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 Beendigung eines Syndikatsvertrages by Yasemin Sari
Cover of the book The United States' involvement in the Bosnian war by Yasemin Sari
Cover of the book Examination of the cultural effects of globalisation by Yasemin Sari
Cover of the book The quest for profitable growth in the modern cruise industry by Yasemin Sari
Cover of the book Development Aid by Yasemin Sari
Cover of the book Immigration and the welfare state - A comparative perspective of asylum and highly-skilled migration in Britain and Germany by Yasemin Sari
Cover of the book Survey of competition policy development in an emerging economy of Europe by Yasemin Sari
Cover of the book Current tendencies in colloquial London speech by Yasemin Sari
Cover of the book Charismatic leadership - Adolf Hitler and the NS-state by Yasemin Sari
Cover of the book The Central Banks of Europe, Japan, the U.S. and the U.K. Their Policy Responses to Specific Sets of Economic Challenges by Yasemin Sari
Cover of the book Order and Disorder: Celebrations of Music, Dance, Passion, Paganism and War by Yasemin Sari
Cover of the book The Role of Emotions in Effective Negotiations by Yasemin Sari
Cover of the book Political Economy of the global media business: Why corporate interests shape the news by Yasemin Sari
Cover of the book Relationship Marketing in International Marketing/Sales Channels by Yasemin Sari
Cover of the book Regional variation in British English - Focus on Scotland 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