The paper “ Key Theories in Service Marketing, Challenges Facing Development of Service Marketing, Factors in Satisfaction and Dissatisfaction" is a meaningful example of an assignment on marketing. This report discusses important aspects of service marketing and the general relevance that the service industry has gained over the years. Some challenges that confront its growth and development have also been highlighted. A recount of experiences with five service providers has been provided in the form of service encounter journals. The experiences are real-life experiences selected from different service providers from different industries. Areas of improvement are suggested for each case depending on faults that were identified.
Finally, an analysis has been presented which represents a summary of what service providers get wrong and that which they usually get right. Services are valuable activities did that are provided for the sake of bringing satisfaction to their recipients in exchange for compensation (Bruhn & Georgi, 2006). Since they create value, services are bought and sold through they are intangible. Service marketing refers to the promotion of activities that entities offer their clients. The global economy, at least in the last few decades, has been largely dependent on services hence the growing interest in promoting its value (Soler, 2005).
Service organizations range from huge multinational corporations like airlines, telecommunications, and banking to small and medium-sized enterprises such as barbershops, taxis, and restaurants among others. Key Theories in Service MarketingModern managers have made numerous attempts in an effort to improving service delivery of their entities. They have done so by application of the various operations management philosophies such as the theory of constraints, six sigma, total quality management, supply chain management among others.
The concept of operations management demands that cross-functional process be followed in making decisions. Major areas of business; from marketing to finance, organizational behavior to strategy formulation is majorly based on theory development. Operations management has come in to facilitate the concept of theory building, testing, and refinement. Theory building has been noted by scholars as probably the most significant part of operations management. Subsequently, the theory of constraints has popped up as the central theory upon which this whole concept is built (Blackstone 2001). Another strategy that companies have adopted is online shopping formally known as e-marketing.
The e-marketing objective is aimed at the modernization of consumer relations management by placing the customers at the center of all marketing operations. That means that all online initiatives are dedicated to providing what the customer perceives as valuable. This is a total marketing perspective. In essence, the first stage is ensuring that what the customer needs is availed in the place he/she would most prefer and on time. Market information and real-time data are passed to the consumer to guide him/her on the buying behavior.
This is with regard to new models, changes in prices, branding and such attributes (Weller 2007). Challenges Facing Development of Service MarketingService industries operate on an international scale. This implies that they are susceptible to the same challenges that confront entities due to cross-border operations. Unpredictable political temperatures, the unstable global economy and fluctuating rates of currency are among many challenges that confront service marketing. Demand levels in different parts of the world take different trends. Effective supply chain management entails proper anticipation of demand so that the producer can have an objective view on the scale of operations at any one time.
Various general and operational environments in different countries differ significantly (Bateson & Douglas-Hoffman, 2002). This attribute presents real challenges to the managers of supply chain management who are forced to craft different strategies for each identifiable region.