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Marketing service - Essay Example

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Marketing Service Task1 Executive Summary Marketing professionals as well as specialists make use of numerous strategies so that they can retain the best and most lucrative customers with them for longer period of time. In the context of service or product industry, the best way to retain the customer is via good customer service…
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Marketing service

Download file to see previous pages... Attempts need to be made by the companies to bridge the gap. Table of Contents Executive Summary 2 Introduction 4 Service Encounter 1 5 Service Encounter 2 7 Service Encounter 3 9 Service Encounter 4 11 Service Encounter 5 13 Conclusion 15 References 16 Appendices 18 Introduction Services are the economic activities rendered by one party to another party. The heart of service is considered to be the encounter taking place between the server as well as the customer. It is during this phase when the emotions tend to come into contact with the economics in real time and hence people evaluate the quality of service (Chase & Dasu, 2012). The chief objective of the report is to evaluate the service encounters from one’s perspective as a customer and hence to analyze the recorded situations by making use of the relevant theories and concepts. Service Encounter 1 While having a Digital Subscriber Line (DSL) internet connection with Dodo Company in the year 2012 with a contract of two years, I found that the company disconnected my internet within a month of the contract. I tried to fix the problem with the company and despite several attempts made by the company to resolve the issues faced by me, it was not capable of coming out with a feasible solution. Hence, I experienced a negative service encounter with the company. ...
It can be mentioned that the disconfirmation of expectations paradigm has been considered as most accepted model that can be successfully applied for examining the issues related to consumer satisfaction/ dissatisfaction (Fisk & Young, 1985). Customer experiences with the product causing negative emotions can lead to substantial damages to the companies in relation to their reputation as well as their association to their customers. When a customer experiences a negative service encounter, the result of such experience is generally anger or frustration which has been the case with me in relation to Dodo Company. Although the company realized the problems that I have been facing with the services and tried to fix it up however, it had not been meeting up to the expectations (McGrawHill, 2012). One of the underlying facts related to services is that satisfaction tends to have an impact on usage continuance intentions. A customer is most likely to continue using a product only if he/she is satisfied with the product or service. It can be observed that since the service rendered by the company was not up to my expectation, I planned to discontinue using the services of the company. Hence, such circumstances reveal the fact that the companies must make all the attempts to satisfy the customers so that they do not stop consuming the services. Discontinuation might lead to several damages to the company in the form of decline in revenues and retardation of the brand image as well. Dodo needs to ensure that they do not breach the contract that they make with the customers and try to fix all the problems within the stipulated time (Miao, 2008). Service Encounter 2 While visiting McDonald’s, I ordered for a coffee and banana bread ...Download file to see next pagesRead More
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