The paper "Design Marketing and Management Of Services" Is a wonderful example of a Management Case Study. In spite of much debate, the traditional division of product and services marketing is still, as it has always been without knowledge of services marketing. Customer satisfaction and strategic competitive advantage are not available. There are numerous challenges relating to the design and delivery of services for an increasingly diverse customer base from different cultural backgrounds. This will be critically analyzed in this paper in order to come up with the proposed clear recommendations. Examples will be illustrated and underpinned with recent research findings.
Keywords that are utilized in this paper are consumer behavior, customer expectations, perceptions and satisfaction, services encounter, customer roles, service quality, internal marketing, organizational and national culture, and segmentation. Elements of Service Provision in Relation to Corporate Goals and Customer Expectations There are several elements of service provision in relation to corporate goals and customer expectations. These are efficiency and flexibility of the supplier's business processes, the effectiveness of the Information Technology applications and databases which support them and the quality and values of the people through whom customers interface with suppliers.
The most highly valued elements of service, assessed from the viewpoint of a large corporate customer are seen as speed and flexibility of configuration, reliability (as distinct from service availability), and control. A rather useful axiom in the achievement of the organization's goals to increase customer loyalty is an age-old catchphrase, "Do unto others as you would have them do unto you. " While it is indeed true that cost and convenience are still primary customer concerns, there is an emerging trend: customers now value service over merely prices or the convenience of the product or service.
Customers may actually be willing to pay more for better service. It is therefore very important for businesses small and large to realize that their strongest selling point may be to treat their costumers as they would like to be treated or better. The U. S. Office of Consumer Affairs says that consumers are beginning to feel that their needs are not met and that they are tired of putting up with poor service (Kamin, 2006). It is a good thing therefore, that companies are beginning to think along these same lines.
According to the Technical Assistance Research Programs Institute (TARP) companies have realized that service indeed a vital competitive point and has begun to incorporate service in the marketing of their products. After all, no establishment of any size can afford to neglect their customers and they certainly can't afford to lose them. For small companies, service is especially important as this may be a viable competitive advantage. The National Federation of Independent Business (NFIB) in Washington, D.C. , conducted a three-year study which showed that businesses that put a greater emphasis on service are more likely to succeed than their big-time counterparts that put less importance on it. There are three golden rules, the first of which is to put the customers first.
Paul Hawken, author of Growing a Business says that a strong customer ethic should be in place at the very start of a business's operations. He says that everybody is in service, no matter what you are selling and how. Good service begins with employees.
They must be consumer-oriented and is willing to comply with standards. They must understand the value of the customer and for those who do they must be duly rewarded. This is given that working conditions are reasonable and that, sources of discontent or annoyance are addressed to boost morale.
Kamin , Maxine. 2006 , Customer Service Training. Virginia: American Society for Training & Development.
Kert , Robert R. (ed.). 199 8 , Consumers in the Financial Services Sector , Task Force on the Future of the Canadian Financial Services Sector.