Marketing Service Essay Example | Topics and Well Written Essays - 2500 words

Marketing assistance - Essay ExampleAim and Objectives To understand the crop of service experience and its effects on service purchase process. To understand the significance of customer experience in the being of competitive advantage for the organizations. speculative Framework The theoretical framework is very useful as it assists academics in formulating a precise research direction and focus, and for businesses in identification of the decimal points that require improvement, and whence necessitate more resources onlyocated to it. A theoretical framework is a compilation of interconnected concepts, similar to a theory but not essentially worked-out well. hypothetical frameworks are obviously critical in deductive, theory-testing sorts of studies (Bhojanna 2007). When the consumer services, they pass through three main stages, ie pre-purchase stage, service encounter stage, and post-encounter stage. Three-Stage Model of serving Consumption (Tsiotsou & Wirtz 2011). The s tage of pre-purchase in the finale-making process for services is more complex, when compared to that of goods. The decision-making process involves a lot of time, because of consumer participation in the service production process. In the pre-purchase stage, consumers are prompted into action, by the creation of a need to begin the search for information, and assess alternatives for a particular service, ahead of deciding whether to buy or not. But learning about pre-purchase air is equally important (Finn 2008). The answer for the reason behind the customers thought to buy a particular product will eradicate all presumptions and will help in succeeding a long term customer relationship. Consumers pass on to the next stage of service experience, subsequent to the decision to make a purchase. In the service encounter stage, the consumer intermingles straightly with the service firm, and it is the way by which consumers produce value, and evaluate their service experience. Consumer satisfaction, and their perception regarding the service quality, entertain grand importance in the last stage of the service consumption process (ie the post purchase behavior), because of their relationship with business performance. On the other hand, the satisfied consumers, and those who have high perceptions regarding service quality may not go again to the same service provider. Role and Importance of Customer Service Experience and Service Marketing Mix- An Overview A customers service experience pertains the serious of the interactions with the service providers, when customers try to communicate with them. All types of customers are emotional, and they are likely to set experiences on the basis of their expectations. In order to be successful with all the customers, companies require generating and sustaining uniformity of experience across every channel. A complete dialogue experience will do more favor than just paying attention to the customer. The companies requir e learning the ways to communicate with the customers using different bring and also require making sure that the customers experience delivers actual value to them in exchange for time, attention, actions, information, and anything else (The Importance of Positive Customer Service Experiences 2011). One of the great borders for innovation is the customer experience. Better customer experienc