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Importance of providing quality service to customer
An overview of service marketing
Importance of providing quality service to customer
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Services Marketing
A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes. A person could go to a café one day and have excellent service, and then return the next day and have a poor experience. So often marketers talk about the nature of a service as:
Inseparable - from the point where it is consumed, and from the provider of the service. For example, you cannot take a live theatre performance home to consume it ( a DVD of the same performance would be a product, not a service)
Intangible - and cannot have a real, physical presence as does a product. For example, motor insurance may have a certificate, but the financial service itself cannot be touched i.e. it is intangible.
Perishable - in that once it has occurred it cannot be repeated in exactly the same way. For example, once a 100 metres Olympic final has been run, there will be not other for 4 more years, and even then it will be staged in a different place with many different finalists.
Variability - since the human involvement of service provision means that no two services will be completely identical. For example, returning to the same garage time and time again for a service on your car might see different levels of customer satisfaction, or speediness of work.
Right of ownership - is not taken to the service, since you merely experience it. For example, an engineer may service your air-conditioning, but you do not own the service, the engineer or his equipment. You cannot sell it on once it has been consumed, and do not take ownership of it.
Western economies have seen deterioration in their traditional manufacturing industries, and a growth in their service economies. Therefore the marketing mix has seen an extension and adaptation into the extended marketing mix for services, also known as the 7P's – physical evidence, process and people.
Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following:
· Packaging
· ...
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Many products, services and experiences are supported by customer services teams. Customer services provided expertise (e.g. on the selection of financial services), technical support(e.g. offering advice on IT and software) and coordinate the customer interface (e.g. controlling service engineers, or communicating with a salesman). The disposition and attitude of such people is vitally important to a company. The way in which a complaint is handled can mean the difference between retaining or losing a customer, or improving or ruining a company's reputation. Today, customer service can be face-to-face, over the telephone or using the Internet. People tend to buy from people that they like, and so effective customer service is vital. Customer services can add value by offering customers technical support and expertise and advice.
Services Characteristics - the features of services that distinguish them from tangible products; these are intangibility, variability, inseparability and perishability. See Inseparability; Intangibility; Perishability; Variability.
Services Marketing - the marketing of intangible products, such as hairdressing, cleaning, insurance and travel.
Product is/are the products or services you offer and are they unique and different, superior in quality and easier to use. In my own opinion, the product or service is one the most important aspects of a successful business. If you have an item that the customer really wants they will drive out of their way to purchase it. They are usually willing to pay a higher price if the quality justifies it. When a local popular hamburger place open up in Phoenix, people drove long distances and sat in long lines just to bite into one of their juicy hamburgers.
The characteristics of a service are intangible, inseparable, perishable, heterogeneous and lack ownership. The marketing mix of a service is not perceptible and as the features of a service is distinctive to the features of a product, it has additional elements which are process, people and physical evidence.
How many different types of products or services are made by the operation? A very good example to describe the variety of output is the contrast between a taxi and a bus services. Both of this offers appointed transportation services but a taxi services has a v higher variety of output, as that of a taxi that stop to pick and drop you wherever you needed to go. Than that of a bus services that has tameable of where to go and what way is needed to followed. The variety of output and flexibility is high for a taxi and very low for a bus.
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
A product and service offering is the invention in innovation. (Wharton, 2006) This comes down to the actual product being sold, how it operates, what the product consists of, and what functions it performs. This can consist of an improvement on a product which already exists or an
5.) Linear time - is a record of events in sequence from past to the present.
Blanche portrays many emotions on page 12 that reflects onto the audience. As an audience we feel empathy for Blanche because she is portrayed as a ‘fallen woman’ who is very isolated from the world. We can also see that she has a very delicate emotional state and a need for flattery through her dramatic actions. When we become aware of Blanche’s promiscuous past the audiences feelings may go two ways. We may feel sympathy for her because she feels the need to sexually satisfy herself to feel loved, or, we may have little sympathy for her because she is her own worst enemy in the play. For example, Blanche kisses a subscriptions boy before meeting with Mitch whom she wants to settle down with. This behaviour doesn’t show that she is dedicated
Providing great customer service and having the ability to retain customers require consistency in delivering the anticipated services. Customer service encompasses having the ability to provide a service or product to customers by means in which it was promised. However, there are times when unforeseen circumstances may occur, resulting in customer service breakdowns. Understanding the effectiveness of customer service relations provides the assurance needed to handle complicated service related issues. A well qualified customer service representative has the acquired skill to effectively defuse a potentially damaging service related matter. Service recovery influences customer retention and improves customer satisfaction.
The second component is reliability, it relates to products and services being available to customers any time they want to use it. This includes things such as on-time operation and opening hours, including public holidays. As well as bookings being free of errors and the level of service provided be consistent among staff and at all times of the day, every day. Being reliable is of significance to customers it accounts for a lot of their expectations when dealing with a company. Being unavailable to customers reads to them that their time is not
The next characteristic is heterogeneity. Heterogeneity in services has caused customers to receive inconsistent services, even though the services are purchased are the same services and from the same service provider. It also differentiates services from goods.
Customer service is constantly evolving. A few decades ago, businesses considered customer service an unnecessary expense. Now, companies view it as a competitive advantage in the marketplace. Research reveals that “80% of CEOs believe they deliver a superior customer experience, but only 8% of their customers agree”.
According to (Lennan, 2008) service delivery is the provision of public goods or social , economic or infrastructural services to those who need them .The Education and Training Unit (2009 internet source) defines this as the supply or ability to provide basic services to the public and these have a “direct and immediate” consequence and impact on the...
VARGO, S. L. & LUSCH, R. F. 2004. Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68, 1-17.
The dimensions of service quality refer to the attributes which contribute to consumer expectations and perceptions of service quality, thus serving as the determinants of consumers’ quality assessment (Rowley, 1998). The most well-known, commonly used service quality scale is the SERVQUAL, a general instrument for measuring service quality developed by Parasuraman et al., (1988). It includes five dimensions of service quality: (1) tangibles: appearance of physical facilities, equipment, personnel and communication materials; (2) reliability: ability to perform the promised services dependably and accurately; (3) responsiveness: willingness to help customers and provide prompt service; (4) assurance: knowledge and courtesy of employees and their ability to convey trust and confidence; and (5) empathy: caring, individualized attention that a firm provides its
The term "product" refers to tangible, physical products as well as services. It also means defining the characteristics of your product or service to meet the customers' needs. AirAsia’s philosophy is girded by the fact that they have been seen as a small airline competitor for many years. Therefore, in order to win more customers and return customers, they need to ensure that their primary products and services are up to par and meet the defining needs of customers. AirAsia offered (product) tangible and (services) intangible good to increase the demand of customer. (AIR ASIA MARKETING PLAN, 2015)