Service Marketing: Challenges, Background, Customers, and Service Quality

Services Marketing
INTRODUCTION
Service Marketing is refers to provide services to
both business to consumers (B2C) and business to business
(B2B) and it also includes the marketing of services as well
such as financial services and telecommunication services.
In this infographic chart, it describe background research of
the company, its competitors, market in which the quoted
firm operates and some challenges which is faced by the
firm
Service industry is one of the most
important part that helps to grow the
economy of the country and company
who operates in it, are also uses variety of
promotional activities in order to lead
their business. Currently, the industry
shares almost 80% for the growth of a
economy.
Types of customers and their behavior:
 The Electric Cinema is one of the oldest
cinema in UK and it has all types of
customers such that it target to potential
customers because they are loyal and also
fulfil the needs as well.
 The main target of Electric Cinema are
youngsters such that they almost enjoy all
the film and they are also ready to pay the
exact amount without bargaining. Further,
it has been analyzed that targeting the
youngsters are quite beneficial for the
cinemas because it helps them to generate
more revenue as compared to others.
Position of the company:
 The quoted company is so famous in early nineteens
because it is the only cinema which provide the first
silent film to the people and later on it also telecast the
second world war updates as well.
REFERENCES
Books and Journals
Bouman, M. and Van der Wiele, T., 2018. Measuring service
quality in the car service industry: building and
testing an instrument. International Journal of
Service Industry Management.3(4). pp.4-16.
Xiaojuan, J. and Hui, L., 2015. Service Industry and China's
Economy: Correlation and Potential of Faster Growth
[J]. Economic Research Journal. 1. pp.4-15.
Landrum, H. and Prybutok, V. R., 2018. A service quality
and success model for the information service
Observation on service quality:
 It has been analysed that the service industry are also refers in the terms of tangible such that there are
various services which can be touch and in the context of Electric Cinema, the luxurious facility which
it offers are rear waiters, sofas.
 Apart from this, the service quality is also based upon reliability and assurance such the Electric
Cinema is also depend upon the Film industry and for this reason, the company also use competitive
pricing strategy for gaining high competitive advantage.
Background of the company:
 The Electric Cinema in
Birmingham is one of the
oldest cinema in United
Kingdom and it opened in
1909 ad show its first silent
film as well and now it is the
oldest cinema working in the
country.
Challenges:
 one of the biggest challenge which
Electric Cinema facing is its single
marketing system such that the
company did not uses any other
promotional activity to promote their
services in market.