should be critiqued with specific reference to purpose, application and limitations AND with regard to how the effective management of these areas might contribute to the success of the selected service organisation.

Word count: 2726 (excluding appendix)

Introduction
This paper aims to evaluate the marketing management theories of process, human aspects and resource capacity, critiqued with specific reference to purpose, application and limitations, and with regard to how the effective management of these areas might contribute to the success of EasyJet. Then it will conclude with their contribution to the success and development of the organisation.
Outline of EasyJet
EasyJet is one of the most successful low cost airlines in Europe, and the UK’s largest airline, carrying over 55m passengers a year. Sir Stelios Haji-Ioannou founded it in 1995, with the vision of creating a customer focused brand that would revolutionise the concept of air travel. More than fifteen years on, EasyJet is Europe’s leading airline. (EasyJet plc. 2015)

Process Improvement
Purpose

The purpose of process improvement is to apply theories such as process mapping, capacity management and the four V’s, which are volume, variety, variations, and visibility. In process mapping, process improvement will consider focusing on processes that are less costly which may reduce the cost of operation. Reducing the cost of service would lead to a significant reduction of the cost of traveling (Johnston et al. 2012). Regarding capacity