Service Marketing - an introduction
Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: Distinction, University of Strathclyde, 21 entries in the bibliography, language: English, abstract: A service has been described as a deed, act or performance. The literature suggests that differences between goods and services exist, resulting in four basic characteristics of services: intangibility, inseparability of production and consumption, heterogeneity, and perishability. Zeithaml and Bitner claim that intangibility is the key determinant of whether an offering is a service or product. These service characteristics have created problems and challenges for managers of services. A recurring theme in service companies is the difficulty managers experience in translating their understanding of customers’ expectations into service that employees can understand and execute. This proposition will be discussed in the following.
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2.1 Customer 2.2 Implications 2.3 Example Singapore 3.1 Service design 3.2 Service 3.3 Physical 4.1 Key roles 4.2 Human resource Bandy Bateson/Hoffman Bitner Boundary spanners brand candidates by conducting Chernatony company’s customer’s customers and employees deliver quality service employees and customers employees can understand employees perform especially front-line employees Example Singapore Airlines expectations into service expectations of service expectations Zeithaml firm’s Furthermore Gremler human resource strategies intangibility internal customer internal marketing Johnston/Clark Leonard L./Zeithaml Lovelock Lovelock/Wirtz Managing Service Quality marketing research meet customers moment of truth Moreover Parasuraman A./Berry Physical evidence Ritz Carlton Segal-Horn service companies service delivery service encounter Service firms Service roles based service that employees Service-quality specifications servicescape set service standards settings on employees Southwest Tinkham top managers translating their understanding translation of customer understand and execute Understanding customer expectations understanding of customers upward communication Valerie Wilson Wilson et al Wirtz Zeithaml et al