Essay about Service Marketing

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In an ideal situation, customers would not have to wait for the delivery of products and services. However, in the real world, organizations cannot always match exact capability and demand; therefore, waiting is frequently inevitable while purchasing, especially in service marketing, as service firms can barely inventory their “stock” for sale at a later date (Lovelock, 1992, p.154). In general, waiting in lines – known as “queuing”, happens when the number of customers arrive at a facility exceeds the capability of the system to serve them (Lovelock & Wirtz, 2011, p.260). Basically, this essay will state the relationship between queuing and customer satisfaction, as well as relationship between customer satisfaction and
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When the consumer is waiting alone and have nothing to do, especially in an unfamiliar facility, the feeling of boring, uncertain about waiting time, stress and anxiety will be increasingly enlarged with time passing. Queuing also seems more burdensome if people feel physically uncomfortable. Moreover, because of a fear of “been forgotten”, the senses of “get started” of customers are fervent. It is claimed that the anxiety level is much higher while waiting to be served than it is while being served, even though the latter queuing will be longer (Lovelock & Wirtz, 2011, p.267; Maister, 1985).

Unpleasant waiting experience might accompany with customers go through the whole service process, which could lower the overall evaluation of service quality easily. Not only the queuing experience, a number of studies also investigated that queuing time in a service organization significantly influences consumer satisfaction. In general, increasing in waiting time is associated with decreasing in customer satisfaction (Katz, M.Larson & C.Larson, 1991). The graph (Dube, Renaghan & Miller, 1994) below shows the effect of waiting time on customer satisfaction in restaurant industry, and suggests that most consumers do not satisfied if the waiting time is longer than 8 minutes. In addition, another study (Jones & Dent, 1994) examined that 70% of respondents considered waiting time as a major
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