Write an essay on Service Marketing?
The main characteristics of services that are provided by the different organisations are that they are intangible and are perishable. Services are thus those that cannot be touched only the benefits are felt and sensed. There are various ways by which the services can be provided to the people (Baron, 2010). The services are measured by the extended Ps of marketing. They are physical evidence, people, and process.
These three are the main pillars on which the services are based. The physical evidence is the area or the atmosphere where the service is provided by the employees of the company or the organisation to the people. The people are the employees who provide the services to the customers and the processes are the way the services are provided to the people (Ruskin-Brown, 2005).
It needs to be seen that the services are encountered by the people and the people develops an image about the quality of the services that they receive. The services are perishable which indicates that the services that are offered to the people should be availed immediately in order to derive the benefit out of it. It cannot be stored in the shelf like a product. Moreover it is seen that the service cannot be separated from the service provider (Ng & Forbes, 2009).
The same level of service cannot be provided by same service provider to the same customer all the time. More over it is seen that the service differs from one service providers to another, and one customer cannot expect the same level of satisfaction each time he or she avails the service (Longâ€ÂTolbert & Gammoh, 2012).
The services are different from the product in all the aspect, but both needs extensive promotion in order to make them sell in the market. There are different sectors where the services are provided. They range from the hotel, restaurants, hospitals, airlines to schools and colleges. Each of these sectors have different means by which they provide services to the people. Often it is seen that the product offers after sale services, warranties to the people, which are a form of service that they provide in order to make the product more competitive in the market (Kwortnik & Thompson, 2008).
The level of hard work and the performance of the service provider, the innovative ways of delivering the services, the atmosphere, ambience of the building adds to the quality of the service that are provided and make them worst as well as the best services encountered.
There are various situations where I have taken the service from in different forms and I have gained some experience from the service encounters that I had. It can be said that all the services that I have encountered were not good, but there were others that were exceptionally good (Sergius Koku, 2009). These experiences made me analyse those so that I can implement them in the near future while I avail the services which are similar to the ones that I have received. The worst services provided by an organisation as well as the organisation that are doing a good job are analysed based on my personal experience.
Hotel Pennsylvania – New York
Date of encounter- 11.4.15
The industry is hotel industry
The hotel is situated in New York and is known as one of the renowned hotel in the area. The hotel has 1705 guest rooms and 2 restrooms where the breakfast is available. WiFi is available in the lobby and is located at a prime location, form where the Empire State Building, Times Square, and the Madison Square Garden are close. There are superior double bedroom, triple room, as well as suite in the hotel from which the people can choose any type of rooms according to their need.
I was at the hotel with my family to for a purpose to spend two days at the hotel, as we were spending the time for a holiday at New York. At the time of the stay at the hotel we were not satisfied to the extent that we should have been during our stay at the hotel, though the servicescape was good (Pauwels & Ruyter, 2005).
On the first day of our stay, we did not face any problem, though the service was not good. The receptionist was not welcoming to the extent they should have been and it was like that they are doing just a formality in welcoming us. We had taken our pet dog along with us, though they allow pets in the rooms but they were nit approving of the idea of keeping the dog in the room. More over the room service was not on time and they did not maintain the time that we were told.
When we went to the lobby in the hotel with our pet dog we were told that the dog was not allowed in the lobby.
With this type of behaviour we were not very satisfied since we did not receive this kind of behaviour in the past in any place (Sharma, 2008). We were very hurt due to the fact that the hotel authority was not very appreciative of our stay at the hotel, from the first day.
The hotel authority would have made us feel comfortable from the first day of the stay. They could have allowed the pet to roam about with us at all the places that we went in the hotel. More over the hotel could have made an apology statement to us for telling us harshly in front of the others in the area. At the time of leaving they did not show the courtesy to tell us to visit the hotel again and thanked us for the stay (Svari, Slåtten, Svensson & Edvardsson, 2011).
After this service encounter, we have decided that we will not go and take the services from them in the future. The management authority should always look for the happiness of the people who stays in the hotel, and should make the utmost try to make them feel at home.
Massachusetts General Hospital in Boston
The hospital was very useful to me and provided me with the greatest services that seemed to be like a flawless visit, from the beginning to the end. There take a genuine care of all the patients in the hospital. I was in the radiology department and the instrument were very modern.
The doctors and the nurse practitioners were very caring as well as thorough and they communicate with each other and consult with others so that they can take the best care of the patient. The patients are asked to complete a thorough questionnaire about the condition in which the patient is. The questionnaire leaves no areas untouched, so the patient feels satisfied that all the aspects are looked after (Dalakas, 2006).
I was very satisfied with the surgery and after that I was inspected at the hospital at regular interval until I was fully recovered (Harris, Baron & Parker, 2000). The doctors and the nurses were friendly to make the patient feel at ease and they took utmost care so that the patient can overcome the fear of the treatment.
There are other services that they offer. My parents were informed about the success of the operation over the telephone so that they could wait outside to see me after I am taken out of the operation theatre (Woratschek & Horbel, 2006).
The services that they provide are excellent right from the reception at the time of entering to the time of leaving the hospital. The family of the patient are relieved to leave the patient in the hospital as they know that they will be looked after very well in here. I as well as my family come here all the time and make recommendations to others as well for the treatment.
From this experiences that I had in the two services industry I have generated two different set of perspectives based on my perception level. The services are based on the credibility of the service provider in providing the services. The Flower of Service states that there are two types of supplementary services like the facilitating services and the enhancing services.
The facilitating services are the information gathering, order taking, billing and the payment. The enhancing services are the consultation with the people, the hospitality that is given, safekeeping of the things in the office, and the exceptions or the extra services that are provided to the people.
Thus it is seen in the cases of the two examples that I have given it is seen that I have fulfilled all the facilitating services, but the enhancing services are what that make the difference to the level of perception that the people have (Warnaby, 2009). The hospitality that the people get along with the extra services that they get and expect to get, are different for the different people. Thus in my case the same happened, in the hotel I did not perceive the level of satisfaction that I was expecting and that I got. In case of the hospital the level of service that I got was more than my expectations thus I was overwhelmed.
References
Baron, S. (2010). Service marketing. London: SAGE.
Dalakas, V. (2006). The Importance of a Good Ending in a Service Encounter. Services Marketing Quarterly, 28(1), 35-53. doi:10.1300/j396v28n01_03
Harris, K., Baron, S., & Parker, C. (2000). Understanding the Consumer Experience: It’s ‘Good To Talk’. Journal Of Marketing Management, 16(1-3), 111-127. doi:10.1362/026725700785100505
Kwortnik, R., & Thompson, G. (2008). Unifying Service Marketing and Operations With Service Experience Management. Journal Of Service Research, 11(4), 389-406. doi:10.1177/1094670509333595
Kwortnik, R., & Thompson, G. (2008). Unifying Service Marketing and Operations With Service Experience Management. Journal Of Service Research, 11(4), 389-406. doi:10.1177/1094670509333595
Longâ€ÂTolbert, S., & Gammoh, B. (2012). In good and bad times: the interpersonal nature of brand love in service relationships. Journal Of Services Marketing, 26(6), 391-402. doi:10.1108/08876041211257882
Ng, I., & Forbes, J. (2009). Education as Service: The Understanding of University Experience Through the Service Logic. Journal Of Marketing For Higher Education, 19(1), 38-64. doi:10.1080/08841240902904703
Pauwels, P., & Ruyter, K. (2005). Research on international service marketing. Amsterdam: Elsevier JAI.
Ruskin-Brown, I. (2005). Marketing your service business. London: Thorogood.
Sergius Koku, P. (2009). Serviceâ€Âtoâ€Âservice marketing: relationships between law firms and hospitals.Journal Of Services Marketing, 23(3), 165-174. doi:10.1108/08876040910955170
Sharma, S. (2008). Service marketing. Jaipur: Paradise Publishers.
Svari, S., Slåtten, T., Svensson, G., & Edvardsson, B. (2011). A SOS construct of negative emotions in customers’ service experience (CSE) and service recovery by firms (SRF). Journal Of Services Marketing, 25(5), 323-335. doi:10.1108/08876041111149685
Warnaby, G. (2009). Towards a service-dominant place marketing logic. Marketing Theory, 9(4), 403-423. doi:10.1177/1470593109346898
Woratschek, H., & Horbel, C. (2006). Are Variety-Seekers Bad Customers?. Journal Of Relationship Marketing, 4(3-4), 43-57. doi:10.1300/j366v04n03_04
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