Question:
Conduct a critique of the following service marketing management ideas, theories and techniques, specifically with reference to purpose, application and limitations and with regard to how these service management ideas, theories and techniques might contribute to the success of a service organisation:
• Service concept
• Understanding customer types
• The gaps model – Customer expectations and perceptions
(service concept explanation of the 4 kay elements that make up an analysis of service concept as put forward by Johnston and clark 2008)
(further work Gold stein et al,.(2007) and van loot et al.,(2003)
practical examples of how service organizations have applied this approach, importance of the role of service concept for both external and internal customers and other stakeholders, the importance of service concept as a strategic tool, using the service concept to crest organizational alignment.
limitations might include poor follow through and implementation see for example, gold stein et al,. (2002)
customer type/segmentation:
an outline of how service organizations might approach customer segmentation should be put forward, demographics, psycho graphic..operational categories need to be explained eg hostages, allies.. and by reference to the key 2 dimensions: attitude and behavior (clark and Johnston, (2008)
customer and valuable v non- valuable customers and loyalty.
Reinhold’s (2006 research might also be flagged by students with regard to loyalty, customer retention and limitations together eith approaches taken to segmentation. the importance of customer segmentation for long term value and organizational success should be mentioned.
limitation might include for example that this approach is not perfect identifying customers that will remain loyal to the service organization.
semiquaver:
customer expectations and perceptional, paranormal et al., (1985). an outline of hwat expectations and perceptions are, and why organizations use the model. limitations the time that it makes to conduct the survey, the measures that are used, see for example Ladhari (2009) Smith et al (2007), Boulder and Bendall (2010)
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