Write about the Nature of Service Management.
In business, each different term has their definition. Marketing, is defined as the process in which products produced and services offered focused upon fulfilling customers wants and needs. An example of these process includes; product promotion, service distribution, advertisement, and lastly management of products. In marketing, it is categorized into diverse branches and each branch has its major specialization. The branches in marketing are; business marketing also referred to as industrial marketing. Environmental marketing, international marketing, and multi-level marketing. An example of not-for- profit marketing includes; service marketing, destination marketing, retailing services, social marketing, and cause related marketing. In the essay below is focused on the understanding on the nature of the service marketing and its conceptual framework.
Understanding the Nature of Service Marketing
In business operations entrepreneur are faced by challenges throughout, Due to the existence of competition and the challenges preventing them from realizing their goals, business individuals and companies choose to rely on measures that relieve them from this situation and put them in greater market level. With the current times we living in, business platforms are the best way one can opt for in order to be successful. However, these platforms require full determination, hard work, and commitment (Roland 2014 p.67). Moreover, it is safe to say that for any business to gain profits and succeed in its endeavors, good connection between the producer and the consumer of the service must be evident. Because of the good connection between the two, it comes with an advantage to the companies with diverse branches, that depend on the attention of the consumers. It is evident to say that most successful people tend to inspire the have-nots, inthe provision of moral support and determination to make as they have.
Service marketing is at times referred to as business to consumer and business to business services (Daniel 2008 p.40).Talking of business to business, this is where products from the producers are introduced to the market and sold in order to improve and maintain the existence of another business. Most business individuals practice the method as its argued to be un avoidable. With its number of advantages and disadvantages it offers, this type of marketing strategy is considered t be unique, depending on the type of services it offers in the consumer market. Just to mention of an instance, when a business individual wants to buy a product from another producer, he or she will ensure that the products will be of good quality, as the success of their business depends on the quality of the products that is acquired.
Business to consumer are defined as retails, involves direct interaction between the consumer and the producer. Retail a term typically applied in a situation where the service provider is needed to fill a certain number of orders to a specific crowd of people. The orders are mostly small quantities in to accommodate a large crowd of consumers. This is a great practice by the business producers as they can be able to control the prices of the goods depending on the consumers’ rate of acquiring them. Most of the goods available at this branch of service, are referred to as the final good, which at most incidences it includes general human necessities.
GAPS Model of Service, in Service Marketing
Also known as the five-page model, the gap model of service quality is an important aspect to be considered by business individuals against satisfaction of customer framework. It is a tool that can be used by different business organization in the current market structure in the diversification strategy. With the current increase in the demands by the consumers, producers are under pressure to produce quality products that satisfy the consumers’ needs. The introduction of GAP model has had a great impact in the competitive market present. Its main aim, that facilitated its formation include; Identify opportunities between the needy consumers and the services to be provided at the different stages of the delivery and to close the gap present and by so improving the customer services offered.
To highlight this gaps in the quality services, they are enlisted as of different stage in their relevance to service marketing. One of the gap is; The customer gap. Also referred to as the differences between the consumers’ expectations needs and the perceptions hindering them. Expectations is facilitated by the current environment and available resources whereas perceptions are subjects based on the customers’ interaction with the services offered.
Second gap is the knowledge gap or in other words the gap between the consumers’ expectations and the management perceptions (Roland 2014 p.91). In this case, the managers of the products upon production of a product or service offered to consumers, the actual knowledge is lacked by the producers if the product really satisfies their demands or they are meeting wrong consumer needs. It is important to have the consumer need before production.
Third gap is the policy gap or the gap between management perceptions and specifications of service quality. Not all companies are good in the interpretation of customers ‘expectation, as some translate the policy of the service marketing as rules and regulations meant for its employees. This gap maybe influential in the current market competition as consumers may seek a similar product with better services elsewhere.
Forth gap is the delivery gap. A gap that is effective in exposing weakness in performance by an employee. Through this, the organization will be encouraged to train their employees by putting good guidelines and as a result an individual will be equipped to manage human wants and an ability to deliver effectively.
Communication between service delivery and externally, is the final fifth gap. Communication a factor considered in the successfully running of a business (Kapoor 2011 p.65) Promises offered by business organizations through variety of communication means tend to raise the customers’ expectations on the product or service. However, it is considered as a gap when the product is overpromised and the expected results do not match with the promised ones.
In marketing service, proper running of a business service depends on the expectations of the consumers. The organizations to be successful it needs to meet or exceed these expectations. However not all can be able to achieve this, so they opt for the management of the expectations. The most effective way of managing expectation or trying to avoid higher customer expectations and still retaining them is through avoiding the provision of poor services. With the current evolution of the world we leaving in, expectations are as well evolving as the consumers are now able to connect with companies through many improved ways. Being referred to as a key in service marketing it is important for an organization to put it in consideration.
In conclusion, in order for effective management of a product by an organization, complex strategies must be put in consideration before undertaking any activity. With the knowledge of the current market structure by an individual, one can be able to plan on creating the best product and operation excellence with the aim of fulfilling the customers’ needs and making them demand more for the product. Additional, realizing of the available gap and aiming to close it by a business individual, enables him or her to be able to produce high customer services as it narrows their gap of achieving their goals.
Daniel H, 2008. Service Marketing: An Introduction. GRIN Verlag
Kapoor, 2011. Service Marketing Concepts and practises. Tata McGraw-Hill Education.
Roland T.R, 2014. Handbook of services Marketing Research. Edward Elgar Publishing.