Service Quality

Introduction:

Service quality is the dominant element in customers’ evaluations. The concept of ‘people’ is one of the expanded marketing mix for services. The firm’s personnel, the customer, and other customers in the service environment influence the buyers’ perceptions. The process delivery also gives customers evidence on which to judge the service. In this essay, service quality is defined firstly. The strategies for delivering service quality through people are also discussed (Zeithaml, 2009). The strategies presented here are organized around four basic themes which are hire the right people, develop people to deliver service quality, provide the needed support systems, and retain the best people. Beside this, the customers can also have an impact on the service quality. There are three strategies for enhancing customer participation which includes define customers’ roles, recruit customers and manage the customer mix. There are some examples are proposed to support these strategies.

Body:

The strategies service organisations can adopt for delivering service quality through employees

Considerable attention should be focused on recruiting and hiring employees in order to deliver service quality (Barron & Harris, 2003). In traditional perception, service personnel are the lowest among the whole organization. On the other hand, such attention on recruiting and hiring the service personnel is different from the traditional concept. Firstly, in order to get the best people, an organization is supposed to identify them and compete with other organizations at the same time. The firms should act as marketers in their pursuit of the best employees like they use their expertise to compete for customers. Market segmentation, product design, and promotion of job availability are addressed when corporation conduct a recruiting. A complementary strategy is to interview multiple employees for every position. For instance, at Southwest Airline, they interview 34...