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Business and Service Marketing - Article Example

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"Business and Service Marketing" paper states that as the marketplace evolves, companies too change their strategies. They realize that they need to be in touch with their customers at all times to ensure they understand the customer needs and even anticipate needs…
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Business and Service Marketing
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Download file to see previous pages Information flow in the digital era has allowed the customers to research the information they require. This has enhanced the importance for companies to strengthen their relationship with their customers. Companies have been striving to introduce new strategies to solidify these bonds. They are trying to weave the relationships with specific products and services. In the service, industry service is inseparable from the person providing the service. Services are intangible in nature and hence the interaction between the customers and the service workers is the means by which the company can achieve customer loyalty (Bove & Johnson, 2000). The service industry faces challenges as the demands and expectations of the customers continue to escalate.

Singapore Airlines (SIA), one of the leading airlines of the world, is aware that they cannot afford to be complacent in the face of stiff competition. They give importance to internally positioning, benchmarking, and integrating their services (Wirtz & Johnston, 2003). Customer expectations and demand forces them to constantly review and change their strategy. They give importance to their internal customers or the staff as they are the ones that deliver service. They also have to ensure that they are able to keep the brand promise while the services are personalized. Usually customers adjust their expectations with the brand image of a product or service. This poses a major challenge to SIA as customer expectations are already sky-high. All the service components have to be excellent for the airline to offer excellence in service. They have to ensure the same standard in food, décor, punctuality, seat comfort, or even just pouring coffee without spilling it. SIA also recognizes that there has to be consistency in service excellence. In the service industry, since the human element is the most important, there is potential for service inconsistency. To ensure this SIA carries out research and trials, mockups and assesses customer reaction to ensure they remain consistent. ...Download file to see next pagesRead More
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