Service Marketing: Strategies for Customer Satisfaction and Communication

Services Marketing

Executive summary
The following report is based on service marketing that is used by businesses in order to
make effectiveness relationship with customer and other components of marketplace. In this
company has managed its good and services that is offered within the market so as to make
uniqueness and creativity within the production. It includes market segmentation and positioning
along with service marketing mix of service organisation. In addition communication strategy is
developed, customer service orientation that assist to develop strategies in order to design
customer satisfaction.

Table of Contents
Executive summary..........................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Service organisation Background...............................................................................................1
Market segmentation and positioning of the service organisation..............................................2
Service marketing mix for selected service organisation............................................................3
Communication strategies for service organisation....................................................................4
Customer service orientation for selected service organisation..................................................5
Designing customer service design for managing service capacities.........................................6
Strategies for designing customer satisfaction and handling complaints for selected service
organisation.................................................................................................................................7
Contemporary issues in consumer attitude for service organisation...........................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
The service marketing is dependent on suitable relationship that is addressed in between
business and its customer. It is used by the business in order to characterised different services
such as heterogeneity, intangibility, inseparability and perish-ability (Abbu and Gopalakrishna,
2019). It is being used to develop large customer base and in this long term sustainability is
attained in easiest mode. It is basically a specialize branch that deals with different kind of
services through which business compared strategies with marketing of physical goods. The
following report is based on NAB (National Australia Bank) that is largest financial institution in
terms of earning, customer and market capitalisation within Australia. It was founded in 1982 as
a National commercial banking corporation of Australia limited and having a headquartered in
700 Bourke Street Docklands, Melbourne, Australia. The report consist of organisation
background, market segmentation and positioning, service marketing mix, communication
strategies, customer service orientation, designing customer service design, strategies for
designing customer satisfaction and contemporary issues in consumer attitude for service
organisation.
MAIN BODY
Service organisation Background
NAB it is largest bank in all over the world as in term of market capitalisation and having
52nd rank in terms of total assets in year 2019. It was formed as National Commercial Banking
Corporation of Australia Limited as by making merger with Commercial banking company of
Sydney and National bank of Australasia and then the resultant company is known as National
Australia Bank Limited. The bank serve different products such as business banking, consumer
banking, insurance, wealth management and wholesale banking (Bowman, 2019). The NAB
bank having its representative offices at various places such as Beijing, Chicago, Dallas, San
Francisco, Shanghai, New Delhi, Houston and many other places as well. In 1987 NAB bought
Northern bank and Clydesdale bank from midland bank and after that rebranded by changing its
logo and in addition in 1990, bought Yorkshire bank as well. NAB also make acquisition with
Bank of New Zealand and after this its market share is increases with 26% in that market and
after some period of time or in 1990 NAB closes its offices from Dallas, Houston, San Francisco,
Atlanta and Chicago. On the basis of its selective strategy NAB always maintain focus towards
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