Services Marketing-A Blueprint For Success
Services Marketing-A Blueprint For Success
South University Online
MBA 6001
Services Marketing-A Blueprint for Success
The needs and economics of commercial airlines have empowered the evolutionary process of technology based services, which assist in providing better, faster and efficient service at reduced cost(Boshoff,1997). Therefore, a dilemma may be presented which maximizes the interactions with customers, while concurrently providing services that promote and provide fiscal stability. The services industry can outrival competition only when tools are provided that engender it for continued professional excellence (Service Innovation, 2009).
Does the Consumer have Buying Power? In a study acknowledged by Boshoff (1997), more than 70% of consumers who complained or expressed dissatisfaction with service, were persuaded to remain as customers when the effort was made to compensate for what was perceived as a loss. Little, however, is known about what strategies to employ, or how these interact to influence customer perceptions and attitudes; especially in a services marketing environment, more specifically airlines (Boshoff, 1997). A loss or gain of 70% is significant.
A Blueprint for Success
A key component of efficient processing is electronic procurement technology, which promotes resourceful utilization of services (Boshoff, 1997). Furthermore, technology has proven to create more value for the customer by being more accessible, efficient, faster and affordable. How? Service design has been enhanced by software, which is utilized by home and office computers, potentially serving as a reasonable or good substitute for personal service (Boshoff, 1997). This begins as a thread in the planning process and continues to be woven until the final destination. However, any system can be plagued with inadequacies, discrepancies, and operational inefficiencies. Still, one must remember not everyone is programed for the electronic
South University Online
MBA 6001
Services Marketing-A Blueprint for Success
The needs and economics of commercial airlines have empowered the evolutionary process of technology based services, which assist in providing better, faster and efficient service at reduced cost(Boshoff,1997). Therefore, a dilemma may be presented which maximizes the interactions with customers, while concurrently providing services that promote and provide fiscal stability. The services industry can outrival competition only when tools are provided that engender it for continued professional excellence (Service Innovation, 2009).
Does the Consumer have Buying Power? In a study acknowledged by Boshoff (1997), more than 70% of consumers who complained or expressed dissatisfaction with service, were persuaded to remain as customers when the effort was made to compensate for what was perceived as a loss. Little, however, is known about what strategies to employ, or how these interact to influence customer perceptions and attitudes; especially in a services marketing environment, more specifically airlines (Boshoff, 1997). A loss or gain of 70% is significant.
A Blueprint for Success
A key component of efficient processing is electronic procurement technology, which promotes resourceful utilization of services (Boshoff, 1997). Furthermore, technology has proven to create more value for the customer by being more accessible, efficient, faster and affordable. How? Service design has been enhanced by software, which is utilized by home and office computers, potentially serving as a reasonable or good substitute for personal service (Boshoff, 1997). This begins as a thread in the planning process and continues to be woven until the final destination. However, any system can be plagued with inadequacies, discrepancies, and operational inefficiencies. Still, one must remember not everyone is programed for the electronic
References: Boshoff, C. (1997). An experimental study of service recovery options. International Journal of Service Industry Management, 8 (2), 110–130. Retrieved September 12, 2012, from http://www.emeraldinsight.com/journals.htm?articleid=851614 Gittell, J. (2003). The Southwest Airlines way. Using the power of relationships to achieve high performance. Retrieved September 12, 2012, from http://www.theclci.com/resources/TheSouthwestAirlinesWay.PDF Service Innovation. (2009). Service Innovation II: Designing the service delivery process. Retrieved September 12, 2012, from http://www.summersoc.eu/summersoc2011/wp-content/uploads/2011/01/Service-Innovation-II-Designing-Service-Processes-september-27-2009.pdf Southwest Airlines. (2006). The Freedom to buy and supply: Procurement at Southwest Airlines Co. Retrieved September 12, 2012, from http://www.southwest.com/assets/pdfs/corporate-commitments/supplier-commitment.pdf