The Service Concept, Servqual Model And Understanding Customer Types Essay

SERVICE. We are committed to providing the best experience and enjoy positively interacting with everyone we meet. We genuinely care about every customer we see and do our best to find solutions to any problem that might come our way.

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Section 1 – Understand the factors that affect an organisation and the customer service role

This course focuses on services management in general and service operations in particular. It explores the elements that unite services, that differentiate service processes from non-service processes and that differentiate various types of services from each other. Customers generally participate in the service process, often with direct and uncensored interactions with employees and facilities. The resulting

Surveys, feedback forms and other data collection techniques are all ways in which a company is able to determine the customer experience and analyse any customer service performance dat. Once any data has been collected it must be analysed in a way that can provide feedback to the company in such a way that action can be taken as a result. For many companies this will be a continuous cycle of improvement

The service experience includes four different aspects that must be understood before analyzing the experience: services setting, the service workers, the service customers, and the service process. The service setting is where the action or service performance unfolds (Fisk et al, 2014, p. 26). The setting can also be what the customer is unable to see (backstage). The service workers are those who work together to create the service for the customers including the seen and unseen. The service customers are the person, group, or organization receiving the service. Finally, the service process is the series of events during the service received (Fisk et al, 2014, p. 26).

Source : Adapted from A. Parasuraman, Valerie Zeithaml, and Leonard Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49 (Fall 1985)

The Zappos Company utilizes online selling techniques that cater to consumer needs, for instance, the products are quality, last long, and prices are reasonable (Bechmann, 2010). Service design is the activity of planning and organizing company products for people in a market of wants and needs. Representation techniques are critical in service design, because of the need to communicate the inner mechanisms of services to quality consumers, such as final users, which are not supposed to be familiar with any technical language or representation technique, but interested in the quality of Zappos product line.

Traditionally, Service quality can be portrayed as the result from client comparison between their assumptions about the service they will use and their insight about the service company. That implies that if the insight recognitions would be higher than the desired the service will be considered as fabulous, if the desires rise to the insight observations the service is viewed as great and if the desires are not met the service will be viewed as awful. For a service to be considered as good the organisation is required for making customers satisfied and service quality should be associated with customer perceptions and expectations. (Carlsson, 2010)

Customers play a variety of roles in the service experience. Some of those roles are productive resource, contributor to quality, satisfaction and value; and as competitor to the service organization.

“Services are acts, deeds, performances, or relationships that produce time, place, form, or psychological utilities for customers” (Roberta S. Russell, 2014, p.194). Besides, there are some other explanation of service design: Service design is all about making the service you deliver useful, usable, efficient, effective and desirable (UK Design Council, 2010); Service design aims to ensure service interfaces are useful, usable and desirable for the client’s point of view and effective, efficient and distinctive from the supplier’s point of view (Birgit Mager, 2009); When you have two coffee shops right next to each other, and each sells

Sureshchandra, Rajendran and Anantharaman (2002) identified five critical aspects of service quality from the customers point of view namely core service/service product, human element of service delivery, systematisation of service delivery, tangibles of service and lastly social responsibility in order to conceptualise service quality. Table 1 will further provide an explanation to the five critical aspects of service quality as outlined by Sureshchandra et al (2002).

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

We have learnt from Servicer Strategy that service means to provide guidance on design, and how to implement them according to the needs of the customer. From the service lifecycle Service Design comes after the service strategy (Annexure A). The service design is not limited to new services, but also to old services which are need to improve the service design which are necessary to maintain the value to customers. The main objective of service design is designing an innovative idea or to change an existing design into a live environment. To change a design or to implement there are several requirements. These requirements are taken from the service portfolios and they are analyzed. There are teams which will indulge in this process and

According to Mr. Rakib Ur Rashid, First Executive officer of Jamuna Bank (Jurain SME Branch), “service development and design” functions handle by the “Research and development (R&D) department; located in head office. Officials of R&D department sit with the directors and president to design new service and schemes for the clients. Therefore the procedures are credential and not shareable towards the externals. So in the upcoming part I am going write my suggestions about “service development and design”