Mkting of Services Assignment Example | Topics and Well Written Essays - 1750 words

Mkting of Services - Assignment Example In light of this, the paper will propose appropriate measures of service quality for the face-to-face interaction between provider & potential customer, & for any interaction which is mediated by technology. A service quality is antecedent to consumer satisfaction while consumer satisfaction is antecedent to the purchasing power of the consumer (VERMA, H. 2012). Service organizations perceive quality service in terms of costs; profitability, consumer satisfaction, customer relations, behavioural intention and word of mouth. Service organizations ascertain service quality by taking either of the above. Services are mainly composed of three major characteristics such as intangibility, inseparability of production and consumption, heterogeneity and perishability. A recurring theme in the United Kingdom service companies is the difficulty manager’s experience in translating and understanding the customer’s expectations into service that employees can understand and execute. Customer expectation is the belief about service delivery that serves as standard of reference against which performance is judged. Customers evaluate service quality by comparing their perception of servic e with their expectations. Service quality and customer service expectations can be categorized into five overall dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Travellers for instance may expect no frill service for short domestic flight but would be dissatisfied with the same level of service on a full airline service flying a longer distance. It is therefore a key challenge for the travel agents and operation manager to understand customer expectation of the service that they are offering to their customers. Customers have different service expectations which are classified into two. They include the desired service