7 P Of Service Case Study

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Register to read the introduction… The service provided can prove effective in terms of satisfying the customer, only if the gap between expected service and perceived service is bridged. The wider this gap–the more the number of disappointed customers; and disappointed customers may cause the image of the firm to deteriorate (Gronroos 1978). Product/Service Most services are intangible because they are performances rather than objects, precise manufacturing specifications concerning uniform quality can rarely be set. Because of this intangibility, the firm may find it difficult to understand how consumers perceive their services (Zeithaml 1981). For developing a good customer service, the service marketer should stress on tangible cues and also create a strong organizational image (Berry 1980; Booms and Bitner 1982; Thomas 1978). This can be done by communicating clearly to the customers the features of the service being provided. Price Because of the intangible nature of the service–price becomes a pivotal quality indicator in situations where other information is not available (McConnel 1968; Olander 1970; Zeithaml 1981). It is essential, therefore that the service firm engage in competitive pricing. Being an important tangible cue, price of the service is an area in which the service marketer can concentrate to get a competitive edge. In the case of pure services, as in the present context, like medical services or legal services price is an important factor because it is a basis for the customer to make a final choice among several competing service …show more content…
It is essential to train the front line employees, whose actions and behavior influence the customer’s opinions of the organization and the actual service provided. P6: The image of the service that the customer already has and his/her perceptions of the service together influence whether or not the service is satisfactory to the customer. P7: The conduct of the sellers/employees will affect the customer’s future perception of the service, since the service and seller are inseparable. DISCUSSION When promises are made in services, customers generally take them for granted. If the service organization fails to keep the promises it makes, it immediately influences the opinion of the customer about the service, which in turn changes the customer’s perception of the service. According to the American Management Association 65% of the business comes from existing customers. Attracting potential customers is of course important, but retaining current clientele has a greater impact on the service operation. Many business executives believe that, by definition, services simply cannot be guaranteed. This belief is entirely justified because a service mainly depends upon human performance, which is not always predictable. A service that puts consumer first, does not necessarily lead to chaos and failure. With clear goals and an information network that gives the necessary data to improve performance, it is entirely possible to provide a nearly perfect service. CONCLUSION As discussed in the proposed model, customer perception of a service is entirely subjective. What the customer actually gets out of the service, and how he or she perceives the service may not always match. So the customer’s judgement or evaluation of the service is the crucial factor in the delivery of a service. But service marketers can influence these perceptions to a large extent by controlling favorably the service marketing mix variables. It is all the more difficult because a

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