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Marketing Service - Essay Example

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Marketing Services Introduction: The service industry acts as the backbone, for the economic and social development of a nation. Service industry has emerged as the world’s fastest and largest growing sector in the global economy. The service sector includes a wide variety of activities, such as transportation, trading, financial, communication, real estate, and business services…
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Marketing Service

Aim and Objectives: To understand the influence of service experience and its effects on service purchase process. To understand the significance of customer experience in the creation of competitive advantage for the organizations. Theoretical Framework: The theoretical framework is very useful as it assists academics in formulating a precise research direction and focus, and for businesses in identification of the stages that require improvement, and hence necessitate more resources allocated to it. A theoretical framework is a compilation of interconnected concepts, similar to a theory but not essentially worked-out well. “Theoretical frameworks are obviously critical in deductive, theory-testing sorts of studies” (Bhojanna 2007). When the consumer services, they pass through three main stages, ie; pre-purchase stage, service encounter stage, and post-encounter stage. Three-Stage Model of Service Consumption: (Tsiotsou & Wirtz 2011). The stage of pre-purchase in the decision-making process for services is more complex, when compared to that of goods. The decision-making process involves a lot of time, because of consumer participation in the service production process. In the pre-purchase stage, consumers are prompted into action, by the creation of a need to begin the search for information, and assess alternatives for a particular service, ahead of deciding whether to buy or not. “But learning about pre-purchase behavior is equally important” (Finn 2008). The answer for the reason behind the customer’s thought to buy a particular product will eradicate all presumptions and will help in succeeding a long term customer relationship. Consumers pass on to the next stage of service experience, subsequent to the decision to make a purchase. In the service encounter stage, the consumer intermingles straightly with the service firm, and it is the way by which consumers produce value, and evaluate their service experience. Consumer satisfaction, and their perception regarding the service quality, have great importance in the last stage of the service consumption process (ie; the post purchase behavior), because of their relationship with business performance. On the other hand, the satisfied consumers, and those who have high perceptions regarding service quality may not go again to the same service provider. Role and Importance of Customer Service Experience and Service Marketing Mix- An Overview: A customer’s service experience pertains the serious of the interactions with the service providers, when customers try to communicate with them.  All types of customers are emotional, and they are likely to rate experiences on the basis of their expectations. “In order to be successful with all the customers, companies require generating and sustaining uniformity of experience across every channel. A complete communication experience will do more favor than just paying attention to the customer. “The companies require learning the ways to communicate with the customers using different channels and also require making sure that the customer’s experience delivers actual value to them in exchange for time, attention, actions, information, and anything else” (The Importance of Positive Customer Service Experiences 2011). One of the great borders for innovation is the customer experience. Better customer experienc ... Read More
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