Introduction - Sample Assignment



IntroductionA service industry is different from a product and the marketing managers which promote the services are often required to create images and ideas in order to persuade the customers to use the service. The few important characteristics of the service are that the same is intangible, inseparable, heterogeneous, perishable and variable in their very nature.This report highlights the important points of service industry and the important considerations which the management of the service organization needs to be fully aware of to accomplish success in the service marketing industry. This report makes use of the six service experience encounters (refer to Appendix A) and the careful analysis of those experiences is presented. The report has found amongst other important things, leadership and management qualities, perception and objective of the consumer, emotional labour, importance of service recovery if a failure occurs, the role of technology in the services industry and the objectives of the management of the service provider as the key factors for attaining competitive advantage in the service industry. The last part of the report also contains a brief conclusion stating the important points of this report which ties the content of the overall report together (Cronin, 1992).Important consideration s from Service Encounter DiaryLeadership Qualities One thing common between all the service experiences was the impact of the managers or the leaders that were controlling the operations to offer a rich experience to the external customers. In the restaurant, there was only one senior personnel who was taking the orders, guiding the wait staff and the kitchen members as well. One could easily assume that he must have handled all these positions and his rich experience was certainly paying off well as he was able to guide the team members to ensure prompt delivery to the customers (which included both the dining members and the take away customers). In contemporary times, the managers responsible for the smooth functioning of the service organisations are often required to think like actual customers to pin point the exact modifications that might be required at the service space of the service organization or any other changes that would result in adding value to the service organization. Many organizations are thus seen hiring customer service personnel positions whose primary objective and key responsibility areas is to ensure that there is no difficulty faced by the external customers and the consumers who visit the service organization to avail the offered service. This highlights the importance of keeping smart and vibrant managers at the top of the service organization who are actively engaged in the process of communicating with the customers shaping the moments of truth adequately for the benefit of the organization (Heskett, 1997).Perception of the consumer attaining the serviceAs understood in this unit, a service is different in its nature from a product where the customer would judge the organization by the physical product which the customer has bought. In the services industry, the overall perception of the customer varies significantly from one customer to another. While attending the Snooker club, I realized that while there were customers who wanted to play indoor games and enjoy themselves, there were other customers at the same time who had just came there to spend good time with their friends and were relatively less interested in attaining the core service that was being offered in that place. Yet, the management is required to consider those attendees as well as their respective customers and deal with them in the same way as they do with the other customers (Payne, 1995).Significance of Emotional LabourEmotional labour can be defined as a regulation of emotions which the workers are expected and required to display to the external customer as a part of their responsibility in order to leave a good impression on the customer and also promote the service organization to improve its image and perception amongst the external customers.This is yet another factor which plays very important role in the services industry. By default, wherever I took any kind of service, the staff greeted me very politely and amicably. During my visit to the hair salon, the service staff and I had a healthy discussion about the university life and this happened simultaneously as I was getting the service of haircut done, which made me experience a friendly level with the service personnel which can be a very good reason for me considering to use the service of this salon once again and also recommend the same to others using the positive word of mouth.The service organisations thus believe in providing comprehensive training and developmental programs focusing on soft skills to the internal customers (employees) to ensure that they are able to impress the visiting customer with their friendly etiquettes which serves as a positive culture of the organization and ultimately leaves a good impression on the customers (Cronin, 1992).Service Failure and RecoveryUnlike a product, services are generally provided by humans themselves and thus there is a great scope of the same failing or not being able to meet the expectations of the customer. It can be Use of Technology in providing the serviceThe use of services is highly influenced by the technology now days. For example- the use of trip advisor for seeking a hotel accommodation and going for a tour is highly popular amongst the To get the full project, please buy the Assignment by using this Link - ?9. ................
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