The paper "The Gaps Model of Service Quality" is a great example of a marketing case study. In the modern competitive business world, there are many marketing complexities that require different management activities and services. Some of these management activities and services, other than organizational management principles are oriented towards the satisfaction of the customers. According to Fisk, et al. (2014, p. 24-7), the central focus of service provisions involves the aspects of the 3p’ s, i. e. the people, physical evidence, and the process that drive the service provisions and characteristics such as intangibility, inseparability, variability, as well as perish-ability.
From an economic perspective, services are viewed as experiences that range over time intervals and complexities. As argued by Fanning (2014), the visible and the invisible components of wants are satisfied through different bundles of benefits of services that create an experience for the consumer. Consumers have become increasingly demanding considering that they not only want high-quality products but also demand (expect) high-quality customer services. In order to stay on course, delivering high-quality products o the customers is an ongoing concern to managers.
Consolidating their management skills and strategies to satisfy their customers’ needs, certain gaps exist occurs in the organization in the process of providing quality services (Chary, 2009). Over the last 4 to 5 years, Apple has been very successful in its service provisions and also in its new products development as well as launch. Some of the famous new product launches of Apple include the iPod, the iPhone, and the iPad. The company has kept its competitive bar on the winning end in among the related companies that compete for computer applications and kinds of stuff.
However, Apple’ s extreme success is not only rooted on the new advanced products that the company offers but also Apple has been equally successful in its creation of retail and customer service outlets across the globe, a fact that has enabled the mainframe of their marketing differentiation to reap a lot of benefits. This paper reports some of the practically experienced Apple services that have embraced the goodwill of many customers. More than that, the report intertwines the customer service offers as applied b Apple with Apple’ s marketing differentiation in terms of the GAP’ s models. Service Marketing In marketing, services are the acts of performances that one party, such as Apple offers to another party, customer, which is basically intangible and does not result in the ownership of anything.
According to what Wagner & Zubey (2007) says, the dominant component of a service is intangible since its production may or may not be tied to any physical product. Many countries that have developed and advanced economies have the greatest portion of their workforce employed in the service industry. Apple is one of the firms that offer services and products of advanced technology such as computer accessories and applications.
The firm uses its service offers, such as customer care, apps services, Apple educational services, Apple care services, among others. According to Apple, the presented brand is the company’ s controlled communication of its identity through advertisement. On the other hand, external brand communication refers to the information customers absorb about the company that essentially is uncontrolled by the company.
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