Service Quality

Definition of Service Quality

There are a number of different “definitions” as to what is meant by services quality. In its simplest form service quality is a product of the effort that every member of the organization invests in satisfying customers. In its broadest sense service quality is defined as superiority or excellence as perceived by the customer.

More especially service quality has been defined as:

  • The delivery of excellent or superior service relative to customer expectations.
  • Quality is behavior – an attitude – that says you will never settle for anything less community, your stockholders or colleagues with whom you work every day.
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Service Organizations

An organization providing intangible services rather than tangible goods is termed as Service organization. In the standard industrial classification, service organizations include hotels, restaurants and other lodging and eating establishments, barber shops, beauty parlors and other personal services, repair services, motion picture, television and other amusement and recreational services, legal services and accounting, engineering, research/development, architecture and other professional organization.  Service organizations also includes educational organizations, banks, insurance companies and other financial institutions. Also government agencies and most other non-profit organizations are service organizations.

Characteristics of Service Organizations
  • Quantity Measurement: It is easy to keep track of the quantity of tangible goods, both during the production process and when the goods are sold, but it is not easy to measure the quantity of many services.
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Services Marketing Triangle

A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Furthermore, service marketing can be defined as the marketing of activities and processes rather than objects. As services are mainly intangible products, they face a host of services marketing problems that are not always adequately solved by traditional goods-related marketing solutions.

Services Marketing Triangle

The services marketing triangle was created to handle the complexity that service marketers face when dealing with intangible products.… Read the rest

Services Marketing Mix – The 7 P’s of Services Marketing

Marketing mix is the key concept in the marketing task. It is the strategy used to perform marketing functions. Marketing mix is the planned package of elements which will support the organization in reaching its target markets and specific objectives.  The common factor behind all the elements of marketing mix is that they are specific parameters which the marketing manager can exercise some control over, within the constraints of their firm’s resources. For example, the marketing manager can control the type of product to be developed, subject to the firm’s technology, as well as the places it is sold, subject to the firm’s distribution network.… Read the rest