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Internal service Marketing
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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
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- 2.2 Service quality and external service marketing
2.4 Internal service Marketing
- The integration of the internal and external services to deliver the high service quality. - Human resource management and empowering employees. - Employee satisfaction and engagement strategies. 6 the perceived service quality standards, such as human resource management and empowering employees, and employees’ satisfaction within the effective engagement of strategies, which are discussed in the literature chapter. The SERVQUAL model is presented in the theoretical review to estimate the service quality performance and standard of internal and external services marketing. This subject was covered by the gap model of service quality, service quality determinants, and measuring process by SERVQUAL instrument, the SERVQUAL model determined the main influence that affects the total delivery of services across the organizational structure and HR pursuits and identified the crucial reasons behind the gap between customers’ expectations and experience of the provided services. 2.2 Service quality and external service marketing Nowadays, many of business companies have become more consciousness toward their customers and shifting their strategic planning from internal marketing to external marketing, as t he customers’ needs are the key drives of technical services and superiority to bring success (Grönroos. 2007, 31). External service or customer value is an important ingredient of successful marketing strategies and a core competency of large firms to ensure a competitive advantage and increase in market share or increased profits to companies (Walter, et al., 1994, 5). The subject of service quality has been a considerable concern among business, people and academics, due to the increase of competitive markets for many services led costumers to become more selective of service choice and complex to define service from only tangible quality (Palmer 2008, 319). (Grönroos,1982 cited in Zeithmal, et al.1985, 42) suggests that the service quality is a comparison of customer expectations and actual service performance, which is a result of evaluation both the outcome of service and the performance of the process of service delivery. Furthermore, Grönroos (2007, 73) points out that customers perceive quality as much wider than the 7 techniques feature which dominates the quality experience, exactly the quality could define in the same way of what customers do. Research recently carried out by Swan and Coombs (1967 cited in Palmer 2008, 320) found that the service quality could classified into two elements: An instrumental quality which is related to physical aspects of service, and expression quality which describes the intangible or psychological aspects based on which consumers judge their satisfaction according to products attributes or quality of performance of products. Grönroos (2007, 72) and Kang, et al. (2004) mention that service quality results from unseen production processes to consumers and what customer interact or encounter with traditional marketing activities. Download 1.33 Mb. Do'stlaringiz bilan baham: |
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