Services Marketing and Management
Defining Services Services are about the economic activities offered by one party to another.On the other hand is about exchange for the customer money, time, and effort, service customers expect to obtain value from access to goods, labor, facilities, environments, professional skills, networks, and systems; but they do not normally take ownership of any of the physical elements involved.And then services also involve a from of rental, offering benefits without transfer of ownership such as include rental of good.
Defining four categories of services and example
Based on differences in nature of service act tangible or intangible and who or what is direct recipient of service people or possessions, there are four categories of services: first one is people processing second one is possession processing, third one Mental stimulus processing, the last one is information processing. (1) People Processing is about services that are directed at the people themselves. Customers must physically enter the service factory. The managers should think about the process and output from customer’s perspective.
The people processing example have hospitals and fitness centers. (2) Possession Processing is about customers may ask service organizations to provide treatment for some of their physical possessions. Customers are less physically involved compared to people processing services. Production and consumption are separable. The possession processing example have repair services and house cleaning services (3) Mental Stimulus Processing is about the services touch people’s minds, and have the power to shape attitudes and influence behavior. Core content of services is information-based. t can be inventoried The mental stimulus processing example have consulting, education and broadcasting. (4) Information processing is about information is the most intangible form of service output but may be transformed into enduring forms of service output. Some services are most highly dependent on the effective collection and processing of information. The information processing example have accounting, banking and financial. “It has been argued that businesses should see themselves as offering a customer-satisfying service rather than a goods-producing process. In this question, I think different companies will have different practices, some businesses should see themselves as offering a the customer-satisfying the service rather than a goods-producing process. Although a company can do these two completely to satisfy the customer needs. but some businesses need to provide themselves as offering a goods-producing process. But now companies are more focused on customer service. About the J. B. McKitterick, a General Electric executive, he say some marketing concept about the customer service is important.
In a paper written in 1957, he observed that the principal marketing function of company is to determine what the customer wants and then develop the appropriate product or service. Which was to develop products and then build customer interest in those products. The foundation for the marketing concept about the customer satisfaction is of primary importance. A growing number of company are giving increased attention to customer service. such as Financial institutions, beauty industry, airlines, retail stores, restaurants, manufacturers, and wholesalers face the problem of gaining and retaining the patronage of customers.
Building long-term relationships with customers has been given a high priority by the majority of Hong Kong this place most successful enterprises. Many companies realize that customer satisfaction is an important key to success. Customer service can be defined as those activities that enhance or facilitate the purchase and use of the product. Competition in the industry too many, their products are the same or very similar. We have entered the age of boundless competition, triggered in large part by an expanding global economy. Multinational competition has increased dramatically in recent years.
To compete successfully in markets where products are the same or very similar, and prices are basically the same, so the customer service is often the only competitive advantage available. Many companies will do the survey, they will ask the customer need and they want the company will focus on customer-satisfying service or goods-producing process, the customer’s answers is want to focus in customer-satisfying service. such as the company will have some training programme to give the staff. Now more people want the company can provide a good service more than a goods-producing process. ecause customers want the sales can to help them and address their needs. They will feel happy for their shopping. After their shopping, if some people feel this company have a good service, they would recommend to their friend. I think this can effectively to promote their company’s products. It can attract more people to come the company to buy their product. On the other hand, such as financial, beauty these industries, these industries need to have and provide good customer service, because these industries require face-to-face contact with customers every time. o they need to provide the good customer service. And then the companies also hope that the customer service is ranked first, in addition, for the brand name of the company to establish good reputation, and this can increase the visibility of their company, more people can know their company information. On the other hand, they can attract more customers use the company’s services or to buy the company’s products. I think every company need have their customer-friendly systems and training. because the staff can know how to handled in a timely fashion. it can add value and build customer loyalty. uch as the cashier at the supermarket, the receptionist at the doctor’s office, and the front-desk clerk at the hotel often have the first opportunity to serve the customer. they need to possess the social skills needed to build customer loyalty. The ultimate purpose of every business should be to satisfy the customer. Increased levels of competition require a greater commitment to customer service. some company is offering a goods-producing process rather than a customer-satisfying service. if they don’t have a good service, the customer will not come to second time. o this type company can not only focus in the producing process. They also need to focus in the customer service. it can attract the customer come to next time. in this time, i think all company need focus this two type can do a good company and do very well. the company need to have quality results, good service, and a fair price to sell their product and provide their service. If the businesses that did not focus on customer feelings and emotions so they will lost customer. I will suggest the company need for continual reinforcement, and continuing good customer service programs.