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The Marketing of Services - Assignment Example

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This work called "The Marketing of Services" describes a service as an economic activity that gives support to businesses but does not produce a tangible commodity. From this work, it is clear about service classification, the interaction matrix involving technology, appropriate measures of service quality. …
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The Marketing of Services
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Download file to see previous pages Air transport is the service I cherish most in the service sector. This is because air transport supports the bulk of the international business, which forms the core of my calling as a multinational corporate advisor. As such, I have to travel from one country to another and from one continent to another, as and when I am needed. Air transport makes this a seamless task for me, thereby enabling me to reach where I am required within the right time and attend to my clients. The airline that I prefer to use is the Virgin Atlantic Airlines, a British based airline with Sir Richard Branson as the majority shareholder. I use the airline to travel to various destinations across the world, especially those covered as flight destinations of the airline, such as the united kingdom, Africa, the Caribbean, North America, Asia, Middle East, as well as, Australia, from its hub based at Gatwick (Parasuraman & Grewal 2000, p.174).
Delivering quality services to clients is always the main goal of every service provider. As such, these service providers strive to satisfy the needs of their customers completely through the adoption of various quality service models in order to create trust, loyalty, and confidence in the service and in the company. However, the provision of quality services to customers is not an easy fete for most companies, especially those operating in an airline industry like Virgin Atlantic Airlines. These challenges mainly arise from the characteristics of services, which sometimes corrupts the offering of services, hence poor service delivery systems. The intangibility of services refers to the inability of a customer to hold or touch a service that he or she purchases from a service provider (Grewal 2006, p.45).
For instance, Virgin Atlantic Airlines provides air transport service, which in intangible, thereby making it impossible for a passenger or cargo to feel. This may lead to delay challenges, especially in the event the customer feels undecided and cheated in his or her bargain for services. The inseparability of service makes it impossible for the company to the production process from the consumption process, like a good, hence no room for perfection of services through specialization. Perishability of services leads to underutilization of resources, especially in an airline industry whereby a flight may have to go half-empty in case most of the passengers' report late for their departure at the airport. The variability of services makes it impossible to standardize them appropriately in line with the customers’ demands and preferences. Rental or access to services denies customers full satisfaction from these services because they only posses but not won a service for a given period, such as the length of their flight. ...Download file to see next pages Read More
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