• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

At the time when the economy was developing apace and the significant

Extracts from this document...

Introduction

At the time when the economy was developing apace and the significant change on economic structure was progressing, the importance of service industry in economic system has been increasing steadily so to become one of principal drivers for most countries' economy development, e.g. In the United States, 78% of the GDP is attributed by service industry1. Due to such kind of tendency, the interrelated studies of service bearing high research value were developed, which crown multiple subject areas. Service Marketing, one of those areas, was not really dealt with until the 1970's either in Europe or the USA. Since that time it has grown considerably and has received much attention from various authors. Service marketing is the recognition that contacts between service providers and their customers is the basis of a process of building relationships, and the term service management is used in order to recognize the management of this relationship process. This project will focus on how to manage the service encounter to create customer's satisfactory experience, which is a prevalent topic of this research area. Service differentiates product by its four characteristics that are frequently expatiated in marketing literatures, i.e. intangibility, inseparability, heterogeneity, perish-ability. Zeithaml and Bitner (2002) also generalized service as deeds, process, and performance. ...read more.

Middle

In the service encounter stage, the provider can apply 5 dimensions to compare customer expectation and perceived service to assessing levels of service quality. If the perceived service cannot match customer's expectations, it will cause Service Quality Gap (Figure 4)4. The information on the gaps can help managers diagnose where performance improvement can best be targeted. The largest negative gaps, combined with assessment of where expectations are highest, facilitate prioritization of performance improvement. Equally, if gap scores in some aspects of service do turn out to be positive, implying expectations are actually not just being met but exceeded, then this allows managers to review whether they may be 'over-supplying' this particular feature of the service and whether there is potential for re-deployment of resources into features which are underperforming. Figure 4. Seven Service Quality Gaps Expect the service quality dimension, service encounter can be managed or evaluated by other interrelated elements. As Lovelock (2004) indicates that a service business can be viewed as a system made up of 3 overlapping elements, i.e.: * Service operations, where by inputs are processed and the elements of the service product are created. * Service delivery, during which final 'assembly' and deliver to the customer. * Service marketing, embraces all points of contact with customers, e.g. ...read more.

Conclusion

Then, it must produce and control its service quality as a high degree, because the customer's satisfaction actually is result of match of expectation and service quality. Of course, it also cannot forget the variables whatever is mentioned above. Only all of these dimensions are harmonized very well, the customers' experiences will reach the satisfactions what they expected. REFERENCE Lovelock, H. Christopher, 2004: 'Service Marketing - People, Technology, Strategy, 5th International Edition', Prentice Hall Adrian Palmer, 'Principles of Service Marketing', 2nd Edition, McGraw Hill Teresa A. Swartz and Dawn Iacobucci, 'Handbook of Service Marketing and Management' Grove, S. Fisk R.P., 2001: 'Service theatre: An analytical framework for services marketing', in Lovelock and Writz (2004) pp 78-87 Grove, S. Fisk R.P., 1997: 'The impact of other customers on service experiences: a critical incident examination of 'Getting Along'.' Journal of Retailing, 73(1): 63-85. James A. Fitzsimmons, 1999, 'Curriculum and Research in Service Operations Management' http://www.uwstout.edu/programs/bssm/pom.pdf 'Service Quality' http://faculty.fuqua.duke.edu/~fdv1/operatns472/SessionGraphics/9%20-%20Quality.pdf 1 Source: George T. Willingmyre, P.E. President, GTW Associates 2002 2 Source: C. H. Lovelock, 2004, 'Services Marketing - People, Technology, Strategy', pp. 34 3 Source: C. H. Lovelock, 2004, 'Services Marketing - People, Technology, Strategy', pp. 35 4 Source: C. H. Lovelock, 2004, 'Services Marketing - People, Technology, Strategy', pp. 412 5 Source: C. H. Lovelock, 2004, 'Services Marketing - People, Technology, Strategy', pp. 48 ?? ?? ?? ?? Services Marketing Service Encounter and Customer's Satisfactory Experience 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Explain the marketing concept and its importance to an organisation making particular reference to ...

    can try to provide the goods and services to match these requirements. They can do this by targeting customers. Firstly they must find their customer base, e.g. the group of people they want to target. Knowing whom to target affects the way in which the products are to be applied.

  2. Marketing Plan for the Targe' Full Service Spa Salon

    Price polices usually lead to administered prices, consciously set prices (Perreault & McCarthy, 2005) The price will be consistent for an extended time frame but will often be adjusted based on the company's objective. When setting price policies we have to consider two types of policies, one-price and flexibility.

  1. Event management

    In deciding the most appropriate place for ticket distribution, organizers may question whether to use a ticketing agency. 'Promotion' is any form of organized activity to increase the profile of your event. Promotional activities need to be chosen carefully and timed effectively.

  2. Marketing Strategy - Nintendo Gamecube

    This is far from correct, as selling is, in fact, just one of many marketing functions. One definition from The Chartered Institute Of Marketing that has gained wide acceptance is the following: "Marketing is the management process responsible for identifying, anticipating and satisfying consumer requirements profitably."

  1. Free essay

    Relatii de concurenta pe piata

    FERMA nr.3 Biertan - profil mixt ( zootehnic + vegetal ) Ferma nr.3 este situata pe teritoriul localitatii Biertan si are ca obiect principal de activitate cresterea animalelor ( taurinelor), precum si cultivarea plantelor furajere necesare pentru furajarea animalelor. FERMA nr.4 Atel - profil mixt ( viticol + vegetal + zootehnic )

  2. The Importance of 'Location' in Retailing

    The ELC and Toys R Us located their store to a shopping centre and retail park respectively to increase their accessibility. The past few decades have witnessed rapid development of shopping centres and retail parks both of which appeal to the modern consumers and greatly increase the catchment area for the stores therein.

  1. Research Methodology.

    It focuses on markets and market segments. QUANTITATIVE RESEARCH TECHNIQUES Quantitative market research techniques include: * Face to face Interviews * Omnibus Surveys * Mail Surveys * Telephone surveys * Panel surveys * Industry audits The difference between the two is very important and it is essential that we understand

  2. Business Studies - Project

    A good example is the one of Cola. There are Coca-Cola, Virgin Cola, Pepsi Cola and Classic Cola, encourage brand loyalty, to ensure that consumers will continue to purchase it in preference to competitors' brands Methods of product differentiation are used to convince consumers that a product is different from those of its competitors.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work