The purpose of the essay is to report an in-depth exploration of service concept, profiling of the service concept and the SERVQUAL, which will not only evaluate and analyze the purpose and application of the above conceptions, but present potential limitations and how they could facilitate business development.
Service Concept
Service concept - A key role in service design and development (Goldstein, Johnston, Duffy and Rao, 2002). It is rightly stated by Lynn Shostack, that examples of good service are so few and far between that they seem to be the product of genius - a brilliant flash that can never be duplicated (Harvard Business Review, 2013).
Seizing from the soul of the above extract, service concept is a shared and articulated understanding of the nature of the service provided and received, which should capture information about the organizing idea, the service provided and the service received –the experience and outcomes (Johnston, Clark and Shulver, 2012). So, it not only identifies the how and what of service design, but also ensures assimilation between the how and the what (Goldstein et al., 2002).
In addition, an example of Alton Towers (UK), is a theme park that offers a comprehensive package of over 100 rides and fascinations suitable for all ages and savors with fast food, fantasy, momentous heritage and glorious gardens (Johnston, et al., 2012). Accordingly, the main four components provide adequate details (as mentioned in the above example) in order to comprehend what a particular organization sells/ offers and what the customer buys/ receives (Johnston, et al., 2012).
Service Operation i.e. the means by which the service is delivered ( eg: Huge car parks, apparent site- maps and fine indications to the p...
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Service is when someone uses their skill and effort to enrich the wellbeing of others. It is an inherited trait of every individual to look after himself or herself. Service is a benevolent or an altruistic effort in which the benefits typically used for oneself are offered to another. Temple hospital offers community health workers to patients who are in need.
When it comes to service, facilities need to go above and beyond the ordinary to add value. For example, the facility needs to provide meals. Having various options and settings adds value.
The characteristics of a service are intangible, inseparable, perishable, heterogeneous and lack ownership. The marketing mix of a service is not perceptible and as the features of a service is distinctive to the features of a product, it has additional elements which are process, people and physical evidence.
Miller, B. W. ( 1992). It’s a kind of magic. Managing Service Quality, 2(4) 191-193
Beresford, P and Harding, T. (1993). A Challenge to Change: Practical Experiences of Building User-led Services.
Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31. Retrieved April 1, 2011, from ABI/INFORM Global. (Document ID: 9401886).
Process of the service providing through the
Parasuranman, A. Z. and Berry, L.L. 1991. 'Refinement and reassessment of the SERVQUAL scale'. Journal of Retailing.67 (4), 420-450.
4. Service users being co-designers and co-producers of a service, and not just consumers: they actively participate in its design and provision. Public service professionals would help build up the capacity and knowledge of the service users in creating their own
A service is something that cannot be touched. This means that it is harder to market, than a physical Product. Its quality cannot be perceived before it is used. This can complicate convincing a potential tourist to acquire the service and to choose one service offering over any other.
The Service Management Excellence is not a short term phenomenon. It provides principles and techniques that will endure in the long run. Excellent service is not a yoke; it is imbedded in the way exceptional organizations ...
Chase, R. and Apte, U. (2007). A history of research in service operations: What's the big idea?.Journal of Operations Management, 25(2), pp.375--386.
...stomer service is essential in any organization. Its importance has positive implications on the business. Having an excellent customer service will motivate the organization’s employees. This will result in a win-win situation because a happy employee is a productive employee. When a motivated employee helps customers he/she will ensure that the customers are satisfied in a way that exceeds their expectations. These customers will then go out in to the public and share their experience with friends who will eventually patronize the business. In the long run the business gains more customers and increases its profits. Therefore, every organization should attempt to implement and preserve an excellent customer service strategy. This will give the organization a competitive edge above other organizations and establish a reputable image every business entity long for.
A service encounter is defined as a moment when a customer interacts with a service or product for the first time. It is the customer’s actual interaction with a service company. It is identified as a key component of the current agenda for service marketers. More than half of the world’s multinational corporations employ in providing services, thus the scrutiny of service encounters is becoming increasingly significant. Research evidence indicates that customers generally compare their expectations with the performance of service industries and they are influenced by the quality of service they receive. The scope of this essay is to discuss about the view that customers don’t buy products they focus on solutions and also about the consumer’s behaviour pattern regarding services provided. Further, it will be noted how businesses are trying to improve the service quality to attract customers leading to an increase in the economic competitiveness.
According to (Lennan, 2008) service delivery is the provision of public goods or social , economic or infrastructural services to those who need them .The Education and Training Unit (2009 internet source) defines this as the supply or ability to provide basic services to the public and these have a “direct and immediate” consequence and impact on the...