Services Marketing Essay Example | Topics and Well Written Essays - 3000 words

Services Marketing - Essay ExampleEven in emerging economics, operate output is growing rapidly and often represents at least half of GDP (World Bank, 1996). In developed countries, knowledge based religious service of processs - defined as those that be intensive uses of high technology and/or yield relatively highly skilled workforces are providing the most dynamic components (Peneder, Kaniovsky and Dachs, 2003, 47-66).What is service A service is an act or implementation offered by one party to another. Although the process may be tied to a physical product, the per stimulateance is transitory, often intangible in nature, and does not normally result in ownership of any of the factors of production.So it has been very clear that In the case of goods, the benefits light from ownership of physical objects or devices, whereas in services the benefits are created by actions or performances (Bery, 1980). The dynamic environment of services today places a premium on effective mar keting. Christian Gronsoos (2001) argues that service-marketing function is much broader than the activities and output of the traditional marketing department, requiring close cooperation between marketers and those managers responsible for operations and human resources (Gronsoos, 2001, 26-27).To run on efficient operation Employees must be customer oriented in addition to being concerned about efficiency. The service product must be tailored to customer needs, priced realistically, distributed through convenient channels, and actively promoted to customers. Difference of service marketing Marketing management tasks in services sector tend to differ from those in manufacturing sector in several important respects i.e. in services customer do not obtain ownership of services, service product are ephemeral and cannot be inventoried, intangible element dominate value creation, customers may be involved in the production process, other people may form part of the product, there is g reater variability in operational inputs and outputs, many services are difficult for customers to evaluate, the time factor assumes great importance and scattering channel takes different forms. Although its useful to distinguish marketing, its also important to recognize that there are marketing relevant differences among services themselves. Types of services Numerous proposals have been made for classifying services (Lovelock, 1983, 9-20). A particularly significant classification is based on the processes by which services are created and delivered. By looking at service processes from a purely operational perspective, we can categorized into four main categories i.e. people processing includes our company i.e. Hotel industry specifically Radisson Hotel & Resorts, the service directed by peoples bodies, possession processing, the service directed at physical possessions include Transportation, warehousing etc., Mental stimulus processing i.e. services directed at peoples mind includes advert/PR, entertainment, education etc. and information processing, the services directed at intangible assets include Banking, data processing, legal service etc. Nothing can transmute the fact that people processing services require the customer to be physically present with in the service premises, in our case in the Hotel. When customers avenge a service factory (Hotel), their satisfaction