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Analysis of Service Marketing

   

Added on  2020-10-22

6 Pages1349 Words271 Views
Services Marketing

Table of ContentsINTRODUCTION...........................................................................................................................2FORMATIVE TASK.......................................................................................................................2SUMMATIVE TASK......................................................................................................................2Analysis of service quality..........................................................................................................2Recommendations.......................................................................................................................3CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................51

INTRODUCTIONService Marketing refers to providing services to both business to consumers (B2C) andbusiness to business (B2B). It also includes the marketing of services as well as financialservices and telecommunication services. The report is based on Electric Cinema; which is oneof the oldest cinema in Birmingham. Report is divided into two parts i.e. in formative task; itdescribe background research of the company, its competitors, market in which the quoted firmoperates and some challenges which is faced by the firm. In second part the report will analysisthe service quality and then provide recommendations of the service quality by using MarketingmixFORMATIVE TASKEnclosed in PPTSUMMATIVE TASKAnalysis of service qualityFor analysing the service quality, SERVQUAL model is used. It is a tool that is basicallyused by product manager to determine the gap in service quality. The main aim of this model isto identify the gap between customer expectations and the actual service which is provided bythe company (SERVQUAL model, 2017).Knowledge gap:It is the difference between customer expectation and company'sprovision of that service. In context of Electric Cinema, this gap arises because managementdoesn't know exactly the needs of the customers and this is due to lack of communication,insufficient focused on relationship and failure to use of advance techniques (Saleh and Ryan,2019).Policy Gap: It is the difference between management's understanding for the customerneeds and translation of that to policy standards. For instance, the Electric Cinemas suffer thisbecause it offer all shows, but the quality level is not high enough, this shows that people has tofind supplement services as well. Delivery gap: It is the difference between service delivery policies- standard and actualdelivery of a services (Barroso, Carrión and Roldán, 2018). In the same way, the Electric Cinemais also suffering the same such that it fails to match the supply of demand and due to lack of2

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