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Marketing of Services - Term Paper Example

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Marketing of Services

Research has shown that the design of a services cape influences a customer’s expectation, choice, satisfaction and other behaviour. The four strategic roles service scopes are as follows: Package The service scape and other physical evidence wrap the service so that it conveys a clear message to the consumers of what is inside. It is just like packaging a tangible product. The physical setting of a service essentially does the same thing through the interaction of the complex stimuli. The service scape is essentially the outward appearance of an organisation and hence it is critical in forming the first impression of customer expectation. Facilitator The service scape can aid in the performances of the persons in the environment. The design of the services cape can enhance or inhibit the efficient flow of the activities in the service setting. Thus it makes it easier or harder for the employees and the customers to accomplish their respective goals. A well designed functional facility can make a customer experience pleasure while an inefficient and poor design can frustrate both the employees and the customers. Socializer The design of a service scape can help in the socialization of both the employees and the customers. ...
Any changes in the physical environment can be used to signal reposition a firm or to target new market segment. Question 2 Global business environment has become highly competitive as several organizations within the global business environment are implementing unique business operation strategies in order to gain potential competitive advantages. Several service providing organizations always try to ensure high quality customer service in order to develop potential customer base. It is true that high engagement service providing organizations need not have to concern about the issues of customer loyalty. Now-a-days, consumers always demand effective customer service from the organizations against their money. Satisfied customers always intend to stick with the brand or the organization. The do not try to take the risk of switch over another brand. Several service engagement organizations used to focus on strong and effective customer relationship management practices in order to retain its existing potential customer base. However, these organizations have to focus on developing new client base as the business environment in this world is becoming competitive and saturated. People are becoming loyal to particular brands due to high satisfaction from the offered services. Therefore, it is highly important for the organizations to attract the new customers who have never experienced about the services of other service providers. It is quite easy for an organization to gain customer loyalty of a new and inexperienced customer about different service. If the customer chose another brand then it will be difficult for that organization to attract the particular customers. High service engagement firms should not ...Show more

Summary

Marketing of Services Contents Contents 2 Question 1 3 Package 3 Facilitator 3 Socializer 4 Differentiator 4 Question 2 4 Question 4 5 Prestige Pricing 5 Skimming Pricing strategy 6 Penetration Pricing 6 Question 6 6 (A) 6 (B) 7 Question 1 Services cape is the environment which surrounds a service…
Author : hcremin
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