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Service Marketing Management Report - Virgin Trains

   

Added on  2020-01-15

15 Pages3696 Words166 Views
Virgin Trains
Service Marketing Management Report - Virgin Trains_1
Table of ContentsINTRODUCTION...........................................................................................................................1Process improvements.....................................................................................................................1Purpose:..................................................................................................................................1Application.............................................................................................................................2Limitations..............................................................................................................................3Human aspects.................................................................................................................................3Purpose:..................................................................................................................................3Application:............................................................................................................................3Limitations..............................................................................................................................4Managing Resource Capacity..........................................................................................................5Purpose...................................................................................................................................5Application:............................................................................................................................6Limitations..............................................................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8Appendices: Material to support the assignment...........................................................................10Appendices 1: 4vs for Virgin Train......................................................................................10Appendices 2: Process flow chat for booking ticket telephonic...........................................11Appendices 3: Development level through leadership.........................................................12
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INTRODUCTIONService can be defined as a type of product which service user can only feel but cannotsee. Marketing management can be determined as an essential function of business management.It is generally refereed with business to customers and business to business. Services includesservices like car rental service, airlines, health and social cares, railway, etc. (Davenport, 2013).The present report is about Virgin Trains which is a train operating organization. Its first servicewas introduced in the year 2004 which was started form London Euston to Llandudno. It is agrowing tremendously and has covered 42 stations. This report covers three different approachesof service marketing management which are process improvement, human aspects andmanagement resource capacity.PROCESS IMPROVEMENTSPurpose:According to Evans and Lindsay, 2014 “process efficiency can be defined as a throughwhich performance level is improved using the least input so as to develop huge amount ofoutput” (Evans and Lindsay, 2014). On the other hand, Blank, 2013 stated that “processefficiency can only determine with proper monitoring and using different strategies for betterimplementation” (Blank, 2013). In this context, there are various theories with the help of whichfirm can deliver product or services to their customers. Among the all theories, the most effectiveone is 4'Vs of operation management. Orduna, and et. al., 2014 “management of operations isdesigning a path through which businesses can develop their products and services” (Orduna andet. al., 2014).4V's: One of the most common things in the operations processes is that it takes all theinputs and convert them into outputs. In this context, there are basically four ways which areVisibility, Variation, Variety and Volume (Facemire and et. al., 2014).Volume: In this, firm focuses on the volume or the quantity which it delivers to itscustomers. When, the size of organization increases, then the volume of units, number ofemployees and systematisation also increase. Variety: It is related to different dimensions among firms which provide similar types ofservices.1
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Variation: Different firms take different time period to complete same type of services.Some would take days or some would take hours to deliver services to the customers (Herman,2011). Visibility: It is referred to the visibility of services to the customers. More the serviceswould be visible, then more the customer would be influenced. In railways, service users cantrack the distance which would be required to reach a station. Process efficiency helps in many ways like it reduces the spare time. Further, organizationuses different types of resource so as to deliver them to their customers (Crowfoot andWondolleck, 2012). In this context, efficiency of process is helpful in using resources effectivelyand satisfying customers. It is very essential for the success of service. It helps in understandingcustomers effectively and making changes according to the needs and wants demanded by them. ApplicationIn context with Virgin Train, there are many ways on which firm could apply processefficiency. Customers prefer to reach their destination as quick as they could (Simonovic, 2012).Due to this aspect, organization makes arrangement in such a way that it could seep up theirengines, use new technology etc. so that it could deliver fast services. In order to improve theirperformance efficiency, they could reduce the waiting time on each station so that they couldsave time. All the services inside the train should be provided effectively to the customers so thatthey need not to get up from their place. There are many ways through which organization could use for adopting process efficiency(McIvor, 2016). With this respect, it can use 4vs in order to improve its efficiency. There aremainly four areas in which firm can focus so as to adopt efficiency process. Volume: Customers prefer to get fast services. Virgin Train should be able to provide theirservices users with low cost services (Bovea and Pérez-Belis, 2012). In this context, firmprovides services to their customers with the availability of cost effectiveness and high quality. Variety: There are different trains which are allotted with same rout. Different trains takedifferent time to reach their destination. Customer would prefer to go through that train whichwould help them to reach destination in less time. There would be customers who would preferto get quality services so that they could enjoy their journey. Variation: Organization should deliver different types of services through different trains.For that, it needs to focus on understanding the preferences of customers (Röglinger, Pöppelbuß2
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