Service marketing Essay Example | Topics and Well Written Essays - 2500 words

Service marketing - Essay Example Table of Contents Executive Summary 2 Table of Contents 3 Introduction 4 Case Encounter 1: Travel & Tourism Industry 4 Case Encounter 2: Telecommunications Ltd 7 Case Encounter 3: Movie Rental 9 Case Encounter 4: Online Book Ordering 11 Case Encounter 5: Airline Ticket Booking 12 Conclusion 14 Journal Template 15 Introduction Services are intangible products offered to customers and are usually a series of activities which take place as a result of interaction between the customers and the service provider. Execution of different strategies has been complied under thoughtful consideration, which is also called the gap model of service quality (Zeithaml, et. al., 2011).This type of marketing is also known as relationship marketing, which revolves around delivering customer expectations and transactional marketing (Rao, 2011). Services are difficult to describe and communicate and are evident when there is new service development and the management works upon these concepts to fulfil t he customer needs and expectations (Udayton, n.d.). The quality of the services delivered by the manufacturer to develop contact with customers personally is influenced by the generalized market standards. These generalized markets standards are basically prepared against the benchmark standards for evaluation of their effectiveness. These service standards do not signify the actual customer requirements, expectations, quality of services and customer perception but they define the quality expected from the manufacturer (Mills, 2002). The five service delivery encounter by me signifies the service performance gap of the different service providers and also the experience encountered by the customers. Recording of different service provider will help in distinguishing between resources employed by these providers and also their actual quality of services. Case Encounter 1: Travel & Tourism Industry Featherworks Limited is renowned travel and Tourism Company which offers travel and to urism services to customers who want to travel in Asian and South East Asian region. The company specializes in offering excusive travel packages as well as guidance that are willing to travel in the above mentioned locations. As a first time customer, I had researched about the company and its travel tours and packages facilities. I had decided to book a travel package for three members. Service Encounter I had decided to purchase the tickets through their city branch office located at Manchester. The staff at Manchester travel city office were not only courteous and well informed about their existing services and offers, but also develop an excellent rapport with the others customers. An adequately staffed organization not only ensured that the customers are not kept waiting but also feel the pleasant ambience. Thorough product knowledge enable me to not only thoughtfully consider an array of travel options at affordable prices, but also helped me in matching the travel packages w ith my allocated budget. The booking of tickets was done immediately and prior to the booking I was made to fill up personal and professional information as per the policy of the company. Breadth of Model Used: Service Quality The quality of the service decides the customer loyalty and the customer retention power of the company. Managing service quality will help the

Marketing Strategy for comfort cabs Business Essay

Marketing Strategy for comfort cabs Business - Essay Example In addition, Comfort cabs aims at capitalizing in planning for the travel as a way of the exploring unlimited business opportunities that are available in the northwest region of the Pacific. Information needs of target market It is important that our customers be informed of our locations, especially our head and branch offices where they make inquiries and launch appropriate complaints. The storefront of all our offices will face main streets with clearly visible entrances. We target to rent 1,550 square feet of fully serviced space for erecting our head office at a prevailing market rate of $27,099 per annum. To make the head office even more appealing to our visiting customers, additional $25,000 will be withdrawn from the business account for internal refurbishment. To cut on the costs, some of this work will be done by our staff with assistance of a few professionals. Because of our convenient location, a simple address will be detailed in our business card with a small map gui ding the customers to the main office. Our contacts will clearly be displayed on our cabs for any potential customers to contact us when they need our services. Based on the fact that modern communication is even more advanced (Kate 28), the displayed contacts will include our business website (confortcab.com) and the telephone address of the main office. Should the customer establish a closer relationship with a specific cab, such customers can be given the address of the specific cab driver to enhance more convenient contact when their services are needed. Personal selling Through the personal selling approach, the individuals make â€Å"cold† calls to the potential customers informing them of their products and services and requesting these customers to try these products (Gooderl 135). In Comfort Cab business, personal selling will be a very important approach through which we will influence the customers in Seattle area. As our cabs move within the town, the drivers will stop at the strategic bus passenger collection stages to carry the wiling customers. In addition, the follow-ups calls will be made to our previously served customers to inquire about their opinions to our services, inquire of their willingness to be served by our cabs and to request for their recommendation to other potential customers. Through follow-ups, the customers are given details about our whereabouts and contact in order to contact us any time they need of our services. Through personal selling approach, Comfort cabs will be able to tailor the information to potential customer in real time. Through this direct contact, our sales personnel will address the customers concerns. In addition to the personnel responding to the customer requests on phone, others will embark on a street promotion campaign that will be targeted at informing the public of the new business, the location covered, incentives, and the charges. This information will be detailed in small cards that will also contain the company name, physical address and phone contact. Training Increasing the number of staff will be an important move by Comfort cabs. This is based on the fact that at this stage, many promotions and marketing are to be undertaken in order to create awareness of our services to the public. After recruitment, these individuals will be taken through an all-encompassing training program to improve on service delivery. The current staffs are passionate about the adventure vacations offered by this business. This is an