Marketing Services Introduction: The service industry acts as the backbone, for the economic and social development of a nation. Service industry has emerged as the world’s fastest and largest growing sector in the global economy. The service sector includes a wide variety of activities, such as transportation, trading, financial, communication, real estate, and business services…
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Aim and Objectives: To understand the influence of service experience and its effects on service purchase process. To understand the significance of customer experience in the creation of competitive advantage for the organizations. Theoretical Framework: The theoretical framework is very useful as it assists academics in formulating a precise research direction and focus, and for businesses in identification of the stages that require improvement, and hence necessitate more resources allocated to it. A theoretical framework is a compilation of interconnected concepts, similar to a theory but not essentially worked-out well. “Theoretical frameworks are obviously critical in deductive, theory-testing sorts of studies” (Bhojanna 2007). When the consumer services, they pass through three main stages, ie; pre-purchase stage, service encounter stage, and post-encounter stage. Three-Stage Model of Service Consumption: (Tsiotsou & Wirtz 2011). The stage of pre-purchase in the decision-making process for services is more complex, when compared to that of goods. The decision-making process involves a lot of time, because of consumer participation in the service production process. In the pre-purchase stage, consumers are prompted into action, by the creation of a need to begin the search for information, and assess alternatives for a particular service, ahead of deciding whether to buy or not. “But learning about pre-purchase behavior is equally important” (Finn 2008). The answer for the reason behind the customer’s thought to buy a particular product will eradicate all presumptions and will help in succeeding a long term customer relationship. Consumers pass on to the next stage of service experience, subsequent to the decision to make a purchase. In the service encounter stage, the consumer intermingles straightly with the service firm, and it is the way by which consumers produce value, and evaluate their service experience. Consumer satisfaction, and their perception regarding the service quality, have great importance in the last stage of the service consumption process (ie; the post purchase behavior), because of their relationship with business performance. On the other hand, the satisfied consumers, and those who have high perceptions regarding service quality may not go again to the same service provider. Role and Importance of Customer Service Experience and Service Marketing Mix- An Overview: A customer’s service experience pertains the serious of the interactions with the service providers, when customers try to communicate with them. All types of customers are emotional, and they are likely to rate experiences on the basis of their expectations. “In order to be successful with all the customers, companies require generating and sustaining uniformity of experience across every channel. A complete communication experience will do more favor than just paying attention to the customer. “The companies require learning the ways to communicate with the customers using different channels and also require making sure that the customer’s experience delivers actual value to them in exchange for time, attention, actions, information, and anything else” (The Importance of Positive Customer Service Experiences 2011). One of the great borders for innovation is the customer experience. Better customer experienc
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The customers are likely to have positive service encounter with a company and its products if they are satisfied with it. In case the customers experience dissatisfaction, they are most likely to confront negative service encounter. The companies need to identify various gaps that hinder the customer satisfaction level.
This case analysis has developed possible new strategies based on the current challenges and the opportunities it has in that location. So, the overall study is about the repositioning of the church to overcome its present several constraints.
However, this does not say anything about their future; threats received from society and also technology are a serious intimidation to the travel industry. Thomas Cook was the first travel agent of the world when he began to run rail tours from Leicester to the region of Lughborough during 1800s.
Services need to be experienced first to document a list of expectations. A university’s customer care needs to meet the students’ expectations from the service. Service cues are not similar for various industry sectors such as hotel and restaurant service experience is totally different from an educational organisation.
The paper will also identify the numerous stages in the services marketing process. It is evident from recent research that best practices in services marketing create a strong brand and eventually the brand develops the personality for the organization, service or product.
People will always be in need to travel for different purposes to either long or short distances. But the thing that is important to be considered is to be updated with latest technologies and opportunities. Here we are going to focus on the UK travelling services and highlight the facts and figures and other information important to be aware of before going into this business.
Service Marketing Name: Course: College: Tutor: Date: Introduction Service marketing is the marketing sub field that can be divided into two main fields of goods marketing and services marketing. The goods’ marketing area includes marketing of the fast moving goods of the consumers and durables.
These include the steps that are taken by the human resources management regimes within the organization or industry as well as the adequate ethical measures and considerations that are making the relevant rounds. On this token, people factor has
The author states that the continued growth of non-profit and public sector marketing presents new and exciting challenges for marketing managers. While a product is tangible, a service is untouchable and not visible because it is not a physical material. A service is consumable and has to be experienced and cannot be owned.
It encourages the people to meet with their friends and enjoy an evening underneath the brightening stars (Rooftop Movies 2012). The inspiration for the introduction of the particular conception of rooftop cinema had been acquired from an idea in New York in the United States that engaged a travelling cinema screen which was viewed in different rooftops in Manhattan.
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