Service Marketing Innovations - some general concepts

Business & Finance, Marketing & Sales
Cover of the book Service Marketing Innovations - some general concepts by Yasemin Sari, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Yasemin Sari ISBN: 9783640798704
Publisher: GRIN Publishing Publication: January 13, 2011
Imprint: GRIN Publishing Language: English
Author: Yasemin Sari
ISBN: 9783640798704
Publisher: GRIN Publishing
Publication: January 13, 2011
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, RWTH Aachen University, language: English, abstract: Terms like service quality, customer satisfaction and customer loyalty are often associated with competitive advantage, sustainability and long term profitability. Most people would agree that satisfied customers are the best candidates to evolve into loyal customers. However, even if customers are satisfied with the service there is still the possibility that they will switch to competitors if they expect a better service, a better quality or a higher value there. Nevertheless it is certainly that satisfaction is considered as a key factor to build up customer loyalty, because you can have satisfaction without loyalty, but it is difficult to have loyalty without satisfaction. Loyal customers mean a continuous and stable base of customers. Trying to obtain loyalty becomes inevitable for firms. There are many good reasons for this. The acquisition of new customers is expensive and therefore keeping customers loyal allows firms to amortize those costs. Furthermore loyal customers are often willingly to pay premium prices. They know the business and the services and therefore require less information themselves and moreover, as the most effective marketing channel, they serve as an information source for other customers on behalf of the firm. It is surely a fact that people tend to tell their experiences to other persons, run so-called word of mouth (WOM). Several researchers found that consumers engage in about twice as much WOM when they are dissatisfied in contrast to when they are satisfied, so that positive experiences are spread to nearly five persons, whereas negative experience will be passed to over 9 persons. There are various research articles and studies which determine the relations and interactions between satisfaction, quality, loyalty and WOM. In a given service context these are the cornerstones of service marketing. In the following, I will present some of these concepts and predominantly link them to three articles of Ferguson et al.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, RWTH Aachen University, language: English, abstract: Terms like service quality, customer satisfaction and customer loyalty are often associated with competitive advantage, sustainability and long term profitability. Most people would agree that satisfied customers are the best candidates to evolve into loyal customers. However, even if customers are satisfied with the service there is still the possibility that they will switch to competitors if they expect a better service, a better quality or a higher value there. Nevertheless it is certainly that satisfaction is considered as a key factor to build up customer loyalty, because you can have satisfaction without loyalty, but it is difficult to have loyalty without satisfaction. Loyal customers mean a continuous and stable base of customers. Trying to obtain loyalty becomes inevitable for firms. There are many good reasons for this. The acquisition of new customers is expensive and therefore keeping customers loyal allows firms to amortize those costs. Furthermore loyal customers are often willingly to pay premium prices. They know the business and the services and therefore require less information themselves and moreover, as the most effective marketing channel, they serve as an information source for other customers on behalf of the firm. It is surely a fact that people tend to tell their experiences to other persons, run so-called word of mouth (WOM). Several researchers found that consumers engage in about twice as much WOM when they are dissatisfied in contrast to when they are satisfied, so that positive experiences are spread to nearly five persons, whereas negative experience will be passed to over 9 persons. There are various research articles and studies which determine the relations and interactions between satisfaction, quality, loyalty and WOM. In a given service context these are the cornerstones of service marketing. In the following, I will present some of these concepts and predominantly link them to three articles of Ferguson et al.

More books from GRIN Publishing

Cover of the book Flexicurity as one model of labour market policy by Yasemin Sari
Cover of the book Strategies and Processes of Negotiations by Yasemin Sari
Cover of the book The Function of Tradition in 'Everyday Use' by Alice Walker and 'Yellow Woman' by Leslie Marmon Silko by Yasemin Sari
Cover of the book What are the differences between the academic and the political view on international terrorism? by Yasemin Sari
Cover of the book Deconstruction of Stereotypes in 'East is East' and 'Ae Fond Kiss' by Yasemin Sari
Cover of the book The Systemic Strategy Process in Dynamic Markets by Yasemin Sari
Cover of the book Der Stellungskrieg des Normalen by Yasemin Sari
Cover of the book What is Scientology? by Yasemin Sari
Cover of the book Co-operative System of European Security by Yasemin Sari
Cover of the book A University Education Changes Lives by Yasemin Sari
Cover of the book 'Terror at Midday' - The Cosa Nostra as a terrorist organisation by Yasemin Sari
Cover of the book The Sequence of Generations in Philip Roth's American Pastoral by Yasemin Sari
Cover of the book International harmonization of accounting by Yasemin Sari
Cover of the book Seat theory versus incorporation theory by Yasemin Sari
Cover of the book Interkulturelle Kommunikation, Interkulturelles Lernen, Interkulturelle Semantik by Yasemin Sari
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy