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MKT203 - Service Marketing - Woolworths Limited

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Kaplan Business School Australia

   

Services Marketing (MKT203)

   

Added on  2020-03-04

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In any service industry, the customer experience with a particular brand plays a major role in deciding whether he or she will purchase the same service in future. In this paper, the author will be looking at the impact that service encounters in the scenario of Woolworths Limited. This paper uses the real-life situation of what happens in this company and how its service encounters affect the business management of the customers.

MKT203 - Service Marketing - Woolworths Limited

   

Kaplan Business School Australia

   

Services Marketing (MKT203)

   Added on 2020-03-04

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SERVICE MARKETING 1Service Marketing-Woolworths LimitedStudent’s NameInstitution AffiliationCourseProfessorDate
MKT203 - Service Marketing - Woolworths Limited_1
SERVICE MARKETING 2IntroductionIn any service industry, the customer experience on a particular brand plays a major rolein deciding whether he or she will purchase the same service in future. The customer offers his orher judgment on the service based on the service encounters or the moment of truth that he or sheexperiences while interacting with the service provider (Bradley et al. 2013, p.512). Therefore,in the case of any service based organizations, the company should focus on improving thecustomer touch points which are the key areas where there is an existing interaction with thecustomer. This is the ideal opportunity for the companies to ensure that they leave a positiveimpact on the customers. In this paper, the author will be looking at the impact that service encounters in thescenario of Woolworths Limited. The paper uses the real life situation of what happens in thiscompany and how its service encounters affect the business management of the customers. Thereare several moments of truth in the case of the customer, and it is not possible here to analyze allof them. Therefore, this paper finds it suitable to address services encounters among theWoolworth Company customers based on both backstage and front stage operations. Before engaging in further discussion, it is important to determine the meaning of serviceencounters. Service encounters involve the mix of emotions where the customers judge thequality of service offered to them in an economic sense concerning the various experiences thatthey have. There are so many factors that if managed properly can lead to a better customersatisfaction and can increase the business considerably.
MKT203 - Service Marketing - Woolworths Limited_2
SERVICE MARKETING 3Flow Chart Showing Service Marketing ofWoolworths Limited YES YES NO NO YES NO NOCustomer ArrivesCustomer needs to complete paper workCustomer Care available?Waiting RoomTake notes of customers’demand (product features)Sales person available?Waiting RoomMake orderCustomer leavesCustomer in the System?
MKT203 - Service Marketing - Woolworths Limited_3

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