Marketing Service Essay Example | Topics and Well Written Essays - 2500 words

Marketing proceeds - Essay Example buzz off and Objectives To understand the influence of process experience and its effects on service purchase process. To understand the substance of customer experience in the creation of competitive advantage for the organizations. Theoretical Framework The theoretical role model is very useful as it assists academics in formulating a precise research direction and focus, and for businesses in designation of the stages that consider improvement, and hence necessitate more resources allocated to it. A theoretical framework is a compilation of coordinated concepts, similar to a theory but not essentially worked-out well. Theoretical frameworks atomic number 18 obviously unfavorable in deductive, theory-testing sorts of studies (Bhojanna 2007). When the consumer services, they pass through three main stages, ie pre-purchase stage, service encounter stage, and post-encounter stage. Three-Stage Model of Service Consumption (Tsiotsou & Wirtz 20 11). The stage of pre-purchase in the decision-making process for services is more complex, when compared to that of goods. The decision-making process involves a lot of time, because of consumer federation in the service production process. In the pre-purchase stage, consumers are prompted into action, by the creation of a need to set off the search for information, and assess alternatives for a particular service, ahead of deciding whether to buy or not. But acquire about pre-purchase behavior is equally important (Finn 2008). The answer for the reason behind the customers sentiment to buy a particular product will eradicate all presumptions and will help in succeeding a long term customer relationship. Consumers pass on to the next stage of service experience, subsequent to the decision to make a purchase. In the service encounter stage, the consumer intermingles straightly with the service firm, and it is the way by which consumers produce value, and evaluate their service e xperience. Consumer satisfaction, and their perception regarding the service quality, have great importance in the operate stage of the service consumption process (ie the post purchase behavior), because of their relationship with business performance. On the different hand, the satisfied consumers, and those who have high perceptions regarding service quality may not go again to the aforesaid(prenominal) service provider. Role and Importance of Customer Service Experience and Service Marketing Mix- An Overview A customers service experience pertains the serious of the interactions with the service providers, when customers try to communicate with them. All types of customers are emotional, and they are likely to rate experiences on the basis of their expectations. In order to be successful with all the customers, companies require generating and sustaining uniformity of experience across every channel. A complete communication experience will do more favor than just paying atte ntion to the customer. The companies require learning the ways to communicate with the customers utilize different channels and also require making sure that the customers experience delivers developed value to them in exchange for time, attention, actions, information, and anything else (The Importance of Positive Customer Service Experiences 2011). One of the great borders for inception is the customer experience. Better customer experienc