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Service Marketing - Research Paper Example

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Service Marketing Contents Introduction 3 Concept of Customer Experience 3 Customer Experience in Service Organizations 5 Components of Service Marketing Mix 7 Product 7 Price 7 Place 8 Promotion 8 People 9 Process 9 Physical Evidence 10 Service Marketing Mix and Effective Customer Experience 10 Conclusions 12 References 12 Introduction The success of every organization depends on the satisfaction of the customers…
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Service Marketing
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Download file to see previous pages In service industry Customer experience in service industry on the other hand is a very important factor. Service industry directly deals with the customers. Unlike other industries service industry has more exposure towards the customers. The start to end process of the service industry deals with the customers and is dependent on their experience. Service industries mainly position themselves as alternatives to make the life of the customers easier and happy. Their advertisements and promotions are all centered around the customer’s convenience on availing the services. Most services availed by customers are for luxury or leisure purpose and the performance of such services are completely dependent on the experience the customer has throughout the process. Being aware of the customer’s need and providing them with it is a key factor in service industry. Established players like the Hilton group of hotels, The Marriott group and all the privately run hospitals are aware of the direct impact of customer experience on their business. A single customer having a bad experience with their service can cause them lose many potential customers (Goodman, 2009, p.16). Concept of Customer Experience The level of interaction which an organization develops with its customer profile helps in the development of the concept of customer experience. An enhanced understanding of the concept includes the involvement of several parameters. Parameters studied involve the operational aspects of the companies, the different senses which the company’s operation evokes and the emotional aspect adhered to the products and services produced by the company. Further analysis shows that the level of customer experience developed in an organization depends on the level of interaction of consumers with the elements like people, different processes, cultural parameters, technological and other resources, and other strategies devised by the company in gaining more revenues and market share. The same can be diagrammatically represented as follows. The study of the concept of customer interaction in regards to companies gains importance owing tom certain reasons. Firstly the enhancement of customer interaction helps in the development of a long standing relationship between the people and the organization. Secondly the customers through such enhanced interaction tend to develop a strong liking for the products and services of the company and thereby enhance the parameter of loyalty. Thirdly this process helps the organization in augmenting the value of the offerings rendered in regards to the customers (Shaw, 2005, p.51, 56). Figure 1 (Source: Shaw, 2005, p.51) Customer Experience in Service Organizations The level of customer experience in regards to service organizations can be studied along the following parameters. Customers experience in regards to service organizations involves the direct interaction of the consumers with the pattern of service offerings rendered by the service industries. From the viewpoint of the service industries it also aims to study the aspect which the service organizations generally take in dealing with its effective customers. The experiences which the customer gains of the organizational service are thereby studied mainly along two sets. Firstly the experience which the custome ...Download file to see next pagesRead More
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