Services Marketing-A Blueprint For Success Free Essay Example

Services Marketing-A Blueprint for Success
The needs and economics of commercial airlines have empowered the evolutionary process of technology based services, which assist in providing better, faster and efficient service at reduced cost(Boshoff,1997). Therefore, a dilemma may be presented which maximizes the interactions with customers, while concurrently providing services that promote and provide fiscal stability. The services industry can outrival competition only when tools are provided that engender it for continued professional excellence (Service Innovation, 2009). Does the Consumer have Buying Power?

Essay writing service:

• Excellent quality
• 100% Turnitin-safe
• Affordable prices

Order Now

In a study acknowledged by Boshoff (1997), more than 70% of consumers who complained or expressed dissatisfaction with service, were persuaded to remain as customers when the effort was made to compensate for what was perceived as a loss.

Little, however, is known about what strategies to employ, or how these interact to influence customer perceptions and attitudes; especially in a services marketing environment, more specifically airlines (Boshoff, 1997). A loss or gain of 70% is significant. A Blueprint for Success

A key component of efficient processing is electronic procurement technology, which promotes resourceful utilization of services (Boshoff, 1997).

Furthermore, technology has proven to create more value for the customer by being more accessible, efficient, faster and affordable. How? Service design has been enhanced by software, which is utilized by home and office computers, potentially serving as a reasonable or good substitute for personal service (Boshoff, 1997). This begins as a thread in the planning process and continues to be woven until the final destination. However, any system can be plagued with inadequacies, discrepancies, and operational inefficiencies.

Still, one must remember not everyone is programed for the electronic world, so therefore, airlines must continue to provide a high level of non-electronic service (Gittell, 2003). Customer Service Contacts with Frontline Staff

Essentially, three specific phases, Before, During and After in purchasing airline services involving frontline employees must be identified and developed. Referring to Table I, one may see these three phases displayed. The Before Phase involves limited interaction with frontline staff. The Before Phase:

Internet access to secure a purchase
Phone prompting messaging
Kiosk retrieval, usually at the airport before a flight
Person to person scheduling at the airport or travel agency
Online check-in from most computers
The During Phase involves significant interactions, relationships, exchanges and communications. The During Phase:
A planning, scheduling and information session with a Customer Service Representative (CSR) who will assist in the service delivery process This phase incorporates a question and answer process with resolution by addressing concerns and issues This can be a speedy process as a result of internet and computer capabilities This phase has added obsolesce to frontline staff making many backline staff The After or Final Phase continues to involve interactions, relationships, exchanges and communications, but not to the degree one sees in the second phase. The After Phase:

A CSR should follow up to ascertain if the process was expeditiously executed This phase is limited as the purchase is finalized
A CSR supervisor may do well to maintain customer longevity and satisfaction A Blueprint of the Service Delivery Process at Southwest Airlines and Customer Service Contacts with Frontline Staff during Purchase Options TABLE I

Source: Julian Deal

Who’s on First?
To be an efficient airline, one must analyze and implement a proven strategic sourcing methodology including cross functional teams, identification of total cost drivers, detailed requirements, market research, competitive bidding, and continuous improvement in quality and processes (Southwest Airlines, 2006). How? The key component in effective management and marketing is communication. This can be the Achilles heel of any company, but at Southwest, more so, if the CSR’s are ineffective and not adequately supervised. The old adage remains clear, “The customer is always right.” This mantra must reverberate in all employees, particularly front line staff!

References
Boshoff, C. (1997). An experimental study of service recovery options. International Journal of Service Industry Management, 8 (2), 110–130. Retrieved September 12, 2012, from http://www.emeraldinsight.com/journals.htm?articleid=851614 Gittell, J. (2003). The Southwest Airlines way. Using the power of relationships to achieve high performance. Retrieved September 12, 2012, from http://www.theclci.com/resources/TheSouthwestAirlinesWay.PDF Service Innovation. (2009). Service Innovation II: Designing the service delivery process. Retrieved September 12, 2012, from http://www.summersoc.eu/summersoc2011/wp-content/uploads/2011/01/Service-Innovation-II-Designing-Service-Processes-september-27-2009.pdf Southwest Airlines. (2006). The Freedom to buy and supply: Procurement at Southwest Airlines Co. Retrieved September 12, 2012, from http://www.southwest.com/assets/pdfs/corporate-commitments/supplier-commitment.pdf