Essay:

Essay details:

  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
  • File format: Text
  • Number of pages: 2

Text preview of this essay:

This page is a preview - download the full version of this essay above.

Executive Summary

Services Management was separated into four unique characteristics that were widely acknowledged, recognised and studied amongst scholars and organisations. Nevertheless, in recent years, many began to question these universal characteristics of service as some may have not yet been theoretically tested or verified.

Moreover, there are so many examples of exclusions to these characteristics that they cannot be comprehensive or generalised to all services and situations.

The model of the four distinctive characteristics of services is starting to become even more imprecise with the transformations in the fields and the improvements and advances in technology and communications.

The main purpose if this reports is to gain a better understanding of service management, quality, its characteristic, challenges and possible solutions, and customer observations of service quality.

Context Page

Cover Page...........................................................1

Executive Summary.............................................2

Context Page........................................................3

Introduction..........................................................4

Characteristics of service management, Challenges and possible solutions.............................................................................5

Intangibility.....................................................................5-6

Solutions .............................................................6-7-8

Inseparability..................................................................8-9

Solutions ..................................................................9

Variability........................................................................10

Solutions.........................................................11-12-13

Perishability..................................................................13-14

Solutions..............................................................14-15

Conclusion.......................................................................16

References.........................................................................17

Introduction

To guarantee that business and organisations are thriving and succeeding in their field, service specialists need to comprehend and understand the characteristics of service management.

What are the ways that the qualities can affect the consumer's behaviour, how their organisation can act to reduce any risks affecting their position, change and improve customer opinions, and develop market opportunities?

Management organisations, healthcare and educational establishments, financial and insurance associations, and much more other corporate to customer actions benefit from providing and supplying public based services.

These services are activities and actions offered by the provider, they are different from the physical products, as they cannot be seen, tasted, felt, heard or smelt while being consumed. Mainly they are intangible, without characteristics that could charm and attract the customer's senses.

The assessment of services, unlike goods, are not always promising before the actual purchase and consumption. Services have distinctive and unique characteristics that are distinctive and particular from that of goods. These characteristics which are recognised as Intangibility, Inseparability, Perishability and Variability.

- Characteristics of service management, Challenges and possible solutions:

1.  Intangibility

It is mostly agreed that services are not physical or materialistic as a result they cannot be possessed. Since they cannot be seen, tasted, felt, heard or smelt, the process of assessing and evaluating their quality and value is somewhat challenging.

A services consumer cannot adequately evaluate the quality of the service, at first sight, it is only until afterwards it is received and tested. In some circumstances, it could be months or years before an initial event happens to stimulate the service, at which instance the consumer aims and hopes to experience the guaranteed service quality (e.g., an IT crisis prompts service or an accident which in results triggers an insurance claim).

The service provider has to shadow specific objectives to improve and gain the confidence of the client: it is possible for the service provided to try and increase the tangibility of services. For example, by exhibiting a digital 3D model or a clay model demonstrating to patients the expected state and result after a specific plastic surgery operation. The supplier could also highlight and pinpoint the benefits of the service rather than only describing the structures or characters.

 Not all the service product has similar in intangibility. Several services are highly intangible, whereas others are small, i.e. the goods in the service product might fluctuate from low to high. For instance: Education, Consulting, Legal assistance all are services which have virtually zero physical factors.

Whereas restaurants, fast food chains, hotels, bars and hospitals offer services in which their services are joint and merged with the product making them more tangible, for example; the food in restaurants, or the treatments and medications in hospitals. 

Nevertheless, it can be very troubling for the customer, in response, their reactions are to search for more tangible signs regarding the service procedure, process and quality before purchasing to minimise doubt and reservation.

- Solutions

Services specialists should establish how to efficiently and effectively transfer or communicate the services procedure, deliverables, and profits to shape and build customer assurance and trust.

Tangible signs which aid in revealing the best and most adequate services qualities and values originate from personal exchanges plus interactions, reliable and trustworthy references, clear communications, equipment's used or any other processes followed, evaluation, and the physical environment in which the businesses run.

Publicities or a logo symbols can offer a feel of tangibility, in addition to recommendations, testimonials and case studies can be used to construct and shape the customer's confidence and relationship. The communications material itself such as documents, design, and content can express the quality and characteristics of the service, too.

Pricing is also a great sign of quality. For example; Premium pricing frequently advocates higher quality, while prices that are low may suggest at the inexperience, incomplete or unclear procedures of the services producer.

Nonetheless, tangibility should spread beyond promotions, prices and value. Since positive personal contact and chemistry is an instrument of quality to the customer, marketing as regulations must be persuasive in the training of sales and service connections.

These individuals are the personification of marketing for the organisation. Their capability to deliver on the trademark and brand assurance could affect the organisations and businesses achievements, reputations and success.

Consequently, building customer relationships, setting proper and adequate expectations, and eventually studying to symbolise and represent the organisation in a satisfactory manner (e.g., throughout appearance, manners, and communications) this would enlarge and expand the standard knowledge and procedure of training.

 As it is critical and vital to services supplying, the accomplishment of client communications must be measured, deliberated, and enhanced with consistency.

2.  Inseparability

The process and production of services cannot be detached from its consumption. For example, the production and consumption of a medical exam are processed together, as do many consulting services as well as IT maintenance.

This hints to two significant elements. First, the customer is, essentially, within the organisation or factory, observing the manufacturer. It is very vital for a service provider or counsellor to cautiously direct the "production process" as the customer is capable of witnessing and creating conclusions and judgment based on the quality and worth.

Subsequently, the customer frequently assumes the service to be delivered and provided in a particular manner or by an individual which results in posing challenges on the allocated staff, handling the process and guaranteeing the lead individuals exhibited the suitable and required knowledge, manner, and appearance when distributing the service.

-  Solutions: 

Services marketing specialists can inspire and encourage customer involvement throughout the distribution procedure. While the customer is involved throughout consultations, scheme sessions, steady communications, analysis, with direct updates from main highlights, this results in the consumer gaining certainty, confidence and building assurance to the arrangement and relationship.

To complete supply and pricing considerations, in the face of inseparability, the marketing specialist can recognise and identify the level of personalisation which the customer demands and the business can maintain.

Such as communications that might be accomplished throughout meetings, conference calls alongside on-site visits, or conversations can be moved from high-contact to low-contact procedures (e.g., modified banking to ATM or online banking).

These alterations must be cautiously and carefully calculated to guarantee the customer approval and positive brand influence and impressions.

3.  Variability:

Occasionally named "heterogeneity," services quality and dependability tend to be the main focus to great variability as individuals distribute them, understandably it is known that the human behaviour is challenging and difficult to control.

Particular performances and qualities can differ at certain times of day, for example; individuals could become worn-out, or the depending on the period of month or year such as the tax stage, workload, familiarity, attitude, awareness, and other factors. Preserving and ensuring customers trust throughout lapses is critical and important.

Furthermore, variability is the reason to why having one individual conduct the sale and to establish the relationship uncertainly and risky, and to have another individual deliver the service.

The original contact individual is the one who can reduce the risk for the customer; while someone else delivering the service, the customer could become distressed or cautious.

-  Solutions:

Services specialist are able to overcome variability by developing particular service bundles.

For instance, the level of quality to be established can be intentionally limited and restricted. IT maintenance agreements regularly propose varied ranges of service packages (e.g., from "simple" offers with reactions and results within 4-6 hours, to "exceptional or premium" fast, on-call maintenance or support).

Regulating particular services subscriptions empowers the organisation to be extraordinarily unambiguous and specific in mentioning service and quality deliverables, consequently diminishing variability and achieving customer expectations instantaneously.

With this technique being used, variability can develop a point of diversity as it authorises flexibility and services customisation.

While promoting services, the providers and dealers can overcome customer apprehension regarding service reliability in two methods throughout team introductions and with positive recommendations.

The sales manager must indicate and make sure that only trained and qualified teams will work with the customer, and plan a face-to-face introduction and discovery meetings to persuade and ensure a safe and secure transition process.

Besides, to an affirmative and positive word-of-mouth recommendations, written statements and case studies, or suggestions can help and enable accounts and reports to be more accurate, in result it can dismiss the customer worries about variability.

Understandably, certain situations can and do go wrong; the services manufacturer must distinguish and know how to distribute and provide a professional customer answer.

The speed of the response delivered is critical and important. As it is known, the main objective is to preserve and uphold the customer trust; consequently, changing responsibility, overlooking it, or ignoring it can promote animosity and damage the relationship.

The services producer must be able to offer an appropriate apology and justification, repair the setback or situation swiftly.

Alternatively, sorting out the problem with free or discounted services or a symbol of gratitude, and establish the causes for the slipup and repair it, which means, identifying and replacing the people or processes that might have been the cause of the problems.

Finally, many studies and investigations indicate that employee gratification and satisfaction are the most significant element in delivering high-quality service.

Possible customer communication difficulties can be minimalised throughout suitable training, permitting employees to create further customer fixated judgements and decisions, eventually rewarding them for optimistic customer-oriented behaviour.

Additionally, instituting employee feedback tools, forcing and ensuring that the management can understand and take action on matters and the needs of concern that will reinforce employee views of the establishment, a rise in satisfaction, which can result in healthier, improved customer communications.

4.  Perishability:

No one can preserve services for any upcoming consumption. Once a customer neglects or misses an appointment with a solicitor, doctor or any service provider, that occasion can never be recollected. While guesthouses, hotels and resorts are unoccupied and theatre tickets are unsold, the fundamental value disappears.

Perishability correspondingly disturbs performance, since trying to harmonise supply and demand together can be challenging.

Demand could be periodic, time-sensitive, or crisis determined. When the demand changes, it results in being very challenging and difficult to maintain and upkeep high-performance levels.

For example; taxation it can cause a struggle, giving the same custom-made consideration as at other periods during the year. Or in IT services, performance might be verified and examined throughout peak times of misfortune recovery, or when managing first-hand installation developments in four situations. While product dealers handle supply/demand problems throughout manufacturing development and inventory management, services dealers do not have that benefit.

-  Solutions: 

In contrast the previous three characteristics, perishability mostly is a worry of the service producer, the customer is conscious and aware of this issue only when there is an inadequate and unsatisfactory supply forcing the customer to anticipate or wait for the service.

For the service's experts, perishability disturbs and influences pricing and distribution most definitely.

If the services are predominantly time complex and sophisticated, demand built pricing can be established, for instance, airline tickets or recurrent seasonal breaks.

 For many services, dealing and handling demand is controlled by arranging deliveries through scheduled appointments, whilst the accumulative supply is tackled through various positions, locations or other site workers.

There is an additional technique to equalise and steady supply-demand problems, and this is done with the procedure of retainer deals.

For those services that are time-consuming and long-term, maintenance, or counselling in description, this pricing and delivery technique guarantees and ensures that the customer of regular services distribution. With a more exceptional reliability in quality and tolerates the services producer to create a more anticipated and predictable cash flow and calculating developments.

Conclusion.

Delivering top services, ensuring quality, sustainability and most importantly customer satisfaction has and will always cause many issues that affect organisations that aim and want to increase and strengthen client relationships and improve their competitive spot.

It is still being deliberated and studied till this day, understanding and examining the characteristics of services can help offer a unique chance for services makers to improve business success by possible altering their pricing models and packaging selections, refining production processes and customer involvement, developing customer orientations and focus, besides construction employee bond skills.

References

1- Chapter 1 & 2: Hoffman, K.D., Bateson, J.E.G., Wood, E.H. and Kenyon, A.J. (2009) Services Marketing: concepts, Strategies and Cases, Cengage Learning: London.

2- Beatson, A., Lings, I. & Gudergan, S. (2008) “Employee behavior and relationship quality: impact on customers,” The Service Industries Journal, vol. 28(2), p. 211-223

3- Zeithaml, Valerie A. & Bitner, Mary J. (2000) Services Marketing: Integrating customer focus across the firm, 2nd ed., Irwin/ McGraw-Hill, Boston, M.A

4- Carraher, Shawn M; Carraher, Sarah C; Mintu-Wimsatt, Alma. Journal of Business Strategies; Huntsville22.1 (Spring 2005): 41-54.

5- Bowen, D. E., Chase, R. B., & Cummings, T. G. (1990). The Jossey-Bass management series. Service management effectiveness: Balancing strategy, organization and human resources, operations, and marketing. San Francisco: Jossey-Bass.

6- Gronroos, Christian. Review of Business; Jamaica9.3 (Winter 1988): 10.

7- Ronald James Ferguson, Michèle Paulin, Charles Pigeassou, Romain Gauduchon, (1999) "Assessing service management effectiveness in a health resort: implications of technical and functional quality", Managing Service Quality: An International Journal, Vol. 9 Issue: 1, pp.58-65, https://doi.org/10.1108/09604529910248821

...(download the rest of the essay above)

About this essay:

This essay was submitted to us by a student in order to help you with your studies.

If you use part of this page in your own work, you need to provide a citation, as follows:

Essay Sauce, . Available from:< https://www.essaysauce.com/essays/marketing/2017-10-18-1508286993.php > [Accessed 14.10.19].