MKT672 Marketing Applications: Comprehensive Service Marketing Report

This report provides a comprehensive analysis of service marketing principles, applying them to real-world scenarios such as Geneva Healthcare and QT Event Management. It addresses key concepts including the post-industrial service economy, the four key principles of service marketing (intangibility, inseparability, perishability, and variability), internal marketing strategies, service encounters, and service quality management using the SERVQUAL model. The report also offers practical recommendations for risk mitigation in business expansion, staff management, service blueprinting, service bulletproofing, and servicescape design, aiming to provide senior executives with informed and business-like advice. The analysis integrates independent research and aims to provide problem-solving solutions grounded in marketing logic.

Running head: MARKETING APPLICATION
Marketing Application
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Table of Contents
Topic 1- Post-industrial Service Economy in the context of Geneva Healthcare...........................2
Task 1. Risk of expanding business:............................................................................................2
Task 2. Business model to mitigate the risk:...............................................................................3
Topic 2- Key principles of services marketing in the context of QT Event Management..............4
Task 3. Intangibility:....................................................................................................................4
Task 4. Inseparability:.................................................................................................................4
Task 5. Perishability:...................................................................................................................5
Task 6. Variability:......................................................................................................................5
Topic 3- Internal marketing.............................................................................................................5
Task 7. Significance of internal marketing:.................................................................................5
Task 8. Ways of managing staffs:................................................................................................6
Topic 4- Service encounters............................................................................................................8
Task 9. Recommendation on service blueprinting and service bulletproofing:..........................8
Task 10. Role of service scape design on improving quality of service encounters:..................9
Topic 5- Service quality management...........................................................................................10
Task 11. Overview of SERVEQUAL Model:...........................................................................10
Task 12. Designing of practical marketing idea:.......................................................................11
Reference List:...............................................................................................................................12

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Topic 1- Post-industrial Service Economy in the context of Geneva Healthcare
Task 1. Risk of expanding business:
In the extreme competition in the business environment, most of the organizations are
aiming to expand their business in much wider domain. This is the key of increasing statistics of
profit and thereby stay aside from the competitors. Geneva HealthCare, one of the famous
healthcare organizations in Wellington, New Zealand, is aiming to make 30% expansion of their
business with the intention of catching potential base of customers. However, as Geneva
HealthCare provides client base service, there are certain risk, which the organization might face
in the way of expanding business. HR issues are one of the greatest challenges in expanding
business in much wider domain.
According to McKenzie & Smirnov (2018) promoting growth of business requires
increase in staffing. In this case, the HR department of Geneva HealthCare might face challenges
in the way of managing wide range of staffs. In addition to that, a massive change in the
organizational structure also needs to be done for market expansion. Therefore, it becomes
difficult for the staffs to cope up with the new working process and thereby satisfy the needs and
requirements of new customers. Changes in the working process can also result in lack of job
satisfaction among the staffs, which is utterly a threat towards retaining them. Aggarwal et al.,
(2016) showed that in order to overcome the issue, the management of Geneva HealthCare
should conduct in-depth training and development program. A small structural unit must also be
divided for the employees in order to enable them to work more proficiency in a certain area.
Unfamiliar marketplace is also a major challenge of expanding business. Lack of comprehensive
contingency plan in the greatest issue in this context. This can hamper the consistency of the
business process. Execution of professional indemnity insurance is one of the greatest ways,

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through which Geneva HealthCare can mitigate such threat. As per this model, it is important to
design the HR policies in such a manner, which can act as an influential factor in terms of
strengthening the level of productivity among the human resources. As the staffs are the key
resources of an organisation, it is important to generate satisfaction among them. which is the
key of running business with utmost proficiency. As Geneva HealthCare can face issue related
to lack of capable workforce, it is imperative for its higher management to integrate a learning
environment in the workplace, which can help in strengthening the skill among the staffs and
thus lead them to offer high quality of health services.
Task 2. Business model to mitigate the risk:
In order to mitigate the HR related issues, it is imperative for the higher authority of
Geneva HealthCare to follow a certain framework. This is the way of mitigating the risk in a
systematic manner. Geneva HealthCare can use The Harvard Model of human resource
management for the sake of dealing with the issues related to human resources. According to this
model, it is imperative increase organizational staffing level, which is the key of satisfying
organizational goals and objectives. As Geneva HealthCare is aiming to make 30% expansion of
their business, they must be focused towards devising their recruitments. Kaufman et al., (2015)
observed that as the company should make comprehensive units of staffs in terms of enabling
them to work in small areas, implementation of strong recruitment program is highly required for
the sake of amplifying their staffing level.
Market expansion of business often leads the staffs to work in new process and handle
new segment of customers. This becomes difficult for the companies to work in a new system,
which ultimately results in dissatisfaction among them. Kanda&Matschewsky(2018) highlighted
that Harvard Model of human resource management puts stress on training, which is the key of

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accelerating skill and competency among them. Healthcare management related training is to be
provided to the staffs of Geneva HealthCare to enable them to perform the leadership role and
thus handle the subordinates to work in different areas.
Topic 2- Key principles of services marketing in the context of QT Event
Management
QT Event Management is one of the famous event organizers in New Zealand, which is
highly committed towards conducting professional events, wedding parties in a unique manner.
The details of the service, provided by the organization is discussed below:
Task 3. Intangibility:
The organization is extremely committed towards providing high quality of services to
the customers. Location scouting is one of the major services, being provided by QT Event
Management. As the trend of destination wedding is increasing in a rapid manner, QT Event
Management supports the customers to choose the best destination in order to make their party
more precious and lucrative.
Task 4. Inseparability:
Providing high quality of service to the customers and generating interest among them is
the fundamental aim of QT Event Management. Lovelock& Patterson (2015) showed that one of
the most significant aspects of their business is integration of long term memory among the
customers. Extraordinary service, provided by QT Event Management plays a pivotal role in the
way of generating long term memory among the customers. The company always strives for
excellence. Armstrong et al., (2014) stated that there lies inseparability of the services which is
making it easy for event management firms to stay aside from the competitors. In addition to

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that, QT Event Management has also implemented some of the unique approaches and
introduced conference management packages for the sake of offering the customers with
enjoyable services.
Task 5. Perishability:
This is one of the key factors of service marketing, which deals with creativity and
utilization and capability. Moreover, a strong backup plan is also a vital factor to ensure
perishability of service. For the case of QT Event Management, the company conducts each of
the events in a unique manner. From choosing destination to menu planning, creativity can be
found in every aspect. At the same time, upgraded registration system has been implemented by
QT Event Management, especially for the conferences. As showed by Bowie et al., (2016) with
the assistance of this system, the delegates can access all the valuable information related to the
conference. This is the perishability of services, being offered by QT Event Management.
Task 6. Variability:
Underlying goal of QT Event Management is to be the most organized event organizer in
New Zealand and thereby acquire a strong position in the market. As per the discussion of
Grönroos&Gummerus (2014) in-depth business planning is the greatest strength of them.
Implementation of open book policy is also serving QT Event Management with the ability to
organize the events in a cost effective manner. Through this way, the entities is aiming to
generate interest among the customers.

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Topic 3- Internal marketing
Task 7. Significance of internal marketing:
Internal marketing can be considered as the way of treating the staffs of an organization
as internal customer and thereby integrating the mission and vision among them. The
fundamental goal of internal marketing strategy is to align all of the significant aspects of
business and thus ensure that staffs hold the ability to strengthen the value of business by
providing high quality of services among the customers. FortenberryJr, &McGoldrick (2016)
said that internal marketing is the most standardize way, through which a firm can offer the
customers with consistent experience. In the highly volatile business environment, the
organizations perceive the staffs as the most significant marketing tool, for promoting
sustainable growth of business. Internal marketing is the greatest way of customizing the entire
working process, which is very much needed to strengthen the durability of products or services
and thereby generate satisfaction among the customers.
However,Chen et al., (2015) argued on the ground that groupthinking is one of the
greatest aspects of internal marketing as it restricts the ability of the staffs to think independently.
This can result in biased attitude among the staffs, which can result in conducting customer
satisfaction research in an inappropriate manner. In addition to that, the process of internal
marketing requires centralized marketing department, which is utterly a barrier towards
conducting research in different market. This can restrict the ability of the companies to market
their products in multiple geographic locations.

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Task 8. Ways of managing staffs:
Appropriate management of staffs has become the most significant matter of
consideration for the sake of accelerating the level of productivity among them. This is the way
of enabling the staffs to perform their assigned task with utmost proficiency. According to Bell,
Buttigieg& Iverson (2015) satisfaction among the employees plays a very important role in
boosting the value of business among the customers. Service Profit Chain can be considered as
one of the most significant frameworks, through which through which, a strong relationship
among customer loyalty, employee satisfaction and organizational productivity can be
established. Satisfaction among the customers can results in increased loyalty among them,
which can stem from value of business. Satisfied and productive employees are the major factor
in accelerating the value of business. Service Profit Chain shows the fact that the management
must be committed towards showing supportive attitude among the staffs and implement
effective organizational policies in order to serve human resources with the capability to deliver
higher value of business. As money is one of the greatest factors in generating satisfaction
among the customers, it is imperative to important to offer reward and intensive based on their
performance (Yang, 2015). This can act as a motivational factors for the staffs, which is the key
of keeping them committed.
Managing performance of the staffs is also a major factor for improving their
productivity and enable them to be committed towards accomplishing organizational objectives.
According to cycles of Performance, planning is one of the major factors in strengthening the
productivity among the staffs. It is imperative to set SMART objectives, which needs to be
satisfied for the staffs in order to accomplish their career objectives. The fundamental goals and
objectives is to be integrated within the planning phase for the sake of ensuring that, the

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performance of individual employee is aligned with that of the overall organizational strategy.
Consistency in the business process is also a major way of effective management of the staffs. in
order to generate positive behavior among them, considerable salary structure as well as a
comprehensive rewards scheme are to be introduced. This is the way, through which the
employees can also show commitment towards satisfying organizational goals and objectives.
Team working plays a significant role in the way of appropriate management of team. This is the
mode of creating a collaborative business environment within the workplace and thus align all
the employees within a single platform. Chen et al., (2015) observed thatgiving feedback based
on the performance of the staffs has become the key trend. This is the way, through which the
staffs themselves can understand their performance level and thereby explore the area of
improvement. Therefore, feedback needs to be given regularly. This is the mode of maintaining
healthy relationship in between the performance of the staffs and organizational culture.
Topic 4- Service encounters
Task 9. Recommendation on service blueprinting and service bulletproofing:
In the highly volatile business environment, the client-based organizations must be
committed towards strengthening the durability of service in order to keep the clients happy and
satisfied. There lies the significance if service blue-printing, which can be regarded as the
procedure of integrating innovation while designing the services (Balaji, Roy &Lassar, 2017). In
addition to that, the process of service blue-printing also comprises of all the activities that needs
to be completed in order to ensure operational efficiency.

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Figure 1: Steps of Service blue-printing
(Source:Mattsson&Chadee, 2015)
With the assistance of service blue-printing, the underlying service and resources can be
explored which is very much needed in order to improve the quality of services. Moreover,
service blue-printing is also major way of identifying weakness of an organization, which can
make it difficult for them to improve the quality of services and take necessary action
accordingly for the sake of overcoming the weaknesses. Félix-Brasdefer (2015) opined that one
of the greatest aspects of service blue-printing is that it acts as a major platform, through which
all the people can work together.
As the experience of customers is the key factor in strengthening the value of business,
service bulletproofing is a significant factor in providing high quality of service. According to
the notion of service bulletproofing, requirements of the clients is to be satisfied quickly, which
can enable the customers to feel valued. Tam, Sharma& Kim (2014) highlighted by saying that
Cloud-based customer service is the greatest way of generating satisfaction among them. This
can pave the way for customers to access multiple channels before taking their purchasing
decision. Service bulletproofing is basically the process of designing the service in such a manner,

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which can help in creating extremely tailored experience among the customers and thereby staying
aside from the hardcore competition.
Service blue printing is the greatest way of maintaining strong communication with that
of the staffs. In the context of healthcare organization, successful implementation of service blue
printing strategy can help them to enable the patients along with their family members to
perceive the initiatives that have been taken by the organization to promote health and well-being
among the staffs. On the other hand, service bullet-proofing is the best way of strengthening the
durability of service which is the key of generating satisfaction among users and thus integrate a
strong segment of customer within the organisation. The notion of service bullet-proofing serves
the companies with the capability to resolve any kind of business related issue in a timely and
cost effective manner and thereby ensure consistency in the business process. In the service-
based industry, service bullet-proofing is the major way of providing apt services among the
customers by perceiving their needs and requirements.
Task 10. Role of service scape design on improving quality of service encounters:
Service-scape is defined as one of the major framework, through which the impact of
physical environment in which a service is being processedcan be assessed. The fundamental aim
of this model is to evaluate the behavior of the people in a service environment. As the physical
environment of business plays a pivotal role in providing high quality of service, it is important
to design the environment in such a manner, which can help in improving the value of business.
The physical and behavioral responses of the improved to keep them committed towards
offering high quality of services. With the assistance of service scape model, role among the
service personnel can be conveyed in an appropriate manner. This is the way, through which the
staffs can work accordingly to provide high quality of service to the customers and thereby

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generate satisfaction among them. In addition to that, effective design of service scape model can
also help in maintaining healthy interaction in between the customers and service
providers(Yang, 2015).
Topic 5- Service quality management
Task 11. Overview of SERVEQUAL Model:
Measuringquality of products or services is the key factor of generating motivation
among the customers and thereby amplify value of business. Ross (2017) said that there lies the
significance of SERVEQUAL Model, which can result in excellent service. According to this
model, improving quality of service is the key factor of attaining competitive advantage by
ensuring unique products or services.
Figure 2: SERVQUEL Model
(Source:Goetsch& Davis, 2014)
With the assistance of this framework, the firms can execute gap analyses practice which
isvery much needed to explore the weaknesses and take action accordingly to mitigate those
challenges. Successful implementation of this model can also serve the firms with the ability to
measure the perception among the customers and measure the quality of services accordingly.