Service Marketing - Meaning, Importance

Running head: SERVICE MARKETING
Service Marketing
Name of the Student
Name of the University
Author Note

SERVICE MARKETING1
Table of Contents
Introduction:...............................................................................................................................2
Process Improvement:................................................................................................................3
Human Aspects:.........................................................................................................................6
Managing Resource Capacity:...................................................................................................8
Conclusion:..............................................................................................................................10
References:...............................................................................................................................11
Appendix:.................................................................................................................................13

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Introduction:
The significance of the process improvement is perceived to be considerably high
amongst the companies operating in the contemporary world of business and one of the prime
factors that influence the companies in the same, is the increasing level of business
competition. As per the comments of Lohrmann and Reichert (2016), the concept of the
process improvement is regarded as the proactive actions that the companies are undertaking
for identifying, analysing and enhancing the quality of the business processes that they are
currently using. According to Page (2015), the process improvement is much needed for the
modern companies to operate in the intensely competitive business market. Page (2015)
further mentioned that the business environment is changing in a rapid manner with the
impact of globalization and in such situation, the business organizations are seen to face an
increased level of competition from the part of the competitor organizations. In order to
tackle the same, the business companies are facing the necessity to employ the most
productive and flexible processes and in such situation, the application of the process
improvement techniques enable the companies for identifying the faulty business processes
and recover them for the desired improvement in their performances. Other than this, the
efficient management of the human aspect from the part of the companies, places the
companies in a better position to tackle the demand of the market in a quality oriented
manner.
As per the comments of Milani, García-Bañuelos and Dumas (2016), the success of
the companies in managing the intense level of business competition in an efficient manner,
is seen to be dependent on their ability in managing the capacity of their resources in a
professional manner. In such situation, the management of the resource capacity from the part
of the modern business organizations is seen to hold a higher degree of success for the

SERVICE MARKETING3
companies. The study is primarily based on the assessment of the impact of three different
service marketing management approaches such as the process improvement, human aspects
and the management of the resource capacity on the business activities of a selected
organization named as Virgin Trains. The study highlights the purpose, application and
limitations of the above mentioned approaches with a precise consideration towards the
business actions of the selected business entity.
Process Improvement:
Purpose:
It becomes important to understand the concept of Process Improvement for the
efficient elaboration regarding the contribution of the same in the improved management of
the business from the part of the company. As per the comments of Sallos, Yoruk and García-
Pérez (2017), the application of the process improvement initiatives places the companies in a
better position for analysing the faulty or unproductive processes and at the same time, it
increases the efficiency of the companies in identifying the processes are perfectly aligned
with the business demands their companies tae facing. Along with that, the process
improvement techniques enhances the ability of the companies in reducing the practice of the
faulty and unproductive business processes and increases the suitability of the business
processes in accordance to the demands of the business. The concept of Process
Improvement is represented in a more visible manner by Kocaoglu and Acar (2015) with the
claim that the process improvement is a certain methodology that fights against the dismissals
in the execution of the processes which leads to delays in the projects, decline in the
productivity and demoralizes the employees. As per the comments of Bakotic and Krnic
(2017), the process improvement is regarded as an ongoing process of business where it
identifies the tangible areas of improvement. According to the esteemed opinion of Nicholds