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(2007, 2300 words)
This study reports on the air travel sector. It assesses the current marketing environment of the sector; underlines the opportunities and threats facing the sector. Through two principal European air travel service providers—British Airways and RyanAir representing the lower and higher end of the air passenger market, respectively, the report advances how airliners can simultaneously fend of the threats and exploit the opportunities. Commonalities and differences between the service marketing strategies of the two companies show how differently they respond, and are positioned to win the competition. Key strategic service marketing issues associated with British Airways and RyanAir lead to thinking the Internet is the new frontier of services marketing. The report concludes effective deployment of eCRM practices would be critical to retain and attract customers, and may have long-term benefits in reducing cost as well as improving the bottom-line.
(2006, 4500 words)
The paper examines the features of car marketing comparing it to the marketing of car services and conducting a case study of Sullivan Ford Auto World with the focus on the problems of quality and customer satisfaction. Recommendations are suggested for the company's management about the marketing of their Service department.
(2006, 3500 words)
The paper examines the importance of services marketing in contemporary hyper-competitive environment. Key elements and characteristics of services are outlined; value adder services are defined; the issues of relationship marketing, innovation, quality, consumer behaviour, etc. are addressed discussing customer expectations towards the services.
(2005, 2700 words)
The essay examines a service failure within a hospitality context. Cultural significance and language barrier appear a clear argument for the author in the aiding of recovering the service failure and losing a guest for good. It also identifies that managers of customer service orientated nature need to be aware of consumer needs every step of the process.
(2006, 3000 words)
The paper examines the difficulties of sustaining differential advantage in the service business, particularly in the UK telecommunications sector. The causes of difficulties are outlined including the intangibility of the service, few barriers to competitors’ entry, etc. Keys to success are identified; recent trends in the service sector are reviewed discussing the role of quality, reliability, empathy, responsiveness, etc. in sustaining differential advantage within the sector.
(2006, 1000 words)
The paper analyses the strategy of Anglia Water Services (AWS) towards their customers reviewing the implications of the water services market deregulation, the role of customer service in securing new funds, the changes in AWS organisational culture, etc.
(2006, 2000 words)
The paper investigates the use of information and communication technology in customer service outlining its advantages and disadvantages for both customers and employees. The examples of an advantageous use of technologically-centred service by Firstdirect, Argos and other companies are discussed.
(2006, 5500 words)
The paper examines the practices of interacting with customers in restaurant business focusing on the problems of customer satisfaction and services management. The concept of service is discussed highlighting the key aspects of restaurant experience, i.e. the first impression, human interaction, etc. Marketing mix analysis of the services industry is conducted; the methods of SERVQUAL analysis are described with respect to restaurant business research including the models of knowledge gap, quality gap, etc. Types of marketing in the service sector are outlined.
(2006, 2300 words)
This paper is the analysis of General Electric Medical Systems (GEMS) a provider of medical technology, services and productivity solutions, also representing a business segment of General Electric (GE) Conglomerate. Main focus of the report is on GEMS customer service operations. Considers growth strategy of the company, strategic focus on medical services, analyzing growth opportunities and challenges. Discusses the reasons for success of TiP TV utilizing technology program. Presents SWOT analysis of both GE company and GEMS.
(2006, 4900 words)
Firms are continually seeking ways to enhance customer value, retention and loyalty and decrease defection to other competing services in the same industry. In order to maximize profits and achieve competitive advantage, financial service firms must become more customer oriented, understand the needs of their consumers in addition to establishing long lasting relationships. The following essay analyzes how and why firms must become customer oriented in order to succeed and survive in the future. A series of theoretical applications and applied examples will be presented to further understand the psychology of the consumer. In addition, an emphasis on the relation between service and quality in marketing will be examined upon which an overall conclusion will be reached regarding the subject.
(2005, 2500 words)
The paper reports on the UK National Health Service (NHS) relating its history and analysing its marketing aspects targeting at the development of customer loyalties and satisfaction. The application of the Marketing Concept to non- profit organizations is argued; advantages and disadvantages of using marketing techniques in NHS are outlined.
(2005, 15000 words)
The present paper investigates the role service training plays in improving perceived service quality. The literature review highlights the importance of customers for service organisations, shows the link between customer satisfaction and business success of a service provider. The discussion shows that service training is the way to motivate employees to deliver high quality service, to teach them how to handle critical situations and to develop their interactive skills. The use of various industry examples the discussion shows the way hospitality industry players use training schemes to maintain service quality. The research is based on qualitative study with the use of observation, customer questionnaire and semi-structured interviews as data collection tools. The findings are analyzed with the use of descriptive statistics.
(2005, 3000 words)
The paper examines the factors behind the increasing competition in financial services related to the development of technology, globalisation, an increase in world wealth, deregulation, a growing number of financially sophisticated consumers, brand orientation, etc. The market structure of UK banking is outlined highlighting the importance of competitor analysis, the use of strategy models and market research; relationship marketing (RM) and customer relationship management (CRM).
(2005, 4000 words)
This report aims to define the importance and the concept of service quality in financial services of the selected branch of HSBC. The author also presents literature review and recommendations on the effective service provision of the branch.
(2005, 3100 words)
The present paper investigates two issues which are critical for the success of car insurance companies. These issues are consumer behaviour and customer care. Through the discussion of various views regarding consumer behaviour the paper outlines the importance of understanding customer behaviour. This type of knowledge allows companies to adjust their service concept to meet customer expectations, retain existing customers and attract new ones. The discussion of customer care issue shows that it is a must for today service providers maximise their care about customers. The paper views these issues within the frame of relationship marketing and shows the advantages which insurance companies might attain by excelling customer care approach.
(2004, 3000 words)
The paper reports on service industry focusing on the importance of customer-orientated approach in business practices. The stages of the service are outlined in the context of the interactions between the customer and the service provider. The implications of running incompetent employees are discussed. Causes for customer satisfaction are argued and illustrated with examples.
(2005, 3000 words)
The following report analyses the service concept of J Sainsbury's, providing an insight into their service delivery structure with operational competitiveness; customer satisfaction and service quality procedures; management of physical evidence and communication mix. The author also includes the analysis of PEST framework of the food retailing service sector and its impact on the performance of J Sainsbury's. Recommendations given at the end of the report highlight the possible improvements that needed for a better effectiveness of Sainsbury's strategies. A number of appendices describe; company's mission statement, methods of service delivery, additional services, view of technological advances of Sainsbury's, and various photographs of staff uniforms and stores' layouts.
(2004, 5000 words)
The paper is devoted to the philosophic, psychological and economic aspects of the notion 'quality'. It looks at the basic models explaining the criteria for quality in service, namely, the Servqual (Service Quality) model which measures expectations and perceptions, the GAP models which make it easier to see where things can and do go wrong, the Kano and the Expectations models that show the needs and influences in expectations of the customers. The paper seeks to understand the difference between customer satisfaction and quality. The paper concludes that quality is subjective while customers' needs are mostly objective. The need for market research is outlined and the significance of price for customers' satisfaction is highlighted.
(2004, 12500 words)
This dissertation measures service quality in a UK hotel. The paper starts with the presentation of objectives. The literature review outlines the importance of service quality, its link with customer satisfaction and overall business performance. Since the measurement of service quality is based on SERVQUAL model, the literature review describes its principles and limitations. The measurement of service quality is made with the involvement of middle-east customers, hence literature review outlines the specific features of middle-east culture. The methodological part justifies the use of phenomenological case study, explains the use of questionnaires as primary data collection tools. The analysis is based on the use of the factor analysis and measures the gap between expected and perceived service quality.
(2004, 2000 words)
This is a research designed to evaluate the importance of service encounter standardization for the operations of fitness club. The paper reviews the importance of service encounter standardization as the strong shaper of positive/negative attitudes of customers. It reviews the nature of service encounter interaction as the way it affect purchase decision and the importance of consistent service delivery as the basis for relationship approach. The methodological part justifies the use of observation as the qualitative data collection tool. The analysis shows the way service encounter happen in a UK fitness club and highlights the areas of concern that requires managerial attention.
(2004, 3500 words)
This essay is about service quality and customer's satisfaction during the "moment of truth". It critically appraises a service encounter really experienced. Particularly, it regards a failure service experienced in a restaurant and the subsequent service recovery strategy which has shown to be very effective. The experience is critically appraised that it means the theoretical background of service encounter theory and service recovery are deeply analysed and applied to the specific case.
(2003, 2200 words)
The aim of the following report is to design a servicescape for a projected university coffee shop using the theoretical base of services marketing as a guide line. In particular, mentioning such areas as definition of services and types of services, selection of servicescape, layout strategies, perceived quality process, tasks of operations management and good service layout. The report is further supported by vast amount of graphics as in models and frameworks, so the layouts and servicescapes.
(2004, 5000 words)
This paper reviews the unique features of new communication media and the way it have shifted the balance of bargaining power on the market of financial service products. Through the wide range of theoretical and empirical arguments the paper builds the logical bridge between the new business requirements and the importance of developing relationship marketing perspective. To support this logical chain the paper reviews the advantages of new approach for financial service providers against transaction approach. Further on, the paper discusses the way relationship marketing concept is currently applied by financial service providers, especially in the recently emerged electronic business area. The aim of this paper is to explore the critical success requirements that shall be considered when developing e-relationship marketing strategy. The aim arises from the understanding of the strategic importance of new marketing tools in contemporary marketing environment. It seeks to explore the way new media may be perceived by consumers and what efforts shall be undertaken by marketers in order to develop strengths and reduce weaknesses of new media. This aim would be fulfilled through the secondary research.
(2004, 5000 words)
The present paper explores the state of customer service in various UK shopping centres. This literature review section outline the importance of good level of customer service for contemporary shopping centres. Through the wide range of theoretical and empirical arguments the paper builds the logical bridge between the new business requirements and the importance of developing and maintaining good level of customer services. To support this logical chain the paper reviews the way customer service might affect customer perception of a particular product. Further on, the paper discusses the way this influence can be applied by shopping centers in order to affect the choice of potential consumers. The aim of this paper is to devise a blueprint for excellent customer services for UK shopping centres. The aim arises from the understanding of the strategic importance of customer services as the way to differentiate itself from competitors. This aim would be fulfilled through the primary research. The paper applies case study as its research strategy as it provides understanding of the dynamic present within particular context. The research is inductive and of exploratory nature. The analysis is based on the primary data collection.
(2004, 5000 words)
The present paper investigates the importance of service quality measurement in the context of financial service industry and what are the managerial implications. The discussion starts with the differentiation between service and goods quality and what is the place of financial service product in this continuum. On the basis of this positioning, the paper reviews different distinguishing features of service quality such as inseparability, intangibility, perishability and heterogeneity and its implications for financial service providers. The consequential section highlights the importance of service quality for financial service. The discussion is based on various arguments which support the existence of direct relationship between service quality and customer satisfaction. The line of discussion is built in such the way, to draw the consequential bridge between service quality, customer satisfaction, competitive advantage and profitability. The third section covers two aspects of consumer behaviour: purchase decision making and disconfirmation. The first part deals with analysis of the various phases of a purchase decision making and the place of service quality evaluation in the process. The second part investigates the relationship between customers' expectations and perception of service quality and the way the gap between them affect the overall satisfaction from the service encounter. The fourth section considers various research methods which might be applied by a financial service provider in order to evaluate its service quality level. Two types of measurement are identified: external and internal. The external measurement focuses on the sensing customer preferences and exploring the gap between customers' expectations and perception. The revision of various tools highlights the way financial service providers might identify various gaps in service delivery process. The last section introduces the managerial implications that arise from the incorporation of service quality research techniques in the strategic planning process.
(2003, 2000 words)
This report aims to consider the service concept on the restaurant TGI Fridays, from the customer perspective. In contemplating the service concept, the operations of the business and how they contribute to the functioning of the service concept will be taken into account.
(2004, 2000 words)
This essay is discussing the concept of intangibility and how it contributes to making marketing services different to marketing of goods. Essay is analysing the implications that intangibility has on marketing services and in particular on the driving instruction industry.
(2004, 16000 words)
The "quality" phenomenon is the source for strengthening and differentiating the offering and the organization from what is offered by the competitors. The available evidence indicates that service organizations, which adopt a strategic approach to "quality management" significantly improve their competitiveness. This study sought to explore the way managerial team of a certain UK fitness club sense their customers. The review of existing service quality literature identifies the absence of universal techniques and approaches in measuring service quality gap, particular within fitness environment. Due to the complexity of quality phenomenon and absence of empirically proven measurement tools, the phenomenological paradigm is chosen to explore the issue. The research is based on widely acknowledged gap model. The gap between consumer's expectations and management perceptions of consumer expectations is explored with the application of qualitative and quantitative techniques. The quantitative questionnaire sought to explore customer perceptions of current delivery of service and priority of various service quality categories. The qualitative element is applied in terms of triangulation of quantitative data. Besides, it provides deeper understanding of the process of customer's perceptions shaping. The results are compared and fed into performance-related matrix, which is widely used in Total Quality Management. Limitations to the study are discussed along with recommendations for future research and managerial implications.
(2003, 7500 words)
This paper, presented in the form of literature review, aims to compare and contrast service marketing theory and practice. This paper firstly introduces the concept of services and analyses the nature of services (intangibility, inseparability, variability and perishability). It secondly develops extended marketing mix for services highlighting the importance of people, physical cues, and processes in service management. Three types of marketing used in service industries are being introduced: Internal Marketing, Interactive Marketing and Evaluation Processes. Apart from that tasks that service forms face are being discussed: Managing Differentiation, Managing Service Quality and Managing Productivity. The paper is illustrated with several examples from the companies operating in service industries.
(2004, 2500 words)
The following report begins with analyses upon the history of emergence of the marketing mix concept. Moreover, it is gradually goes thought the concepts of Burden (1968), McCarthy (1978) and Booms and Bitner (1981) models, whereas the last one was adapted for services organisation. The report includes the detailed analyses of the latter model as well as comparison model of all three frameworks developed by Mohammed Rafiq and Pervaiz K. Ahmed (1995), which is followed by the work of David Gilbert (2003) and his Generic Marketing Mix model applicable for both service and product organisations. The report is completed by the discussion upon the practical use of the listed models for the contemporary service sector marketer, conclusions and recommendations.
(2003, 1300 words)
Conclusion:
To summarise this report it should be said, that marketing is vital for the financial services because via the marketing activities companies are managing to compete effectively, increase sales and market share. Key issues of marketing financial services are:
Differentiation
Ability to educate and teach consumers
Re-brand the services
Segment, target and position services effectively
Use loyalty schemes
Use internet
Benefit from marketing communications activities
These elements enable financial service companies to promote and grow in this highly competitive market.
(2003, 2000 words)
Conclusion:
The aim of this report was to prepare recommendations for HSBC in their customer retention strategies. Several advices were drawn, application of which will enable HSBC bank to formulate successful strategies and perform effectively.
However in order to formulate correct customer retention strategies marketers of the bank will need to analyse their current strategies and prepare new ones on the basis of success or failure of the old strategy.
(2003, 2000 words)
(2003, 3600 words)
Present paper reviews the service marketing environment of the leading global e-tourism player Expedia. The distinguishing features of service business environment are identified with particular focus on service concepts, service delivery and consumption process, demand and capacity management, servicescape and relationship building activities. The paper provided analysis within present service marketing theoretical framework with identification and discussion of relevant service marketing improvement activities.
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