Since the goal of marketing is to make the product or service widely known and recognized to the public, they have a variety of ethical, legal, and social responsibilities.
A waiter re-filling a customer's glass of wine without being asked An ambulance arriving within three minutes Assurance: Caring and individual attention provided by employees Listening to customer needs Caring about the customer's interests Providing personalised attention Also access with regard to approachability and ease of contact from the customer is of importance to issues that may be raised by the customer.
A store employee listening to and trying to understand a customer's complaint A nurse counselling a heart patient Source: Adapted from Leonard L. Berry and Parasuraman, Marketing Services: Competing Through Quality New York: Of the five, reliability is the most important in determining customer evaluations of service quality.
Services managers pay a great deal of attention to the tangibles dimension of service quality.
Tangible attributes, or search qualities, such as the appearance of facilities and employees, are often the only aspects of a service that can be viewed before purchases and consumption. Therefore, service managers must ensure that these tangible elements are consistent with the overall image of the service product.
Except for the tangibles dimension, the criteria that customers use to judge service quality are intangible. For instance, how does a customer judge reliability?
Since dimensions such as reliability cannot be examined with the sense, consumers must rely on other ways of judging service criteria. One of the most important factors in customer judgements of service quality is service expectations. These are influenced by past experiences with the service, word-of-mouth communication from other customers and the service company's own advertising.
For example, customers are usually eager to try a new restaurant, especially when friends recommend it. These same customers may have also seen advertisements placed by the restaurant.
As a result, these customers have an idea of what to expect when they visit the restaurant for the first time. When they finally eat out at the restaurant, the quality they experience will change the expectations they have for their next visit and their own comments to friends and colleagues.
This is the major reason why providing consistent high service quality is important.
If the quality of a restaurant, or any services, begins to deteriorate, customers will alter their own expectations and word-of-mouth communication to others accordingly. Delivering Exceptional Service Quality in Order to Meet Customer Expectations If an organisation cannot at least meet its customers' expectations it will struggle.
Ideally, an organisation should exceed its customers' expectations, thereby, maximising the satisfaction of its customers, and also the credibility of its goods and services in the eyes of its customers.
Customers' normally become delighted when a supplier under-promises and over-delivers.
To over-promise and under-deliver is a recipe for customers to become dissatisfied. Providing high quality service on a consistent basis is very difficult. All consumers have experienced examples of poor service: Obviously, it is impossible for a service organisation to ensure exceptional service quality percent of the time.
However, there are many steps that an organisation can take to increase the likelihood of providing high quality service. The four factors which a service company needs to understand in order to met customer expectations are: Providers need to understand customer expectations when designing a service to meet or exceed those expectations.
Only then can they deliver good service. Customers usually have two levels of expectations, which could be said to be desired and acceptable. The desired level of expectations is what the customer really wants. If this level of expectations is provided, the customer would be very satisfied.Marketing Strategic Change in Expansion of Disneyland: Key Words: Theme Park, Disneyland, Marketing Strat-egy, Strategic Change Abstract Problem: that demand higher quality and visitors that are more thoughtful and discriminating about how the available resources of free time and disposable income are used (Kem-.
Service Quality Essay The Importance of Service Quality and the Evaluation of Meeting Customer Expectations.
INTRODUCTION. Customer research literature traditionally agrees that service quality is a measure of how well the service level delivered matches customer expectations. Oct 26, · Service Quality in the Hong Kong Disneyland In the Hong Kong Disneyland, the staff's service quality is ideal for visitors holistically, but the minority of staff are unsatisfactory in their working performance and too long working hours while lack of rest for staff.
Nov 12, · Published: Mon, 5 Dec The broad area of interest in this report is “The importance of Service Quality in Disneyland”. Disney’s theme park, Disneyland is chosen as a case study, to understand and examine the importance of service quality.
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5 Pieces of Marketing Magic from Disneyland in Marketing, Digital Disney carries an immense amount of brand affinity and brand loyalty with its visitors.
Disneyland capitalizes on this affinity with live characters, surprise performances, parades, and exceptional customer service. The marketing magic.