Service Marketing: Managing Service Provision for Customer Satisfaction

SERVICE MARKETING 1
SERVICE MARKETING
Name of student
Name of institution
Name of instructor
Date

SERVICE MARKETING 2
Introduction
The service industry depends on the customer’s experience to ensure the strength and
survival of a brand in the market. The customers judge a service based on the encounters with
the service providers or the service points. The moment of truth for the service comes up
when the customer contacts with the service at the designated points. Therefore, the service
providers should ensure that the customers get the expected quality and satisfaction to ensure
a positive image of the service brand. The service improvements could take place through the
training of employees and the introduction of technological systems that increase efficiency
and effectiveness. Moreover, the service provision presents a good chance for a company to
create a good impression on the customers.
The assignment checks on the service provision in a real medical centre to establish the
relationship between the service provision and customer satisfaction. Additionally, the
assignment focuses on the management of services to ensure customer satisfaction and brand
strength. The service provision at the medical centre reveals moments of truth that determine
whether the customers will continue using the services. The satisfaction of customers
increases the number of visits due to the word of mouth marketing done when recommending
the services to friends and family. Service encounter refers to a mixture of emotions where
the consumers rate the quality of the services offered with the amounts paid with respect to
the experiences at the service points.
Service flow description
The customers arrive at the medical centre, and a receptionist checks the details in the
system, which leads to either asking the customer to fill in details or see a nurse. The nurse
checks the patient’s weight, pulse and blood sugar levels before seeing the doctor. In the case
that the doctor has another patient, the clients seat in the waiting room waiting. The doctor
attends to the customers by diagnosing the illnesses and giving medicine. The customer could
require a follow-up appointment for further treatment. In the case that the customer does not
require an appointment, then the medical centre allows the customer to leave. On the other
hand, the customer passes through the chemist to collect medicine before leaving the medical
centre.
Front stage and back stage operations
The front stage services refers to the services that involve the customer and the service giver
interactions. In the case of the medical centre, the front stage services include reception,
weight, pulse and blood sugar level checks, patient meeting the doctor and collection of
medicine. On the other hand, the backstage operations include checking the patients’ record
at reception, slotting appointments and availing doctors and nurses to attend to the patients.
Generally, the backstage activities include the services that do not involve the customer.

SERVICE MARKETING 3
Service flow chart
YES YES YES
NO NO
YES
NO
NO
YES
Patient
arrival
Availability
of nurses
Checking
the patient
in the
system
Patient
completes
paperwork
Patient
waiting
room
Check weight,
pulse,
pressure and
sugar levels.
Availability
of a doctor
Waiting
room
The patient
sees a doctor
Follow-up
appointm
ent
required?
Book
appointment
Patient visits
the chemist
Patient gets
medication
Medicati
on
needed?
The patient
leaves the
medical centre.