Service Marketing Critical Issues Evaluation

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Recommended: Importance of customer service

1. Introduction

In today’s economy, the feature of a company’s support/customer service can signify the difference among success and failure. Good service translates into better customer loyalty, which in turn translates into higher profits and customer profitability. Companies should have strong service management team that can provide and manage the information which is needed to deliver world-class service support as well all the other additional products and services which may require by client as per their business need while delivering incomparable customer satisfaction. “For a service organization, performance is ultimately about customer satisfaction and quality of service delivery”. (MItzI M. Montoya, Anne P. Massey, and VIjay KhatrI)

The value of building relationships with customers and belief in the services provider is well described in the marketing literature. Theoretically, in this report we are trying to extend this logic to the background of external/internal information technology IT services operations with the help of the concept of the service delivery chain proposed by (MItzI M. Montoya, Anne P. Massey, and VIjay KhatrI). The function of this report is to examine how key service point/mechanisms in operational IT implementation are related to perceptions of actual system benefits and trust in the IT services provider. We have proposed that the IT units can benefit from the taking an outlook of service marketing, in which the IT organization is regarded as a service provider. And we also touch upon interpersonal relationships. Throughout, we will examine how an IT services provider can be able to improve and actively manage its relationship with its client throughout the use of proposed service mechanisms. ...

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...t. Academy of Management Review, 20, 3 (july 1995), 709–734.

Meyerson, D.; Weick, K.; and Kramer, R.M. Swift trust and temporary groups. In R.M.Kramer and t.r. tyler (eds.), Trust in Organizations: Frontiers of Theory and Research. Thousand Oaks, Ca: Sage, 1998, pp. 166–195.

MItzI M. Montoya, Anne P. Massey, and VIjay KhatrI. Connecting IT Services Operations to Services Marketing Practices. Journal of Management Information Systems / Spring 2010, Vol. 26, No. 4, pp. 65–85.

Rotter, J.B. a new scale for the measurement of interpersonal trust. Journal of Personality, 35, 4 (December 1967), 651–665.

Sirdeshmukh, D.; Singh, J.; and Sabol, B. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66, 1 (january 2002), 15–37.

7. Appendix: Customer Service Story

..http://www.ca.com/files/SuccessStories/ca-css-kpit-020810_242373.pdf..

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