Importance of Service Marketing
Added on 2021-04-21
12 Pages2687 Words98 Views
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Running head: SERVICES MARKETINGSERVICES MARKETINGName of the Student:Name of the University:Authors Note:
Executive SummaryThe report showcases the importance of service marketing in the business environment.Two service encounters has been chosen for the report. The two encounters highlighted bothpositive and negative experience of me as a consumer. Both the encounter is analyzed and theirrespective consequence on the management has been evaluated. The encounters are contrasted toknow the impact of favorable and unfavorable customer services. In addition to this, lesson hasbeen provided to the service providers. This included proper knowledge about the servicesstandards, service delivery and customer satisfaction by the service marketers.
Table of Contents1.0 Introduction:..............................................................................................................................32.0 Encounter 1: Online Delivery Service......................................................................................33.0 Encounter 2: Restaurant Service................................................................................................44.0 Encounter 1 Link:......................................................................................................................55.0 Encounter 2 Link:......................................................................................................................66.0 Contrasting the Encounters:.......................................................................................................77.0 Lessons for Service Marketing:.................................................................................................7Conclusion:......................................................................................................................................8Bibliography:.................................................................................................................................10
1.0 Introduction:In today’s scenario, maintaining or developing customer loyalty is considered to be acrucial marketing strategy to achieve success. It is the organization services towards I customersthat matters the most. It is the duty of the organization to reinforce customer loyalty by providingmaximum satisfaction to its customers. The report helps in analyzing two personal serviceencounters that has led both positive and negative consequences. Customers are rarely involvedfor the manufacturing of goods that participate in the generation of services and their delivery(Fisk, Grove and John 2014). It is a major challenge for the service marketers to know thecustomers and efficiently interact with the organization operational activities. Service encountersrefer to the face to face or personal interaction between the buyer and seller. The interactioncomponent is vital for the determination of satisfaction level (Ahmed, Aimin and Ullah 2016). Itis vital for the evaluation of satisfaction with the services. The report helps to address therequirements for customer satisfaction that is significant to assess the actions of both theparticipants. 2.0 Encounter 1: Online Delivery ServiceBest ServiceThe service encounter that I was most satisfied with was the Amazon Company. It is anonline shopping website. I received excellent service from the organization and they successfullydeliver a number of quality services marketing concepts. Based on my experience with theAmazon Company I firmly believe the firm is carrying on their services exceptionally well. Lastmonth I purchased a dress from the online website for an upcoming business party. Due to
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