Services Marketing

Understanding the nature of international services first Services now account for approximately 30% of total trade world-wide. There are a...

Emotional Labor Emotional labor concerns the management of emotions by service personnel so that customers will only see desirable expressions. ...

Defining Services Management Trinity Whilst the power of conceptualizing the management functions as a Service Management Trinity should be evident,...

Use of three dimensions of Tierney Model The Price, Arnould and Tierney model for classifying and managing service encounters is...

Case Synopsis This case (Medium is the message) illustrates the face-to-face nature of services along with its managerial implications.  Fly...

Defining Customer Service Customer service is now a function that is built into the very fabric of the total service...

What might have been some of the implications for Scuba Jamboree of the fact that 70% of the local diving...

Distinguish between the internal and external role of public relations in promoting services. The internal or personnel-focused role of public...

Role of Marketing Communication Mix in Promoting Services Service marketers usually have access to numerous forms of marketing communication. The...

5 Factors which differentiate Goods from Services Most of the factors which differentiate goods from services create distinctive marketing implications...

Marketing Case 1: City Sightseeing Tours – A Communication Challenge Researchers are expected to discern that there is indeed a...

Definitions of managing capacity and managing demand Managing capacity refers to the way capacity is used and tailored to match...

Q:  In what ways can pricing capture and communicate value in services? A:  Developing Pricing can capture and communicate value...

Asset Revenue Generating Efficiency (ARGE) is an index or measure of the extent to which an organizations asset are achieving...

Monetary versus Non-monetary Pricing Objectives It is important that researchers understand the role that pricing objectives play in serving the...

In addition to the costs incurred by a service organization, customers may also incur up to five types of costs...

What marketing and management challenges are raised using intermediaries in a service setting and delivery? Challenges arise from multi-site service...

Above mentioned figure summarizes key decisions faced by management in planning and configuring the service delivery process.  Essentially these may...

Service Delivery Place, Servicescape & Physical Evidence - Examples A service organization’s place of service delivery and the physical evidence...

IT (Information Technology) is increasingly being used to facilitate service provision and in so doing to eliminate or diminish the...

Q: Explain the role and purposes of a business analysis in the process of new service product development. A: The...

A service is essentially the act of providing for a customer some function or task that they either can’t or...

By drawing upon work by Levitt, Shostack, and Gronroos its identified that a service product strategy is constituted of core...

How does Kiwi Experience attract these customers and what else could it do to increase sales? Attracting customers is so...

Q: How can the decision about whom to target provide a service organization with a competitive advantage? A: Competitive advantage...

What is Positioning Positioning is the process of establishing and maintaining a distinctive place in a market for an organization...

Target Market Target market is defined and profiled with reference to a mix of demographic, geographic, socio-economic, psychographic, and behavioral...

Q: Explain why it is more profitable to retain existing customer relationships than to continually try to attract new ones....

Fueling the Customer Relationship Discuss the grounds for, and appropriateness of, a customer relationship marketing and management strategy in the...

Recent research found in a study of hairdressers that customer loyalty was predominantly to the individual hairdresser rather than the...

The second strategy used for customer retention is to build switching barriers (or costs) into the service product. There are...

Relationship marketing refers to using marketing tools to attract potential customers, establish communication, and create and develop relationships.  Relationship management...

Q1: What factors contributed to Maree’s sense of annoyance and frustration in ‘The customer’s right’ case study? It should be...

From a procedural perspective we offer ten guidelines for effective complaint resolution: Act fast to rectify the problem and restore...

Major courses of action open to an unsatisfied customer The options for an unsatisfied customer are: seek redress directly from...

Article Overview In this article we focus on the issue of how to deal with customer complaints effectively and productively,...

Subliminal advertising is also called as subliminal priming. It’s a short and quick message is sent to people in form...

What is Satisfaction “Satisfaction is an affective or emotional state following an evaluation of the consumption experience”. Dictionary definitions describe...

How would you characterize customer (Lee’s) expectations and perceptions, and what factors have contributed to the formation of these? Lee...

‘Service quality’ means different things to different people. Parasuraman et al define it as:  “… consumers’ judgement (across multiple service...

Researchers have found there is a relationship between the degree of satisfaction achieved, and the level of customer retention or...

A model of the consumer decision making process for services as opposed to goods is provided (Fig. 3) and discussed...

Role and Script Theories serve to inform and guide behavior in service contexts.  Role Theory It provides a framework for...

This mini case focuses on the cultural differences in decision making in a service setting. What might be important cultural...

Control Theory Because of the sense of apprehension or risk that many service customers feel, it is important that they...

Distinguish between back-stage and front-stage service operations Types of Service operations The distinction between frontstage and back-stage service operations in...

Q: What are the implications of having a customer involved in the service process and ‘factory’? A: Having a customer...

Mini case solution: The Antiquarian Bookshop This mini case (antiquarian bookshop) is intended to provide a means of exploring in...

Define Service as A System with relevant examples Any service business can be thought of as a system comprising service...

Service encounter Managing the service encounter has implications for the place of service provision – i.e. where the encounter will...

Service provision is effectively a process by which a service is made available to someone or something, most commonly in...

Following points that can be made for services economy growth include: Increased leisure time and affluence serve to create increased...

Q: Are the concepts in Chapter 1 relevant to the marketing of a church, religious institution or non-profit organization such...

Broadly speaking, four generic differences distinguish services from goods.  These are Intangibility, Inseparability (simultaneity of production and consumption), Heterogeneity (Variability),...

This mini case is included to help students explore the key concepts from services marketing. What distinctive aspects of services,...

Numerous service opportunities have been presented because of these changes in government regulations, technology, franchising, and in international markets.  They...

What are services? A service is an intangible offer that one party makes to another in exchange for money or...

Service managers must also understand that their consumer behavior also is likely to be influenced by the degree of responsibility...

Synopsis of Austrade Case Study This case traces the events of Australia’s Trade Commission post (Austrade) in Bangkok, Thailand from...

Synopsis of Qantas Case This Qantas case reports a series of dissatisfactory service encounters for a business passenger returning on...

Synopsis of Perth Zoo Case Study This case is a good example of a not-for-profit service organisation, and the opportunities...

Mention Bank Asia Case Study Solution Steps Mention Bank Asia has Taken to Develop a Customer OrientationRemodeling and renovation of...

This case ‘an incident in the babies’ room’ covers many of the topics in Services Marketing.  Twinkle Toes is a...

Online stockbroking is a commonly used phenomenon in today’s era. In a technology market such as this, marketers should be...

Q1. How should TLM position itself? TLM’s core product is hospitality but the international marketing of Thailand as a long...

Distinguish between the core, supplementary and facilitating services provided by FedEx. FedEx Core Services Air & Road Freight: - International...

The Melbourne Cup is Australia's premier horse race of the nation (handicap over 3200 meters with over AUD$2 million prize...

Answers to the Case Questions What features do you think are important for BDW’s Web site? Blake Dawson Waldron deals...

Questions for Discussion What does the experience described in this case suggest about the concept of value and how this...

In this article we will see the comparison between quality of services provided by regular cheap salon and high-end expensive...

Emirates is an airline based in Dubai, UAE. The airline is a subsidiary of the Emirates group, which is wholly...

Ritz-Carlton hotel Services comparison This hotel offers better services in comparison to its competitors to obtain the right people to...

KOOVS.COM SWOT Analysis; Claimed to be the largest online wholesale subsidiary store in India and Pakistan. It was established in...