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