Value Based Service

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137. Retrieved from http://link.springer.com/article/10.1177/0092070300281012

3. (TCO H) Marketers recognize that the marketing of services is different than the marketing of a product because of the different characteristics that distinguish them from physical products. How do marketers communicate the value of services to consumers? How do they make these intangible services appear tangible to the consumer? What are some marketing strategies that might be employed with services to

The most meaningful service-based experience I took part in was helping kids at Upward Bound Asthma Camp. At this camp I volunteered to be a camp counselor, which required me to monitor the young campers, get them involved in many activities, and teach them how to handle their asthma. Many of students came from different backgrounds and many ranged from ages five to twelve. When it came to teaching the young campers how to manage their asthma, it was a significant moment to me because it brought me memories of when I had trouble dealing with my asthma when I was around their age. Reminiscing about my past experience influenced me to get my campers to be knowledgeable about their condition. After explaining the guidelines to the campers, I noticed

The overall purpose of the article is for the authors (E. Erkmen and M. Hancer) to communicate to the readers, the correlation between brand citizenship behaviours of hospitality employees, and its effect on customers' relation with the brand, in regards to customer's evaluation of brand performance, trust and commitment. In other words, this article looks at how employee's behaviours can influence the performance and success of a business, specifically in regards to the hospitality sector. Furthermore, how this affects customer perception of the brand and how customers act on their perceptions; particularly because service is an intangible factor of a business transaction and "provides the basis for consumers to evaluate the service" (King, 2010). Erkmen and Hancer may think this article would interest people because "previous research have tried to understand how employees' behaviours

Customer service hinges around identifying key product or service attributes of target market and delivering consistently the desires of that market. Since target markets have different values businesses must strive to identify customer turnoffs and needs. When a business is successful at delivering good customer service they have not only successfully identified these key attributes that create value for the customer but integrated them into their daily interactions with customers. The perceived value that a customer receives from the overall experience determines satisfaction and loyalty levels. The mystery shopper exercise assisted me in identifying service attributes I value at restaurants. I visited Giovanni’s

Service firms are increasingly using customer service to develop sustainable competitive advantage – through value generation as well as differentiation. This

Good customer service is the foundation of a cohesive, well run business; good customer service is tailored around the needs and wants of the consumer. Providing a level of service like this means paying attention to the customers needs and wants and delivering the product and service in a manner that makes ordering procedure as simple as it can be, doing this acts as a catalyst for profit in that it entices customers to return meaning they will know your product and save money in marketing and advertising (Hurlbert W., 2007) and spread the brand awareness and attract new customers through friends.

The deliverance of a formidable value proposition and superior customer experience are the two propelling factors in determining customer engagement. Aligning these strategic elements with the organization’s brand and internal culture will have immense effects on engagement. First and foremost, an organization must retrieve informative customer insight to develop a distinguishable value proposition. Secondly, through brand advertising, effectively market the value proposition. Tertiary, with engaged employees within the organization, delivering upon the promise guaranteed by the value proposition must be adhered to. Lastly, fortify the cultural foundation to effectively deliver upon promises innate to the value proposition. (Alpert and Roberts, 2010)

Regarding the issue of consumer behaviour, organisations could improve their perceived quality of their brands (Keller 2001) whilst adjusting their marketing strategies to enhance the brand image (Simmons 2007)

: Having excellent customer service - “ Service from the Heart” “ Value for money”

Research reveals that “76% of consumers look at customer service as a test of their value to a brand.” Give your customers value by answering their questions through customer support.

For the future researchers and marketing managers, this is the basic discussion of how to build the concept of customer-based brand equity, how to measure it and how to manage it.

Within the context of evaluating marketing opportunities, brand value relates to the intangible aspects of a company that act as a major source of competitive advantage and benefit for both consumers and sellers. For example, a strong brand value allows for a faster purchase decision process for consumers as information can be gathered quickly, and alternatives will often not be considered with equal weighting. Healy confirms this stating that “Good brands create shortcuts in product choice” (p. 136).

“Value is the customer’s assessments of the benefits of the service weighted against all the cost involved.” (Johnston and Clark, 2008, pg. 44). In a service organisation, operations determine the balance between minimising organisational cost and maximising customer’s value. The service value of BA includes the following:

Customer valueThere are four types of customer value. First one is basic service. It is the very basic services or products offered to customers. The next stage is expected service which is customers expected what the service looks like. Then, desired service which means it will have some add value for customers. The final part is unexpected service. Once customers become used to superior levels of service, they may expect something more or different. Thus it is necessary to find ways of giving the customer a different and better service that give unanticipated value.