Uber's Service Marketing: Customer Experience and Impact

This essay examines Uber's service marketing strategies and their impact on customer experiences. It explores the significance of service encounters and customer satisfaction in the service industry, highlighting how these factors influence brand perception and competitive advantage. The analysis covers Uber's front-stage and back-end operations, emphasizing the importance of customer touchpoints and the need for continuous improvement to meet customer expectations. The essay references various marketing theories and concepts to provide a comprehensive understanding of Uber's approach to service delivery and the importance of maintaining customer trust and safety. It concludes by emphasizing the need for businesses to adapt to customer needs and make decisions that enhance customer satisfaction and loyalty.

RUNNING HEAD: services marketing 1

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Uber Technologies is an American technology company. The head office of Uber is in San
Francisco, California, United States. The cab operator is currently operating in 633 cities
globally. It develops markets and functions the Uber car transport and food delivery mobile apps.
The drivers are using their own cars. Other ways drivers have an option to rent their car. The
meaning of the brand is "topmost" or "super", and is originated from the German word Uber
(Uber technologies Inc, 2017).
(Source: By Author)

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In a service industry it is important to determine the experience of the customer on the brand.
The customer experience decides the future of a business organization. The brand will be judged
on the basis of various service encounters and how the customers can relate to the brand in an
effective way. Moreover it is evident for a brand to put a significant impact on the customer’s
experience. The company should try to improving the customer touch points (Armstrong, Kotler,
Harker and Brennan, 2015). This can be done by improving the key areas. The organization
should not leave any stone unturned while dealing with the customers. In this way they can
The front stage operation involves the cab drivers who is providing services on the
behalf of Uber
Customer books a cab from the App. The App connects the customer with all the rides
available in the nearby area.
The back end team coordinates with the drivers and the customers. The operations
department of Uber is the part of Back end operations. They are responsible for
managing the activities and work behind the doors.
The technical team and overall management team coordinating the app function. The
pricing team and support team etc.

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create an ideal brand in front of the customer’s. This is the ideal chance for the companies in
ensuring effectiveness on a long run. This Essay is based on the impact of encounters made by
Uber on the customers by understanding it from real life situation (Wilson, et al 201). Uber is
responsible for functioning in a significant way through improvising the services globally. For
the purpose the brand has focused on providing competitive services against the local brand. In
this way they are able to create a concrete difference. Service encounters do affects the business
and hence required to be taken seriously in order to reduce ill-effects (Hawkins, Best, and Coney,
2010).
It is the responsibility of the organization to ensure the way in which they can attain significant
growth. This ensures an effective way in which the business can be caries in order to gain
competitiveness. There are several moments of truth in case of the customer satisfaction, it is
impossible to understand the mindset of the customer (Gummesson, 2007). Thus it is important
to consider every individual facility associated with the service industry. This is eventually
important for an individual to manage the business in term of managing a business on a large
scale. Service industry is a mixture of emotions where the customers critic the value of
service provided to them in economic sense. They compare the service of each organization
on every parameter. There are different factors that allow in managing it further without any
problem. There is a necessity to meet the target with the help of an effective service. This is
somehow important for the organization in meeting the set targets. Hence it has become
essential from the point of view of the organization to be a better service provider by organizing
business considerably (Mills and Law, 2004).
As mentioned above it is important for the business organization to use the services in the best
possible way by understanding customer’s opinion. The service implications are not merely

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judged on the mathematical tools but also depend largely on the influence that the service has n
the customers. The managerial implication is that these services do have a direct impact on the
ROI and the market share. The purpose is to gain customer satisfaction by influencing them. This
is important in case of the cab services where the trust matters. Customers prefer only safe and
credible services (Lovelock, 2011). In case of avoidance of basic facilities the organization can
face long term consequences. This can result in failure and can affect the growth when measured
on the continuous parameter. Improvements are important for the service industry in order to
gain competitiveness. While avoiding various impacts an organization can fail on its motive.
These factors are important for the organization while determining the cost. It is important to
remove the ambiguity and to work according to the given situation. It is hence important to
interact with the customer and to provide them with a better experience so that they feel
accomplished. Companies these days are making huge investments in order to gain a competitive
advantage. It is therefore necessary to remove the ambiguity by understanding different form of
necessary information by minimizing the cost (Solomon, 2014).
To conclude, it is eventually necessary for the service industry to make decision according to the
needs of the customers. The essay gives information regarding the services provided by Uber and
how the brand can create a difference. There is an ideal opportunity for the brand to understand
the market opportunities and to work accordingly. By looking onto the current service industry it
is evident to put a significant impact on the customer’s experience. The company should try to
improve the customer experiences. This can be done by improving the key areas. In order to
attain desired goals it is evident to find out the effective goal in order to create market difference.
The organization should make consistent efforts in order to gain results.
References

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Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Gummesson, E., 2007. Exit services marketing-enter service marketing. Journal of Customer
Behaviour, 6(2), pp.113-141.
Hawkins, D.I., Best, R.J. and Coney, K.A., 2010. Consumer behavior. Implications for
marketing strategy, 5.
Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.
Mills, J.E. and Law, R., 2004. Handbook of consumer behavior, tourism, and the Internet.
Psychology Press.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Uber technologies inc,2017. Online . Available at :
https://www.bloomberg.com/profiles/companies/0084207D:US-uber-technologies-inc Accessed
on: 15 August 2017
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing:
Integrating customer focus across the firm. McGraw Hill.