Service and Relationships Marketing Assignment
10 Pages3839 Words210 Views
Added on 2019-11-08
Service and Relationships Marketing Assignment
Added on 2019-11-08
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Running head: SURVICE AND RELATIONSHIPS MARKETING Survice and Relationships Marketing Name of the Student Name of the University Author Note
1SURVICE AND RELATIONSHIPS MARKETINGExecutive SummaryThe report aims to look into the service and relationship marketing of an organization and thedifferent aspects related to them. TransLink is the company considered for preparing thereport. TransLink is an agency of the Department of Transport and Main Roads, introducedby the Government of Queensland in June, 2003 for coordinating ferry, bus and rail services.The agency provides these services in South East Queensland through Brisbane Transport,Queensland Rail, Brisbane Ferries and many other operators. TransLink keeps operating anintegrated ticketing system and go card smartcard system through which one could availmultiple services, using only one ticket. Service marketing is a type of marketing, based oncreation of value and long-term sustainable relationship between the consumers and business.Marketing of services are intangible in nature, as they cannot be seen or touched but can onlybe felt through experiences. Services are perishable in nature, which suggests that once anevent has occurred and the customer has already experienced something, the same kind ofservice cannot be delivered again, for the customer to have the same experience. Since theservices are rendered by people, so variety will always be there as ways of providing serviceswould vary from person to person. Service is homogeneous in nature, which means thatcustomers would expect the same level of service and would not like to experience deviationfrom the usual. Inseparability of services refer to the fact that one who provides the serviceand the customer who experiences them interlinked with each other.
2SURVICE AND RELATIONSHIPS MARKETINGTable of Contents1. Introduction............................................................................................................................32. Discussion..............................................................................................................................32.1 Service Organization’s Front Stage And Back Stage Functions......................................32.2 “Moments of Truth” For TransLink................................................................................42.3 a) Determinants of Satisfaction/Dissatisfaction For TransLink......................................5b) Theories To Discuss Service Quality Measurement (and Gaps) In TransLink...............5i) Grönroos Model for Service Quality..................................................................................6ii) SERVQUAL......................................................................................................................63) Service Recovery Strategy Plan.............................................................................................74. Conclusion..............................................................................................................................75. References..............................................................................................................................8
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