Discuss about the Relationship Marketing for Customer Satisfaction.
Service organisations focus on providing services to the community members and other individuals living in the society. Service industry included the function of different companies that that provide tangible services and goods to the clients. The service organisations endeavour to address the needs of service users to provide better service to them. Customer satisfaction plays a vital role in improving the business operation. The customers tend to avail more service from the organisation. Satisfied shareholders increase the growth and popularity of the business firm.
The present report deals with the blueprint of Amnesty International, the leading non-government service provider in Australia. The backstage and front stage function of the company has also been analysed that improves the business operation. The present study has also focused on including different theories that help the company to analyse the gap prevent in their service delivery system. It is observed that a service-recovery strategy plan has also been mentioned that will help to improve the business function of Amnesty International, Australia. It helps to understand the strategies that might help in improving the business function of the company. The strategy assists the firm to improve their present performance to provide better service to clients.
The blueprint of Amnesty International defines the organisational culture, values and performance of the company. In case of the present service organisation, it is noticed that the company has worked on introducing individual leaders and workers that assist the company to extend their range of service provided to the service users. The relation with employees helps the company to address their needs and to provide professional benefits to customers (Bejou and Palmer 2013). This act of company aids to retain the trust and loyalty of staffs. Amnesty International tries to coherent the work of workers that helps the firm to improve their delivery system provided to the clients. Bitner and Wang (2014) have mentioned that constructive conflict helps the company to address the loopholes and to take necessary steps to improve the present condition. Therefore, Amnesty International endeavours to derive the opinion of managers and staffs to gather information from the regarding the performance of the organisation. It creates positive conflict within the organisation that helps to improve their service system. Amnesty International has worked on improving efficient and hard-working employees that assist the company to enhance their service delivery system. Bon and Mustafa (2013) have opined that healthy working ambiance helps the firm to draw the attention of employees to attain the desired objectives. Therefore, Amnesty International has worked on improving work culture in the company. It is observed that introduction of proper work culture assists the company to improve their business operation.
In opinion of Chen et al. (2014), organisational development helps the company to enhance their productivity and service delivery system that affects their business operation. It is noticed that Amnesty International focuses on introducing different developing the company function that aids to reduce the cost of productivity that increase the profit margin. The company keeps flexibility in their rules and regulations that assist the company to improve their business operation. Christopher et al. (2013) has opined that innovation plays a significant part in improving the quality of service offered by the firm. Therefore, Amnesty International has worked on adding innovative ideas to improve their service system in the present market. It aids to meet the changing corporation to reduce the cost of their service system and needs of service users that affect the business operation. Organisational culture of Amnesty focuses on balancing the professional and personal life of employees that affects their business operation.
In opinion of Gummesson (2014), front stage and back stage function helps to address the external and internal affairs in the service organisation. Front stage services of the company helps to improve the service provided to clients. In case of Amnesty International, it is noticed that front stage functions assist the firm to increase their usability that affects the service delivery process of the service-providing corporation. The front stage functions of the service agency helps to improve the communication between clients and managers that affects the sales margin. Hilton (2016) has opined that flexibility is another factor of front stage design that helps to strengthen the relation between clients and managers. Flexibility in the service providing process helps the company to build firm relation with service users. String connection with customers assist the company to attain the issues faced by them. It helps the company to develop their service providing strategy that affects their business operation. Jones et al. (2015) have stated that unique service system assists the firm to enhance the relation with clients and it aids to improve their personal and professional relationship. Unique service providing system assists the corporation to address the of service users in both regional and international market. Therefore, Amnesty International has worked on incorporating the unique service providing strategy to enhance their service facilities and to provide them to wide range of service users.
According to Koga (2013), transparent front stage activities assist the company to retain the reputation in the market. Amnesty International, one the leading service-providing organisation in Australia has endeavoured to incorporate rules and regulation to follow the ethical issues in the company environment. It is observed that the company considers the acceptable behaviour to improve their business operation. Lovelock and Patterson (2015) have stated that the transparency in the organisational function assists the company to attain the trust of their service users.
Back stage activities in the company assists to increase the productivity in the company. For instance, HR of the office performs certain activities that aid the firm to increase the availability of service among service users. Efficiency of employees assists the company to improve their service that arrests the attention of clients. Amnesty International has also worked on improving the back stage function that assists the firm to increase their business performance.
In opinion of Milton and Johnson (2012), moments of truth defines the real interaction between clients and workers of organisation that assists to improve the organisational performance. In case of Amnesty International, it is followed that the firm has considered the interaction service users that assists the company to enhance the company function. The company has worked on capturing the opinion of the clients that aids to develop the relation with clients. The strategy focuses on expanding the relation with clients that helps to improve the business profit. O’Cass et al. (2013) have stated that the company works on considering the moments of truth that helps to analyse the strategies followed by the organisation to provide proper service to the end-users. Therefore, Amnesty International has worked on deriving the feedback of service users regarding the service provided to them. The opinion of clients helps the company to identify their present issues that affect company service. Involvement of the customers also assists the company to address their changing demands that helps to improve their service system. Strong emotional connection between clients and service provider helps the firm to attain appropriate way to improve their business operation. Peck et al. (2013) has stated that company should made the agendas in order to meet the emotional needs of the clients. It is noticed that the company endeavours to spend large amount of money in loyalty programs.
Amnesty International helps in considering the technology that assists to improve the relation between clients and service users. It is observed that the company has worked on improving the organisational behaviour that aids the firm to improve their business function. It is observed that the company has worked on improving the business performance. It is observed that the company has worked on enhancing internal affairs that assists to improve the company function. Improvement in the internal function assists the company to improve their business performance. It is observed that the company has worked on changing their ways to responds to the clients. It is observed that the company has worked on introducing different policies that assists to control the internal behaviour of the firm. It is noticed that the company endeavours to introduce occasional events, cultural programmes that help the firm to improve connection with the end-users.
The present report has helped to understand the determinants used for addressing the satisfaction and dissatisfaction of the faced by service organisations. Perret and Holmlund (2013) have mentioned that the service providing companies work without any difficulties faced by the inventory. It helps the company to convince their service users regarding company’s capabilities to provide better service to them. Amnesty International has focused on convincing their clients to improve their business condition. Perrott (2014) has mentioned that service organisations have worked on enhancing the service quality to attain the wide range of service users all around the world. Here, it is noticed that skills of employees help the company to improve their business operation. The managers possess extreme power of taking decision for improving the quality of service provided to the clients. On other hand, service organisation faces various challenges in the market. It is observed that it is very hard to evaluate their business operation. The company faces difficulties in addressing the growth and development of the company. Therefore, company follows certain strategies that aid to improve delivery system provided to service users.
In opinion of Polaine et al. (2013), balance theory helps to retain the profit of both company and its employees. It is noticed that Amnesty International has worked on following the theory that assists the firm to improve the business operation. The company has worked on balancing the needs of employees and clients. It helps the company to improve their business operation. The firm endeavours to provide different opportunities to the staffs that help to draw better service from them. Engagement of employees assist the firm to enhance the quality of services provided to service users. Amnesty International has worked on introducing different strategies that assist the company to improve their ways of delivering services to the customers. Prakash and Mohanty (2013) have stated the company should work on enhancing the value of their work that assists their business performance. The company should work on enhancing the importance of their work that helps to improve their business operation. It is observed that the company tries to keep record of the opinion of clients that assist the address the drawbacks of the company. It also helps the firm to improve their resent service system to attain economic growth in the market.
According to Wu et al. (2015), service-recovery strategy plan assists the company to dissolve the gap between customer’s expectation and company performance to meet the needs of the firm. Here, the plan helps Amnesty International to improve their business operation. Polaine et al. (2013) has mentioned that gap model assists to the difference between expectation of customers and service provided to them. It helps the company to address the services, offers provided to their service users. It assists the company to identify the success of the action performed by the organisation. Prakash and Mohanty (2013) have mentioned that quality service model helps to address the difference in the level of customer service and customer satisfaction provided to them. It helps the company to address the needs of the service uses. Therefore, the company focuses on improving their business activities that assist to improve the business operation followed by the company. Lack of proper human resource services in the company, lack of balance in supply and demand ratio are the reasons behind the customer dissatisfaction. Lack of interest among the clients affects the purchasing ratio that affects the company performance. Wu et al. (2015) have opined that service intermediaries also create problems that affect the relation between clients and suppliers. The lack of participation form employees also affects the relation with workers of the company.
The service-recovery strategy plan assists the company to improve their marketing communication (Wu et al. 2015). Conversation with the clients assists the firm to improve their business operation. It helps the company to address the problems faced by the service users and to enhance the quality of their service that helps to improve their business operation. Therefore, Amnesty International has emphasized on improving their advertising strategies that help the company to attract the attention of different service users. The service organisation has also considered the external and internal marketing that assist the company to improve their business operation. The company also endeavours to introduce various measures to identify the expectations of the service users. It assists the company to derive the opinion of the clients regarding the service provided to them. The opinion of the clients assists the company to improve their present condition. Service recovery strategy assists the firm to address the reasons behind the decline of their service. It helps the company to address the drawbacks and to improve their present condition.
Conclusion:
In the present scenario, it can be concluded that the Amnesty International, the service organisation in Australia has worked on address the back stage and front stage functions that hep in addressing the activities of the company. The blueprint of the company helps to understand the organisational function, work culture prevalent in the market. The company has worked on incorporating recovery strategy plan that assists to analyse the difference between customer satisfaction and service provided by the company. Gap quality model assists the corporation to identify the drawbacks and to improve the quality of service provided to the service users.
References:
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