Assignment on Service Marketing | 1
Added on 2022-10-04
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Running Head: SERVICE MARKETING
SERVICE MARKETING
Name of the Student
Name of the University
Author Note
SERVICE MARKETING
Name of the Student
Name of the University
Author Note
SERVICE MARKETING
1
Introduction:
Service marketing refers to the initiative of the companies or brands to create their own
values by providing premium quality services to the customers. Service marketing has become
one of the crucial factors marketers are concerned about while dragging new customers and
retaining the existing ones. The purpose of the study is to focus on service marketing and find
out one good as well as one bad customer experiences. In order to elaborate good experiences,
Dior Cosmetic Services, has been selected. Brand chosen to depict bad experience is,
'Indulgence' hair beauty clinic in Hong Kong. In case of the good experience the sources of
satisfaction, action of the employees, my expectations as a customer and the process through
which the company can ensure premium quality services to the customers are discussed with
minute details. Similarly in the case of bad experience the sources of dissatisfaction along with
the employee performance are analyze in the lights of GAPS model. The concluding section
contains personal insights on both the good as well as bad experiences.
Discussion of Best Service
I have received premium quality customer service experience in Dior situated in the
Festival Walk of Hong Kong. The warm welcome that I received just after entering the store
was one of the factors that bring a gentle smile on my face. After they ask me in a very formal
yet cordial tones about my queries. I told them about my anxiety regarding the selection the right
beauty products compatible to the type of skin and lips I have. She assured me that there are skin
test tools in the shop, and guided me to a separate room. She stayed with me during the
determination of the skin tone and type. After that she collected the result of the test and request
me to wait and have some refreshments while she finds the moisturizer, concealer and also
1
Introduction:
Service marketing refers to the initiative of the companies or brands to create their own
values by providing premium quality services to the customers. Service marketing has become
one of the crucial factors marketers are concerned about while dragging new customers and
retaining the existing ones. The purpose of the study is to focus on service marketing and find
out one good as well as one bad customer experiences. In order to elaborate good experiences,
Dior Cosmetic Services, has been selected. Brand chosen to depict bad experience is,
'Indulgence' hair beauty clinic in Hong Kong. In case of the good experience the sources of
satisfaction, action of the employees, my expectations as a customer and the process through
which the company can ensure premium quality services to the customers are discussed with
minute details. Similarly in the case of bad experience the sources of dissatisfaction along with
the employee performance are analyze in the lights of GAPS model. The concluding section
contains personal insights on both the good as well as bad experiences.
Discussion of Best Service
I have received premium quality customer service experience in Dior situated in the
Festival Walk of Hong Kong. The warm welcome that I received just after entering the store
was one of the factors that bring a gentle smile on my face. After they ask me in a very formal
yet cordial tones about my queries. I told them about my anxiety regarding the selection the right
beauty products compatible to the type of skin and lips I have. She assured me that there are skin
test tools in the shop, and guided me to a separate room. She stayed with me during the
determination of the skin tone and type. After that she collected the result of the test and request
me to wait and have some refreshments while she finds the moisturizer, concealer and also
SERVICE MARKETING
2
foundation suitable to the particular skin type I have. After a few minutes she appeared with the
moisturizer, concealer and also foundation suitable for my skin. Further she explained me that
the result showed that my lips lack proper moisturizing and I need to use Lip Glow, which is the
color-adaptive lip balm exclusively manufactured by Dior, for those who desire to have a
perfectly moisturized lips. Further she demonstrates me the rules regarding the usage of all the
products. Along with this she provided me some valuable beauty tips, for example she elaborates
me how a lip maximizer can enhance the overall beauty of my face. She also discussed with me
how a lip maximizer can make me look tempting and gorgeous during festivals. Thus she
addressed all my queries in details, with a care and patience. After that the employees at the
packaging counter kept the products inside waterproof and colorful carry bags. Further I did not
have to wait in much in the cash counter, the scanning of the barcodes and payment procedures
took a few seconds. Moreover the prices were within my budget. The employee at the cash
counter collected my contact number and address and inform me that, I can also avail home
delivery services, in case I cannot visit the store. The polite and cordial behavior of the
employees, patience and care and valuable suggestions of the saleswoman, her vital tips to look
tempting and gorgeous during festivals, the scientific methods to test skin type and tones, and
efforts made by the employees to help me in the selection of the beauty products that perfectly
matches with the skin tone and type of mine, are the sources of my satisfaction, for which I
would love to visit the store again and again.
2
foundation suitable to the particular skin type I have. After a few minutes she appeared with the
moisturizer, concealer and also foundation suitable for my skin. Further she explained me that
the result showed that my lips lack proper moisturizing and I need to use Lip Glow, which is the
color-adaptive lip balm exclusively manufactured by Dior, for those who desire to have a
perfectly moisturized lips. Further she demonstrates me the rules regarding the usage of all the
products. Along with this she provided me some valuable beauty tips, for example she elaborates
me how a lip maximizer can enhance the overall beauty of my face. She also discussed with me
how a lip maximizer can make me look tempting and gorgeous during festivals. Thus she
addressed all my queries in details, with a care and patience. After that the employees at the
packaging counter kept the products inside waterproof and colorful carry bags. Further I did not
have to wait in much in the cash counter, the scanning of the barcodes and payment procedures
took a few seconds. Moreover the prices were within my budget. The employee at the cash
counter collected my contact number and address and inform me that, I can also avail home
delivery services, in case I cannot visit the store. The polite and cordial behavior of the
employees, patience and care and valuable suggestions of the saleswoman, her vital tips to look
tempting and gorgeous during festivals, the scientific methods to test skin type and tones, and
efforts made by the employees to help me in the selection of the beauty products that perfectly
matches with the skin tone and type of mine, are the sources of my satisfaction, for which I
would love to visit the store again and again.
SERVICE MARKETING
3
In this case the sources of satisfaction are:
1. Service quality:
Analyzing the positive experience with the parameter of service quality, it can be said
that, The humble as well as cordial behavior of the saleswoman, patience, care and valuable
suggestions of the saleswoman, her vital tips to look tempting and gorgeous during festivals,
and efforts made by the employees to help me in the selection of the beauty products that
perfectly matches with the skin tone and type of mine, are the sources of my satisfaction, for
which, I would love to visit the store again and again (Cook 2017).
2. Specific product or service features:
One of the specific service which I liked the most is the scientific methods to test skin
type and tones. Further the demonstration of the process of using the beauty products by the
saleswoman, is another feature which made me feel happy and satisfied.
3. Price:
Another reason behind the high level of satisfaction I received, is affordable price of the
beauty products.
4. Product quality:
Dior products are popular for their premium quality. After using those beauty products, I
find that Dior products are light weighted and they cause no damage to the skin, rather they
bring back the natural glow of my skin and enhanced my look.
3
In this case the sources of satisfaction are:
1. Service quality:
Analyzing the positive experience with the parameter of service quality, it can be said
that, The humble as well as cordial behavior of the saleswoman, patience, care and valuable
suggestions of the saleswoman, her vital tips to look tempting and gorgeous during festivals,
and efforts made by the employees to help me in the selection of the beauty products that
perfectly matches with the skin tone and type of mine, are the sources of my satisfaction, for
which, I would love to visit the store again and again (Cook 2017).
2. Specific product or service features:
One of the specific service which I liked the most is the scientific methods to test skin
type and tones. Further the demonstration of the process of using the beauty products by the
saleswoman, is another feature which made me feel happy and satisfied.
3. Price:
Another reason behind the high level of satisfaction I received, is affordable price of the
beauty products.
4. Product quality:
Dior products are popular for their premium quality. After using those beauty products, I
find that Dior products are light weighted and they cause no damage to the skin, rather they
bring back the natural glow of my skin and enhanced my look.
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